Is There A Brand In This Law Firm?

Clients don't hire law firms, explains Mark Cohen in Law Firms, Condominiums, and A New Model Law Firm. They hire lawyers:

The reality is that except for those few lawyers who enjoy “trusted adviser” status with a client, other lawyers in the firm seldom figure into the retention process. Put another way—and many GC’s have told me this—they “put up” with certain law firms because they want to work with a particular lawyer. 

For Cohen, that means the law firm model is broken. But there's a more fundamental lesson here, too, even if Cohen doesn't say it: your firm's brand is no more than the brand of every single individual lawyer. Market - and practice - accordingly.