There's no one who understands the power of branding like Jeff Bezos, the founder of Amazon. When it comes to personal branding, Bezos defines it as "what other people say about you when you're not in the room." How you present yourself matters, because even when you're not physically present, your "presence" affects the opportunities that come your way. Focusing on creating a strong personal brand can help you establish credibility, open up new career opportunities, and attract better clients.
In our experience in legal recruitment, intentionally building a personal brand is one of the most valuable activities you can pursue. In this post, we'll lay out some of the most important elements of a personal brand and how you can use these to market yourself more effectively.
When developing your personal brand, highlight the personal values, skills, and strengths that make you stand out. Put yourself in your client's shoes and consider why they want to come and see you specifically and why they stick with you. What is it about the way you interact with them that makes you stand out from others in the legal field?
As professionals interacting with the world, we each possess qualities that make us unique. Think of these attributes as your unique selling point (USP), your superpower that differentiates your brand from the competition. Identifying your USP is key to promoting yourself successfully, so you can attract new clients and pursue new job opportunities.
If you’ve been in the legal field for many years, you may have already established your niche; however, re-evaluating your USP presents an opportunity to redefine how you want to present yourself and work towards achieving it.
First impressions count, so craft a 30-second elevator pitch that grabs attention, clearly defines what you do, and arouses interest. Incorporate your USP and create multiple pitches to cater to a prospective employer or potential client. In either case, make it relevant and memorable to create a lasting impression.
Define Your Target Audience
It’s impossible to successfully create your personal brand without first understanding your audience, so research your target demographic and tailor your messaging to cater to their needs. This way, you can achieve the right branding that resonates with your ideal client.
Your branding strategy is not something you put together in a week and then forget about; it’s not a new bio and a few posts on social media. Developing a good personal brand takes time and involves defining your short and long-term goals, identifying the best platforms to communicate with peers, developing a robust content plan, and maintaining consistency in promoting yourself.
While a personal website is ideal for showcasing who you are, being an active member on LinkedIn is a great way to communicate with professionals in the legal field and attract new clients. Use LinkedIn to your advantage by including a comprehensive bio and showcasing your legal achievements.
Enhance your social media presence on platforms such as Facebook and Twitter. This helps to strengthen your online presence and increase engagement within the legal community. Be sure to stay consistent and use the same professional photos and branding colours to make sure you’re building a strong brand that sticks in people’s minds.
Showcase your expertise by writing articles and contributing to legal blogs. This strategy is perfect for improving your visibility in legal circles and gives people an opportunity to learn more about who you are.
A crucial element in developing your personal brand is to network with fellow lawyers, clients, legal associations, and industry professionals. Networking exponentially expands your reach and builds influence over time. Participate in online webinars and speak at conferences to showcase your expertise. Take the time to nurture professional relationships, which may positively impact your future career.
Demonstrate professionalism and integrity in your in-person and online interactions. Be sure to measure the effectiveness of your branding strategy by tracking website traffic, social media engagement, and client referrals. It’s not uncommon to evolve your strategy over time, so work with your audience and be prepared for change.
At Urban Legal Recruitment, we love working with lawyers who want to boost their careers and find their next great job opportunity. With almost two decades of recruiting and networking experience, we have strong connections with the top firms in the industry and successfully place candidates in high-quality roles that meet their personal and professional needs. If you want to start exploring what your next career move could look like, get started by browsing our latest professional opportunities.