We agree with David Alvin's advice. The focus of your brand should be on your competitive advantage not limited to confirming that you provide quality services, you are committed, caring people, you ooze honesty, integrity, trust, and you really and truly listen to your clients [paraphrasing with a bit of artistic license from David's point]. These attributes are the norm for legal professionals, and they are expected. Being aspirational goes beyond reciting the basics of what it takes to join the legal services marketplace.
In my opinion, law firms also need to get away from the "We do can do a broad range of things for a diverse group of people in multiple industries" mantra. This attitude usually comes from fear of missing an opportunity, but it's an ill-conceived position because it says nothing to anyone. A more effective way forward is to focus on communicating what you do exceptionally well for a specifically defined group (or groups) of people. A clear understanding of your distinct client groups should be your starting point. Start small and expand from there. How you choose the groups you market to should be derived from your firm's internal analytics on what's profitable and what kind of work you want to do. It's not easy figuring all this out, but it is worth it and will save you marketing dollars in the long run. Throwing money at Google AdWords and print advertising without a clear understanding of what makes you different and why clients should care is throwing money...away.
In today’s hyper-competitive legal services marketplace, it is not enough to be smart or even to do a great job for your clients. You must find a way of differentiating yourself and your firm so that prospective clients have a reason to choose you over your competitors.