There are two types of services that lawyers can provide to clients. The first is legal service, which relates to quality of professional skill and work product. Legal service is, obviously, critically important to the success of a client relationship. But let’s face it, most clients cannot distinguish between good and great work product. Moreover, basic competence and technical proficiency are often presumed.

The second type of service lawyers provide is client service, which relates to the quality of brand experience one creates. Half of the brand equation is building a personal brand, which involves telling clients and prospective clients what to think about you. Equal, if not more, attention must be focused on creating an authentic brand experience, where your brand speaks for itself through its interaction with clients.

So what does this mean in the real world? Find out more about building a brand experience for client in a post I wrote for the Legal Marketing Association blog Strategies. Click here to read the article.

Want to learn even more? I go much deeper into the issue of brand experience in my book, One of a Kind: A Proven Path to a Profitable Legal Practice. Click here to check it out!