Many marketers emphasize the importance of branding in the competitive legal marketplace.
But some, such as consultant Jay Jaffe of Jaffe Associates, are skeptical. Others think that branding may be successful for boutique firms, but trickier for full-service firms with a variety of practice areas. The images created by branding won't sell a firm, marketers say, but will get firms on the short list. The components of branding include figuring out what aspects of the firm make it better than its competitors, and then aligning all communications around this branding message. Firms with greater focus reap greater profits, as well as greater client loyalty.