It's well-known that consumers buy branded services and will pay a premium for it. Unbranded products are less desirable and are considered generic. This logic applies to plaintiff lawyers, making it essential for lawyers to have personal brands to succeed.
A personal brand has been the key to growing a plaintiff's practice as long as legal services have been offered. It is firmly-established that people choose lawyers whom they know, like and trust.
The benefit of a personal brand is that it enables you to build personal connections. A lawyer who is a brand name can make closer connections with clients prospects and referral sources.
Thanks to the internet and social media, there have never been so many ways to position yourself as “the go-to-lawyer.” But personal brands don't just happen.
You must take the steps to create and cultivate a personal brand. If you are inactive, you have no brand -- and you have given potential clients no particular reason to choose you.
Plaintiff lawyers create a personal brand:
It even matters how you look. For example a friend of mine who is a trial lawyer makes a point of always dressing in a suit and tie, demonstrating that he is ready to go to court. When clients see him, they see a trial attorney -- which is his personal brand.
Take note that your credentials -- schools attended, previous jobs, bar association memberships, jurisdictions where you are admitted and internal positions -- do nothing to establish your brand. These are just “features” -- like a car having four doors.
The thing that attracts clients are “benefits” -- such as case histories, verdicts and settlements, interviews in the media -- that show how you helped others succeed. There are a lot of talented lawyers with a lot of experience, but clients choose brand-name lawyers who have done something for someone else.
Notice that all the elements of a personal brand are based on engagement. It is one thing to write a blog post that reports a court opinion or trend in the law. It is another thing to adopt a viewpoint and tell readers that you think it's either good or bad for consumer clients. The viewpoint defines who you are and builds your brand.
A successful trial lawyer in Boston told me follows class actions on social media. “When there are new developments, I'm quick to give my own spin on what I think it means for clients,” he says. “And I'll get it out there through multiple channels. It gets sent by email to clients and contacts, it gets posted to LinkedIn and other social media.”
Engagement is important on social media. Most lawyers do the basics by merely broadcasting an update. However, brand name lawyers respond when someone reaches out to them online. A successful trial lawyer in Nashville told me he is skilled at social media. When someone endorses him or asks to connect on LinkedIn, he responds with “Tell me what's going on with you?” This simple inquiry distinguishes a lawyer from being an online profile into being someone interesting to know.
It can take effort to start a discussion on LinkedIn, but it's easy to leave a comment -- and I assert that it's more effective. By making a constructive, positive comment you engage everyone who is following the discussion and distinguish yourself by what you say.
Ultimately, your clients define your personal brand. I'm pleased to see the trend that more lawyers are naming their clients in their profiles. It isn't necessary to name them all -- just the kind of clients you want more of. A list of representative cases spells out the kind of case you want, and makes similar clients more comfortable with retaining you.
As Tom Peters wrote in Fast Company, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You."
