Defining a firm's image means more than a logo makeover.

This article focuses on the significance of branding efforts for the success of a law firm. In fact, such efforts typically are a waste of significant marketing resources because they don't burnish a law firm's name and expertise in the minds of target clients. They don't help the firm to determine what business and legal issues the firm will focus its marketing and delivery resources on, and how to differentiate its offerings. To be sure, every law firm must project an image that is consistent with who it is and what it does. Good design and a strong web site are key components of that image.