On branding

Adam Smith, Esq.: How Attractive is Your Firm's Brand on the "Supply Side?"

While your firm is not Coke, it is a brand that needs to be cared for.

Realize that your firm has an image, a perception, dare I say a "brand" in the marketplace for recruits—distinct from the market for clients. Think of your firm's brand image to clients as its "demand side" brand and its brand image to recruits as its "supply side" brand.

It is not a good idea to brand your first-year associates, because it can hurt. (Note: I'm trying to be funny.)