header-logo header-logo

Home Login E-newsletter About us
17 February 2017 / Dominic Zammit
Issue: 7734 / Categories: Features , Profession
printer mail-detail

Managing your brand (Pt 1)

© Copyright LexisNexis 2026. All Rights Reserved.
nlj_7734_zammit

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

If you are not a subscriber, subscribe now to read this content
If you are already a subscriber sign in
...or Register for two weeks' free access to subscriber content

MOVERS & SHAKERS

Read All
Sponsored by
Carey Olsen—Patrick Ormond

Carey Olsen—Patrick Ormond

Partner joinscorporate and finance practice in British Virgin Islands

Dawson Cornwell—Naomi Angell

Dawson Cornwell—Naomi Angell

Firm strengthens children department with adoption and surrogacy expert

Penningtons Manches Cooper—Graham Green

Penningtons Manches Cooper—Graham Green

Media and technology expert joins employment team as partner in Cambridge

NEWS
Read All
NLJ this week: Divorce ‘nuclear weapon’ freezes assets but entangles outsiders
Freezing orders in divorce proceedings can unexpectedly ensnare third parties and disrupt businesses. In NLJ this week, Lucy James of Trowers & Hamlins explains how these orders—dubbed a ‘nuclear weapon’—preserve assets but can extend far beyond spouses to companies and business partners 
NLJ this week: What counts as ‘rent’? Court says labour alone won’t do
A Court of Appeal ruling has clarified that ‘rent’ must be monetary—excluding tenants paid in labour from statutory protection. In this week's NLJ, James Naylor explains Garraway v Phillips, where a tenant worked two days a week instead of paying rent
Your magistrates’ court needs you!
Thousands more magistrates are to be recruited, under a major shake-up to speed up and expand the hiring process
NLJ this week: Freed but failed—justice system leaves the innocent empty-handed
Three men wrongly imprisoned for a combined 77 years have been released—yet received ‘not a penny’ in compensation, exposing deep flaws in the justice system. Writing in NLJ this week, Dr Jon Robins reports on Justin Plummer, Oliver Campbell and Peter Sullivan, whose convictions collapsed amid discredited forensics, ‘oppressive’ police interviews and unreliable ‘cell confessions’
NLJ this week: Clarity on whistleblowing, settlements and tribunal limits
A quiet month for employment cases still delivers key legal clarifications. In his latest Employment Law Brief for NLJ, Ian Smith reports that whistleblowing protection remains intact even where disclosures are partly self-serving, provided the worker reasonably believes they serve the ‘public interest’ 
Copyright © 2026 LexisNexis
back-to-top-scroll