There is a lot of guff written about branding, particularly in the legal space.  

Yes, we all understand the power of a strong brand, and the need to build and manage that brand. 

But what really influences a legal brand?  

The Acritas UK Law Firm Brand Index, launched today (4 May), gets to the heart of what makes a strong legal brand - buyer perceptions.

Its massive SharpLegal survey asks 2,300 buyers of legal services asks six questions that captures the strengths, or weaknesses, of a legal brand. 

These include, amongst others, top of mind awareness and consideration for top level litigation and M&A work. 

The results create an interesting picture. 

Of course, a law firm presents many different faces.  I wonder if the employer brand would create a similar list?