Six Keys to Building Reputation

Quick – name a quality that a successful attorney must have, that can take a lifetime to build, and that can be ruined in a day?

If you answered “a good reputation,” you’re correct. Reputation has been a key topic in many of our “How I Made It” interviews on Law.com. In a field where the competition is fierce and trust is a must, your reputation has to be solid. It’s much easier to build a reputation than it is to rebuild one. And in today’s world, it needs to be protected as well.?

Your reputation both precedes and follows you, either as a shining light or a dark cloud, and its importance can’t be overstated.?

What are the building blocks of a solid reputation?

1. Do good work. Cutting corners may be expedient and may even work in the short term, but your reputation is built on every matter, every interaction, sometimes every word. “Be consistent, be reliable, do the work, and do it with genuine care,” says Lisa Marie Collins, a partner at Mintz, Levin.?
2. Keep your word. It seems like this should go without saying, but we’re faced each day with so many opportunities to violate this rule that it bears repeating. Do what you say you will do when you say you’ll do it.
3. Clean up your messes. Having a sound reputation doesn’t mean you can’t make mistakes. It means you’ll need to own up to your errors and amend them as necessary. This kind of transparency has a positive impact on reputation. Audra Eidem Heinze of Banner Witcoff had this to say: “Did I make mistakes? Yes. But I owned up to them, took steps to address them, and made sure not to repeat them. In the end, I developed a reputation for being dedicated, dependable and accountable.”
4. Manners matter. You should already be minding your manners, but if you’re not, start today. Remember your “please-and-thank-you’s,” and not just with clients. Be polite and kind to everyone, including the office support staff. Smile and mean it. It’s good practice and you will be remembered for it.
5. Protect your reputation online. Your social media accounts, for better or worse, comprise a good part of your reputation. Potentially unflattering personal pictures, opinionated comments, and rudeness will be seen by leadership, clients, anyone with an interest in knowing who you are. Keep your act clean. Also, protect your firm’s and clients’ information by using data encryption on every device you use for work.
6. Go the extra mile – or two. Find ways to distinguish yourself that go beyond doing good work. Ray Koenig III, Office Managing Partner and Practice Group Co-Chairman at Clark Hill, suggests, “Develop a reputation not just as an excellent attorney but as a problem solver and that will go a long way towards building your credibility as a valuable resource within the business and legal community.