Identify Your Unique Selling Proposition
The first step to building a strong personal brand as a lawyer is to identify your unique selling proposition. Being a subject matter expert in a specific area of law is no longer enough. You need to be able to differentiate yourself from your competitors by offering services that are unique and superior. One effective way to do this is to niche down. Instead of being a generalist, become an expert in a specific area of law and serve a particular type of client. For example, instead of being a trademark lawyer, you could specialize in serving e-commerce companies. This will help you stand out from the crowd and attract clients who are specifically looking for a lawyer with your expertise.
Create a Compelling Personal Branding Statement
Once you have identified what you want to be known for, the next step is to create a clear and compelling personal branding statement. This statement should communicate what you do and who you serve in a way that evokes an emotional response from your prospects. For example, if you specialize in serving e-commerce companies as a trademark attorney, your personal branding statement could be: "I'm a trademark attorney who elevates your business from part-time side hustle to full-time founder." This statement clearly communicates what you do (trademark law) and who you serve (e-commerce companies), and it speaks to the core desires of your prospects (building a successful business).
Integrate Your Personal Brand Across Your Marketing Channels
Once you have created your personal branding statement, it's time to integrate it across all of your marketing channels. Update the headline of your LinkedIn profile, add it to your LinkedIn bio section, and consider adding it to the description of your law firm's company page on LinkedIn as well. In addition to your LinkedIn profile, start creating social media posts, blog content, articles, and videos that showcase your personal brand. For example, if you specialize in serving e-commerce companies as a trademark lawyer, you could create a series of LinkedIn posts or social media posts specifically about the importance of protecting your brand, logo, and identity from imitators. The more often you create content that showcases your expertise, the more likely referral sources and clients will start to see you as someone who can solve their specific problem.
Leverage the Power of Video
One of the most effective ways to showcase your personal brand as a lawyer is through video. Contrary to popular belief, creating videos doesn't have to be time-consuming or difficult. In fact, lawyers who use video in their marketing spend less time on their marketing than their competitors. Video allows you to connect with your prospects on a human level before they even meet you. It also allows you to repurpose your content in a variety of formats, such as articles, social media posts, and infographics.
By using video, you can showcase your personal brand to large audiences through speaking opportunities, press coverage, and more. If you're seeking press attention, having a repository of videos that showcase your camera presence and ability to distill complex legal topics into easy-to-understand information will make you far more attractive to reporters.
In conclusion, building a strong personal brand as a lawyer is essential in today's digital-first world. By clearly identifying what you want to be known for, creating a compelling personal branding statement, and integrating your personal brand across all your marketing material, you'll be sure to attract a receptive audience and increase your leads in no time.
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