Here's a great article from the National Law Review on law firm branding and business development titled 3 Ways for Law Firms to Advance Their Brands In a Post-Recession Environment. Co-authored by Greenfield/Belser Ltd Principals Joe Walsh and Steve White.

According to the article, CEOs and CMOs surveyed rate their own firms' branding and marketing efforts as average. 66% rate their brands as marginally or moderately distinctive.

The article features lots of good stats and pertinent research for CMOs and CEOs struggling with branding their firms and funding those branding efforts in a lackluster economy, but this paragraph in particular stood out to me:

Unicorns and innovative brands are as rare as hens’ teeth. Again, responding CMOs and CEOs believe brands are important to success but say uniqueness is hard to come by in the professional services space. Perhaps this relates to the fact that lawyers and law firms typically follow precedent (and one another). Meanwhile, marketers toil in the business of awareness building and differentiation.
That’s the rub. The most innovative firms and best marketers have the courage to take risks, break with convention, and inspire interest in the brand among their audience.

It's not only okay to be different. It's essential. That's the essence of marketing.