Now, more than ever, Brand is essential to law firms and PSFs. Now more than ever, a brand that resonates with your clients and your people is crucial to your success as a law firm. Our guest, Rebecca Price is strategy partner, co-founder and co-owner of Frank Bright & Abel – a creative communications consultancy, that specialises in B2B and works extensively across the legal sector. A brand, employer brand, marketing and communications specialist, she’s a consultant with over 30 years’ experience. Rebecca is driven by a belief that great results are driven by simplicity, authenticity and a firm connection to the strategic intent of a firm. Our discussion with Rebecca is a must listen for anyone interested in professional services and brand. We cover aspects of brand strategy, including the definition of brand, its importance for professional service firms, and how to effectively leverage brand to differentiate and stand out in a competitive market. Brand encompasses how an organisation positions itself in the market, what it stands for, how it behaves, the language it uses, and its visual expression. For law firms, brand is crucial in differentiating themselves from competitors who often offer similar services. Brand should be truthful and reflect the firm's aspirations, not be just spin. It needs to be authentic and align with the firm's strategic plan; Employer brand is equally important, ensuring that employees believe in and embody the brand - crucial for attracting and retaining talent. When expanding into new jurisdictions with different values, firms should be transparent about their reasons and strive to uphold their principles as much as possible. Developing a strong brand requires input from various stakeholders, including clients, employees at all levels, and external parties like recruiters, to gain a comprehensive understanding of the firm's strengths and perceptions.