Loyita Worley discusses the need for librarians to promote library services more avidly within their organisations. She argues that providing a high quality information service to clients is not necessarily sufficient and that librarians need to give considerably more effort to promoting and branding their services, in the way that other teams in law firms already do. She looks at why librarians should brand, how they should do this and what they should brand. The perspective of the user is also taken into account and the importance of building trust and confidence with clients is identified as a key feature in the approach to branding and promotion.