In this episode’s Seat at the Table, let’s dig into the bedrock of your business: Your identity. That’s what branding is, it’s defining yourself. Who are you?

If you’re starting a new firm, or trying to grow your existing firm, start with your brand. Do you know what it is? And is what you thought you wanted
One part of your brand is easy to express and hard to deliver. Do what you say you are going to do. If you promise something, if you pitch something, live up to that.
Build your business on results, on meeting clients where they are, and on meeting client demands and expectations. A slick website is meaningless if you are disappointing or even inconveniencing your clients.

Should you rebrand, or refresh your brand, or invest in branding? What is a brand? What’s your brand? Good intentions and hope are not a business plan. Do something tangible by defining your business and living up to your promises.

In this new Un-Billable Hour series, “Seat at the Table,” we dig into helping lawyers attract clients, build the business flow, and branding, all while turning your vision into reality, profit, and success.

New guest hosts Kristen David, Rob Leitner, and brothers Elliot Alicea and Erik Alicea are experienced pros in business development and marketing for law firms. With proven track records, they join host Christoper T. Anderson and dig into the real needs of growing firms.

If you’re getting started, hear how creating a brand – and building trust – sets you on the right path. Are you doing the things you say you’re going to do? It’s important to deliberately help potential new clients understand who you are and what you do (and avoid the most common branding mistakes startups trip over).

Mentioned in This Episode:

Michael Gerber “The E-Myth Revisited”

Pragmatic Institute

Clio

ClioCon 2026, Oct. 26-27, 2026

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