Perhaps you already have a personal brand in the legal profession. You do, however, need to make a conscious effort to improve and highlight it. The objective is to establish a reputation that is recognisable and remembered among your contemporaries and customers. You will need to define your individual identity, areas of specialty, and professional demeanor in order to accomplish this. Branding is also one of the key components of legal digital marketing, helping lawyers stand out online and attract clients.
Both your own personal brand and the product trademarks of your customers are subject to essential characteristics and behaviors that are similar to those described above.
The First Steps
Identify your individual strengths and unique personal traits. Think: what sets you apart from other lawyers?
Identify your expertise (or desired expertise). Focus on developing legal skills and knowledge that align with your interests.
Define your target audience (e.g., business lawyers, construction companies, doctors, etc.).
Those were the easy parts. Once you’ve done some of those, then you have to put yourself out there (a brand is nothing without some associated marketing). Here are some activities that can be employed to promote your personal brand:
Produce content that pertains to your area of expertise in the legal field.
This can include things like blog posts, brief articles (like the one you are currently reading), postings on social media, presentations at seminars or webinars, and other similar activities. After that, make that material available for people to consume. Increase the amount of exposure that that content (and your related knowledge) receives from your target audience as much as you possibly can by using communication channels such as social media, email, and the website of your company.
Join (and be active in) professional and legal associations.
In doing so, seek mentoring guidance from senior lawyers and befriend your contemporaries.
Burn No Bridges!
Do a great job, be personable, and don’t overpromise and then underdeliver. Several times after a dispute has been resolved, we’ve been approached by the other side or their attorneys to handle other matters, based on outcomes and the relationships we developed. You never know where your next client will come from. Never.
Be Consistent.
When working for a client (large or small), treat that matter as the most important one on your desk. Always. And … Be Genuine. Be your authentic self as you work, play and find ways to be involved with your intended consumers.
Showcasing Client Success
Client evaluations and testimonials have long been cited as one of the factors consumers consider when selecting a supplier. People want to know they're in good hands, so make sure to highlight client testimonials and case studies on your website, social media, and in your Google My Business profile. Real-life success stories about how you've made a difference can persuade someone to call out.
Conclusion
To build an effective personal brand as a lawyer, you need to work hard, be reliable, and be real. List your special abilities, show off your skills, connect with other professionals, and talk about genuine customer accomplishments. This can help you build a strong and memorable image that will bring in clients and improve your professional reputation. If you are not a brand, you are a commodity!