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A strong brand is critical to the reputation and growth of law firms, but it’s also key at an individual level. You’re not a mass-produced product, interchangeable with any other attorney, but a professional with a unique skill set, knowledge base, and offerings for new clients.
Still, the legal industry remains competitive whether you intend to join big law, go in-house, or open your own practice. A strong, individual brand strategy is the framework for establishing your professional identity, standing out from the crowd, and quickly being identified as a valuable asset to ideal clients, colleagues, and leaders in your field.
Let’s take a look at the what, why, how—and how not—of personal branding for lawyers.
Whether you’re new to branding for lawyers or looking for a fresh take to refine your strategy and implementation, the first step is clarifying why it matters. Branding is a method of communication that is both sophisticated and shorthand. Done well, it can:
A brand isn’t just a company name and logo design—it’s also the overall experience of engaging with a law firm or professional; it’s the mental associations made when thinking of them. Accordingly, multiple elements and practices support and express branding on an ongoing basis. Follow these personal branding tips to take your legal career to the next level.
Imagine lining up all of your public-facing content, visuals, and appearances. Would they reinforce and complement each other, or vary widely in tone, style, or message? A strong brand means aligning your messaging across the board, including:
Regardless of when, where, or how current and potential clients engage you, their experience should feel similar.
What is your unique selling proposition (USP)? Identify the underpinnings of what makes you one of a kind, and stay true to your:
When it comes to expertise as part of personal branding, once you’ve identified your primary areas, you need to display and share them. Find opportunities across mediums to step into the role of expert publicly within your:
Rather than over-committing to matters that fall outside your personal expertise, consider building or expanding your network with attorneys covering complementary areas.
The visual aspect of branding helps set the stage for brand tone, values, and capabilities—causing audiences to quickly identify a known brand. Work with design and other professionals to:
Creating or refining your brand requires time and attention. Start with these steps and considerations.
A brand statement isn’t as on the nose or cutesy as the “If you were a tree, what kind of a tree would you be” icebreaker. However, it does require quickly drilling down to the basics of your expertise, who you serve, what you believe in, and what differentiates you from your peers.
Craft your personal brand statement to be:
Content is king in today’s digital marketing world. Rather than simply pushing a product or professional, content establishes presence, legal expertise, and familiarity by providing the information people are looking for.
Content marketing tactics you can utilize include2:
Keep brand building in mind when it comes to your connections and engagement at events and gatherings. You could benefit if you:
A positive and useful online footprint these days requires social media accounts and attentive management of your online presence. Be sure to:
Treating branding as a one-and-done process is a common error. In addition to monitoring and maintenance, you should review your brand strategy, visuals, and core messaging over time.
Other pitfalls to avoid as you establish and protect your personal brand include:
Personal branding for lawyers helps establish who you are and communicate key information to others. It’s a vital tool in moving your legal career in the direction you want it to go.
If you want to push your lawyer branding even further, reach out to E.P. Dine—the leader in executive legal search since 1975 that partners with attorneys at every stage of their law careers. We develop long-standing relationships with candidates and clients, acting as trusted advisors who offer integrity, collaboration, and efficiency.
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At E.P. Dine, we are committed to delivering content that is not only relevant and insightful but also rooted in professional integrity and expertise. To achieve this, every article published on the E.P. Dine blog undergoes a meticulous review process by qualified professionals with deep knowledge and experience in the legal field and legal recruitment.
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