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Managing your brand (Pt 1)

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17 February 2017 / Dominic Zammit
Issue: 7734 / Categories: Features , Profession
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A firm that invests in its brand will reap the rewards, says Dominic Zammit

Do you manage your brand as an asset or a cost? The answer to this question can determine brand success or failure. In a crowded market, fortune favours those bold enough to invest in building their brand.

A powerful brand will yield strong returns. It will put you front-of-mind and front of the pitch list with prospective clients. It will differentiate you from your competitors. It will help you attract and retain the best talent. It will enable you to command a premium for your service. And it will make you more attractive to potential merger partners. But building a powerful brand requires a consistent and focused effort.

Those that treat the management of their brand as a cost risk shrinking from view and relying on the personal networks of lawyers to generate business. Conversely, those that treat their brand as an asset, invest in it and nurture it, can build enduring brand value.

So, what exactly do we mean by brand? It’s about much more than a logo.

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