The very best way to establish a brand and reputation is to let your customers do your talking for you.  Objective, word-of-mouth reviews and testimonials provide your company with an identity and personality that money just can’t buy.  Perhaps you want to be seen as a ‘no-nonsense solicitor’, offering commercially-sound advice to small business owners who don’t have the time for legalese.  You can reflect this in the words and images you use on your website, and in your brochures and marketing collateral, but to really get your message across, there is no substitute for a few well-chosen testimonials from other small business owners, stating how refreshing they found your approach.