Developing your personal brand in a brand-new year

From our decades in the legal sector, successful and fulfilled lawyers are those with authentic, engaging personal brands. This is because firms and clients are looking for more than expertise and experience. They also want people they trust and enjoy working with.

Whether you’re part of a large firm or building your own practice, personal brand is critical to attracting opportunities. Here’s how you can start creating a brand that sets you apart:

A strong and engaging personal brand is built by:

• Being clear about what it is you do:

This can evolve over time as you find new interests or opportunities – or the pipeline of work comes from new market trends. But if you can’t articulate your expertise in a succinct and practical way, others won’t be able to either. This will help you answer the frequent question in interviews and pitches confidently: ‘Tell us a bit about yourself?’

Top tip: Tie your expertise to client issues or opportunities. Instead of ‘I do XYZ’, flip it: ‘Organisations are increasingly affected by ABC. I work with clients to do XYZ to ensure they grow/comply/avoid risk…’.

• Building your stories

This is where your examples of work speak for themselves and lift your brand. As you close matters, complete projects or develop new skillsets, get them down on paper. For instance, a case study about a matter, a LinkedIn post that celebrates a recent success, even a media release or article. Stories help others remember and recall what you do – no matter how technical it is.

Top tip: Constantly review and update your details. Whether that’s your web CV at your firm, your LinkedIn profile, or sharing with your marketing and BD teams to use in tenders. Make it easy for others to find proof points of your work.?

• Being a meaningful contributor and supporter

Adding value to others and your industry and being a supportive peer can be as important as being a technical expert. For instance, publishing insightful articles and becoming a true thought leader, being a sounding board and commentator to the media, taking on presenter roles at seminars, even mentoring others or congratulating them on their successes.

Some of these develop with time and experience (and sometimes require permission from your firm), but it is never too early to develop your own insights, opinions and ideas. But do it in your voice and style and add value in all your content and commentary.

Top tip: See if you have access to media monitoring services. This helps you stay across news of your chosen industries or a few specific clients so you can share up-to-date congratulations or current commentary. If no media monitors, try Google Alerts. It’s easy and free!

• Growing, and investing in, your network

Having a wide network broadens your community and contacts and offers new opportunities and point of views. Even if just starting out in your career, don’t underestimate the network you have now. These people (like you) will develop their careers alongside you and one day could be key decision-makers who know and value your personal brand.

Top tip: Consider associations that are a little left of centre to your area, but that reflect an interest area or one complementary to your role. This could be industry associations, groups focused on causes you’re passionate about, even future-focused networks where you stay across trends and technology.

• Being on social media

Taking the above points and using social media – especially LinkedIn – your personal brand is brought to life. It provides intel on you to others, but also vice versa. Make sure your profile is up to date.

Top tip: We recommend – where you can – taking relationships offline to further develop them and reinforce your approachable brand. Also, social media is a visual place. When stepping away from your desk (crucial to building a personal brand!), remember to take a snap. For instance, at the sites of your clients (industry experience) or presenting at conferences (renowned technical know-how). A picture is worth 1000 words when it comes to a brand.

• Knowing what your (target) clients are looking for

Make sure your brand reflects what your clients are looking for when engaging a lawyer. Knowing the issues and opportunities facing your clients means you will be a better technical lawyer but, importantly, it builds empathy and understanding of your clients’ situations – traits crucial for a strong personal brand.

Top tip: Many organisations are focused on SEO – that is, search engine optimisation. Chat to your marketing or digital teams about accessing keyword research. You might learn something about how your target audience is looking for your area. While what you call yourself might be technically and legally correct, it may not be the language of your (potential) clients.

The absolute beauty of working with lawyers is the array of personalities that makes up the sector and the people we meet. While showcasing yourself – or seeking high profile opportunities – might be out of your comfort zone, find ways you can demonstrate what it is like to work with you in a way you find comfortable. And this can evolve with time and experience. We love nothing more than helping our network finesse and strengthen their personal brands. It helps you get recognised for the expert you are – and means you put your best foot forward when it comes to career development and opportunities.