Francesc Dominguez explores how lawyers can ‘brand’ themselves for better results

Are you a competent lawyer but don’t think you can sell yourself and never seem to get the right clients?

The legal market is full of good lawyers who are experts in the prevention and resolution of client issues, yet are confounded when it comes to selling themselves.

Some lawyers think they know how to sell themselves, but in real terms they are either unaware of their full potential from a commercial perspective or of specific legal marketing techniques for lawyers. This happens to lawyers and partners in all types of firms.

Most are honest people, who have earned their clients' trust and hence fulfil a lawyer's positive brand – namely, to be a good person as well as a good lawyer. Yet, they canno...

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