I shudder sometimes when I hear about lawyers having a “brand,” as if we were some form of potato chip or car. But we are not products, we are people.
So I really like this quote that comes from An Associate’s Mind:
Your brand is what you say about yourself, but your reputation is what others say about you.
There is no way to self-create a reputation – or at least no way to buy a reputation that lasts. Reputation is developed through hard work, consistency, reliability, and integrity.
Being a successful lawyer isn’t about marketing, but competence in representing the people that retained you. If you don’t have the competence, all the marketing in the world won’t save you.