It Is All Personal!

When I started my business I thought that I am going to brand its name. We've taken the initials of the partners and created a brand name.

We then began to brand this name and sell "the firm".

I know that this is still the leading approach amongst many marketing advisors. We have only very recently had to change our name and a very clever marketing advisor suggested that we pick a "neutral" name - the same advise we give our clients when they choose their trademarks.

Well, ladies and gentlemen - not on this, I am afraid.

Legal services in general, and patents and trademarks even more than most other fields of law, are a very personal matter. Yes - there are clients who like big firms and clients that feel more comfortable with small firms, but nearly all clients do not work with firms but with people. And when a client chooses a person to work with he does it because he feels comfortable with him; because he likes him; because he trusts him.

In my view, there is nothing more important than the personal reputation of the people working for a firm. Word of mouth is the best rainmaker, and above anything else - your marketing should be to make sure you have good reputation.

Clients appreciate thoroughness and responsiveness, so when you handle a client's matter properly you not only preserve him as a client; you also market yourself.