Does your law firm have a brand? Do you?

Your brand is not your LinkedIn profile. It isn’t your law firm profile.

Most of that is corporate jargon.

Some law firms pay more than a million dollars a year to Chief Marketing Officers to produce mostly jargon.

Don't believe me?

In a publication aimed at CEOs, 4 top tier NY law firm CMOs were asked what sets their law firm apart.

I wish I was shocked by their answers. I really should have been shocked. But I wasn't.

FIRM 1: “Our people, expertise and the cross border global nature of the firm are what set us apart. We are a global elite law firm, advising on some of the most significant marquee disputes and transactions that shape our clients’ businesses and the industries in which they operate. Our successes point towards excellence and our robust global platform. Our lawyers and staff operate with a mindset of distinction and dedication throughout everything they do.”

FIRM 2: “Our difference starts with our attorneys and their commitment to our clients. Our priority is understanding the businesses of our clients and letting that dictate our legal strategy. We also value retention and relationship-service as a key to success – we have some clients who have been with the firm since its inception, and many who have worked with us for decades over hundreds of matters. These institutional relationships continue to grow not just because we provide clients with excellent legal advice, but because we care about their growth and success.”

FIRM 3: “Our core strength is our consistent, intense focus on teamwork. It sets us apart in the industry. We delivered exceptional client outcomes last year against the backdrop of a tremendously uncertain environment and a scary time for us all personally, and this is a testament to our guiding values. This level of teamwork is only possible because we have exceptional people. The spirit of our people, who are skilled, creative and innovative, and our dedication to our clients, no matter the circumstance, is what made the year we just had happen. We operate in a way that makes our institution unique.”

FIRM 4: “We are a purpose-driven firm with an unparalleled reputation for excellence and professionalism. Our commitment to improving our communities and to fighting for social and racial justice dates back to our earliest days, long before such efforts were popular. We don’t try to be all things to all clients; we focus on five areas where we lead the market. Our firm’s entrepreneurial spirit and adaptability enable us to not just survive challenges and uncertainty, but to thrive.”

Any idea what sets one apart from the other?

If you can't figure it out, is it any wonder that neither can most clients.

Think back to when you were looking for a job and trying to figure out what the differences were between all of these firms. Did you find it to be a nearly impossible task from looking at their websites?

Now look at your own profile.

If we remove your name and photo, can your clients understand when they look at your profile from another?

Rather, a real brand is built up of 3 things: sharing your knowledge, sharing your networks, and sharing your humanity.

More on this in some upcoming articles.

Thanks to?Patrick J. McKenna?for the above insights.

This article is part of The Authentic Lawyer series, written by?Aaron Baer?and?Dhawal Tank