Jennifer Brandt, co-chair of Cozen O'Connor's Family Law practice, describes the need for attorneys' to define their brand in her piece, Why Betting on Your Brand is a Safe Bet. Jennifer believes betting on your brand, "requires minimum risk and always results in a win." One of the most important aspects of branding is focusing on your best qualities and remaining true to yourself. Jennifer recommends limiting the number of avenues an attorney focuses on to create a direct and not scattered approach. She urges attorneys to, "define yourself and your professional image rather than allow others to do it for you."
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