Have you ever thought about developing your brand? How might it help you grow your practice? Do you ever wonder if it is worth it to you as an attorney to brand yourself?

Personal branding has become increasingly important in a world overflowing with attorneys and an atmosphere of intense competition. How can you stand out in a crowded field? How can people grow to trust you as a professional? Personal branding is the answer.

In this newsletter, I will explain what it means to have a personal brand and the benefits to us as attorneys to develop our brand. I will review common objections often expressed about branding and some common mistakes that we make.  Finally, I will provide tangible tools for you to start creating your brand.

What is a personal brand?

A personal brand defines and promotes what you stand for as an attorney. It establishes how you want clients and other attorneys to see you. Your brand influences how the public perceives you. It creates the public identity that sets you apart from other lawyers and helps you to be seen as competent, trustworthy, knowledgeable, and experienced. As a result, you become recognizable and relatable. 

Why is it important for lawyers to have a personal brand?

We all know how competitive the legal market is. So many attorneys do what we do. Your brand helps you to stand out from the crowd. Developing a personal brand as a lawyer can bring several benefits, including:

1. Increased Visibility and Credibility: A strong personal brand can help you stand out in a competitive marketplace and increase your visibility and credibility in your field. You can be better known and seen by prospective clients. 

2. Improved Professional Reputation: By creating a consistent and coherent image of yourself, you can build a positive and memorable reputation, which can be invaluable in your professional life. The public will start to know, like, and trust you. 

3. Differentiation: A personal brand can help you differentiate yourself from your peers and competition, which can be especially important in a crowded marketplace. You will be better seen and valued. 

4. Attraction of Ideal Clients: A well-defined personal brand can attract clients who fit your skills and interests well, leading to more fulfilling and successful engagements. Your ideal client will want to work with you. 

5. Increased Confidence: Developing a personal brand can help you feel more confident and in control of your career, positively impacting your professional and personal life.

6. Increased Networking Opportunities: A strong personal brand can create opportunities for you to network with other professionals, build relationships, and expand your circle of influence.

I began using “The Free Lawyer” as my tagline. It encapsulated who I was and what I did. I help lawyers develop personal freedom and overcome the overwhelm, stress, and burnout that imprison them. I strive to be personally free, relaxed, living my own life, and not controlled by circumstances over which I am powerless. 

In short, developing a personal brand is an important part of our professional development and success. Creating a consistent image and message can increase our visibility, build our reputation, and achieve our personal and professional goals.

What are some common objections to branding?

With so many good reasons to brand ourselves, what objections do we make to the process?

“I do not want to create a brand, that seems inauthentic.” Some are concerned that the very concept of creating a personal brand by its nature seems inauthentic. “I am who I am. Why do I need to create something?” But the essence of branding is to identify exactly who you are and to convey that to your audience authentically. It is never intended to make you appear to be something you are not.

“But it will take so much time!” Yes, it does take some time, but it is essential. You have a brand whether you know it or not. There is already a perception of you. So it is worth the time to have an image where the public perceives you as you are, as your best self.

“I am afraid to put myself out there and be seen that way.” Some hesitate to create a personal brand out of fear, fear of being seen or noticed, or an image created that you must live up to. We can easily overcome that fear. Stepping out of our comfort zone is how we grow. We can take no action and have an image that does not serve us. Or, we can face that fear and have our prospective clients see us how we want to be perceived. 

What mistakes are frequently made in branding?

These are some of the most common mistakes that we make

1. Being unclear about what your personal brand is. How do you want to be seen? Who do you want to serve? Who are your ideal clients? What are you passionate about? These are questions that many need to focus on. They are essential in identifying exactly what your brand should be.

2. Being inauthentic. It never works to create an image that is not genuinely us. We need to be seen as genuine, transparent, and vulnerable. Part of the process involves identifying what is important to us and then telling a story about who we are and our passions. When our brand reflects the real “us,” our online branding will yield maximum value for our practices.

3. Not creating personal content. The content we display on social media should reflect who we are. If third parties make our content, it may not capture the essence of who we are. Instead, we should consistently create and provide content describing what is important to us, our values, and how we best serve others.

4. Not being consistent. Building our brand takes time and requires consistency. Having a cohesive strategy, a vision of our goal, and a plan of how we will get there is important. Working our plan consistently and regularly is essential.

So, how do we create our personal brand?

We can see the importance of having a brand. Here are some tangible steps to follow in creating your brand:

1. Define your unique value proposition: Identify what sets you apart from other lawyers and what makes you unique, and use this information to create a clear and concise value proposition.

2. Know your audience: Understand who your target audience is and what they need and value, so you can tailor your brand messaging and approach to meet their needs.

3. Be consistent: Develop a consistent image and message that accurately reflects your brand, and use it consistently across all your professional materials, including your website, business cards, and social media profiles.

4. Develop a unique and memorable tagline: Create a short memorable phrase that encapsulates your brand and sets you apart from other lawyers. “The Free Lawyer” is an example of a tagline that works. 

5. Create a strong online presence: Utilize online platforms, such as LinkedIn, to build a strong professional profile, showcase your expertise, and connect with others in your field.

6. Publish thought leadership content: Share your expertise and insights through writing articles, blog posts, and other forms of content to establish yourself as a thought leader in your field.

7. Network and collaborate: Attend professional events, participate in industry organizations, and seek opportunities to collaborate with others in your field.

8. Utilize visual branding elements: Use visual elements, such as logos and colors, to reinforce your brand and make it more memorable and recognizable.

9. Ask for referrals and testimonials: Ask your clients and colleagues for referrals and testimonials, which can help build your reputation and credibility.

10. Get feedback: Seek feedback from others, including clients, colleagues, and mentors, to understand how your brand is perceived and what changes you can make to improve it.

Conclusion

In this day and age, creating our brand is crucial. If we do not create it, it will create itself and may not be accurate or helpful. It takes time and consistency, but it is so worth it. It is how we can establish ourselves as leaders in our field, build our reputation and grow our practice. Are you in?