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The Importance of Personal Branding for Lawyers

Updated: Jun 16, 2023

OPIIA - Personal Branding

In today's digital-first world, building a strong personal brand is crucial for lawyers. The legal industry has evolved, and law firms can no longer solely rely on their brand to attract clients. A more personalized approach to marketing is necessary, and building a strong personal brand can help lawyers differentiate themselves from the competition, position themselves as subject-matter experts, and ultimately attract more high-quality clients.

In this article, we'll explore why building your personal brand as a lawyer matters and how to do it effectively.

We'll discuss how to identify what you want to be known for, creating a compelling personal branding statement, integrating your personal brand across your marketing channels, leveraging the power of video, and optimizing your personal brand for search engine optimization (SEO) using legal marketing related keywords.

Identify What You Want to Be Known For

The first step in building a strong personal brand as a lawyer is to identify what you want to be known for. Being a subject-matter expert in a specific area of law is no longer enough. You need to be able to position yourself as offering services that are unique and superior to your competitors. One effective way to differentiate yourself 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. By identifying what you want to be known for, you can create a personal brand that is specific, relevant, and resonates with your target audience.

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. By leveraging the power of your personal brand, you can create a strong online presence and reach new audiences.

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 ways.

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