The way clients purchase legal services continues to evolve. Acquiring new clients once relied primarily on reputation, work quality, personal and professional networks, and firm association. And while these aspects are still important, the manner in which clients are making their buying decisions has changed. Smart firms and lawyers realize this, and they concentrate more of their efforts on brand-building activities. Brand building actions are designed to increase appeal to entire markets rather than particular individuals. The effects are more widespread and long-lasting. For these reasons, we strongly recommend augmenting traditional approaches to business development with a strong brand-building effort.