Mind the gap.

John Wallbillich’s “Howrey 3: When is a Law Firm Brand Too Good?” on Wired GC. Day Three of Wallbillich’s Howrey retrospective is about brands, branding, and slogans. But underneath all that, it’s about the same thing we talked about yesterday: perception. Perception of value, of client service, of skills and expertise. The gap between the message you think you are sending and the message the rest of the world receives can be huge. Sometimes unbridgeable. Don’t get caught out. Talk to your clients. Talk to your friends. Talk to your competition. If they message they’re getting isn’t the one you’re sending, don’t expect them to change. Adjust your message. Then talk to them again. And repeat the process until you know they’re hearing what you want to say. Mind the gap.