It's achieved through actions that demonstrate a firm's distinctive character and its commitment to its defined objectives. Branding professional services is admittedly difficult. It will therefore be interesting to see which law firms achieve brand recognition over the coming years. From the first day of law school, lawyer are trained to regard precedent as paramount. But their greatest obstacle to success in today's highly competitive market is an accompanying reluctance to do things differently.
Lawyers have to learn to do the same.
Market share is gained by leaders, not followers. This means lawyers must be innovative and proactive. It's not enough to wait for clients to implement new processes, or demand new pricing alternatives. Lawyers must be a resource for their clients. For example, most insurance companies don't have the data or resources to come up with alternative billing strategies.