The word "brand" isn't new to you. Brand names were there in your childhood, and you knew them. Barbie. Band-Aids. Kellogg's Frosted Flakes.

Then, branding got bigger. There was the brand image versus the brand experience. There was attitude branding and brand management and the relatively recent "no brand" strategy.

Attorneys are ignoring the opportunity to build their personal brand.

Lawyers and law firms need to start thinking about branding. Because in today's marketplace, you need to be conscious of your brand or lack of it. And, there's just not that much good attorney brand building out there right now.

If it helps you any ... maybe you could just remember that old, archaic term from back in the day: do you really know your reputation out there?