Branding is important, even for law firms.

But what is a brand?

“A brand is a person’s gut feeling about a product, service, or company. It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational… A brand is not what you say it is. It is what they say it is. ” The Brand Gap by Marty Neumeier

Neumer argues that how much we trust a product determines whether we will buy it. He asserts that there are no dull products, just dull brands. Any brand can be charismatic by following the five disciplines:

1) Differentiate

Unless, you have a compelling answer to the three questions: (1) who are you, (2) what do you do, and (3) why does it matter, then you don’t have a brand.

Focus, Focus, Focus!! “Be number one in your category” – even if that means narrowing your category.

2) Collaborate

Brands develop over interaction of thousands of people over a long time.

3) Innovate

“All brand innovation… should be aimed at creating a positive experience for the user.”

4) Validate

Test your ideas and measure “your company’s brand expressions for distinctiveness, relevance, memorability, extendability, and depth.”

5) Cultivate

“A living brand is a never-ending play.” When people experience the play, they tell others. “Your business is not an entity but a living organism” and so is your brand.