“Branding” is a choice buzzword in the marketing world. Karin, who is an actual marketing expert (rather than a lawyer who plays one on the internet) has done a bunch of posts about branding, which is a useful concept for lawyers, as well as any other business. In a nutshell, branding is how you are perceived, especially by potential clients, referral sources, opposing counsel, etc.

So, do you think about it?