This may require some infrastructure changes to reinforce and build the brand s image. Often a brand needs to be customized internally so that the everyone can communicate it and live it. This process of internalization creates a reality from within the firm - people at every level begin to believe in the brand. With this solid foundation in place, the externalization flows more easily. The most obvious benefit of brand development is the creation of a firm s true character and distinction in the minds of those in the marketplace, the buyers of legal services.
Brands build loyalty.
Everyone wants to be associated with a great brand - it makes them feel safe and secure. This applies internally as well as externally and may therefore help with employee recruiting and retention. Finally, one should keep in mind that often it is beneficial to use market research to assist in building the most logical and sellable brand. In addition, a law firm does not create a brand that will be identifiable and real indefinitely. Brands must be re-created as the firm and markets continue to change and evolve.