Building a Successful Law Firm Brand

Episode 30In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and sponsored by LEXGRO, Keith interviews Brian Branch, a plaintiff-side personal injury attorney based in Albuquerque, New Mexico. Branch practices primarily personal injury, wrongful death, and insurance bad faith, with a smaller portion of his work involving oil and gas royalty cases.He describes coming from a family of attorneys, attending the University of Denver before transferring to and graduating from the University of New Mexico, and building his practice largely through referrals rather than mass advertising. The conversation focuses on how legal marketing in New Mexico has changed over time, particularly with the growth of TV ads and billboards, and an influx of out-of-state firms following Texas tort reform and New Mexico reciprocity.Branch explains he has avoided high-volume advertising because it requires a different firm structure, instead relying on former clients, attorney referrals, SEO support, CLEs, and community speaking. Keith shares LEXGRO’s perspective that law firms should set strategy based on their goals rather than letting ad agencies dictate growth plans.