While most practicing lawyers are associated with a law firm, there is a lot more to the profession than being associated with a reputable company. Apart from attaining extensive legal knowledge and excellent persuasion skills, it’s important for professional lawyers to focus on their personal branding to take their careers to the next level.
Personal branding is important in this profession as most lawyers aim to start their own practice sooner or later, and this is where their reputation and the way they present themselves really matter.
Considering the fierce competition within the law community, those who don’t focus on building their public image will get lost in the sea of talented lawyers.
Even if you are just starting out your career as an apprentice, focusing on branding now will provide great dividends in the long run. So whether you are an aspiring lawyer or are already practicing, these tips can really help you out.
Here are the top 7 personal branding tips for legal practitioners to give them an edge in the industry.
1. Consistent Messaging
It is no secret that skilled lawyers are experts in different niches such as family law, corporate law, criminal law and so on. Hence, it is vital to be clear with the clients and potential customers regarding your niche.
Be it a business card, website, leaflet, or any other form of advertising you choose, be sure that your messaging is clear and consistent when highlighting your area of expertise. This will filter out a lot of false leads and allow those who really need your assistance to get in touch with you much faster.
2. Focus On Your Website
To improve personal branding, it is essential to not only build a website but also make sure that it’s aesthetically pleasing and easy to navigate.
Irrespective of your practice as a family lawyer, a business lawyer, or a criminal prosecutor, clearly list out your experience, achievements, services and core values. This flow of information, combined with a user-friendly web page design will go a long way in building your brand.
3. Highlight Your Strengths
While a good lawyer will be noticed in any law firm, it is important to make sure the public also notices these skills. Once you have finalized your fields of expertise and major strengths, showcase them on your public profile.
This will directly connect you with people who are in need of your services. Moreover, your experience will also instill trust in potential clients, which is very beneficial for your legal practice.
4. Invest In Content Marketing
Another great tip to build a personal brand as a lawyer is to invest in content marketing, whether through a content marketing firm or on your own.
Be consistent in adding relevant content to your website and build a legal database that can act as an emergency resource for the general public. The aim here is to help out as many people as possible who might benefit from your services. SEO-compliant blogs which focus on problem areas faced by a multitude of former clients are a great example of a brilliant content marketing campaign.
A well-curated campaign like this will consequently ensure a steady stream of new clients and increase the scope of your business. It also adds more credibility to your law practice and creates a positive impression about you as an individual.
5. Don’t Forget Networking
While reaching out to the layman is always important, a good lawyer should not forget to build strong business relations with other attorneys.
One of the best ways to do this is to attend industry events and meetings. Be sure to network with your peers at these events, for they can really help out with resources and guidance during the more difficult cases.
Attending these networking events will also help you understand the latest trends in your niche, which you can use to your advantage and gain more potential clients in the future. Thus, for an effective personal branding campaign, don’t forget your legal fraternity.
6. Promote Yourself on Social Media
This goes without saying, but in the age of rampant digital media consumption, having social media accounts is absolutely essential.
Whether you are a family lawyer, public interest lawyer, civil rights lawyer, tax lawyer or any other kind of lawyer, it is prudent to build a commanding social media presence.
One of the best social media platforms to achieve this is Twitter. Thanks to the limited character count, it is an excellent platform to share your expertise, anecdotes and observations, which will build a great rapport with your followers. Moreover, you can also respond and engage with other fellow lawyers, thus increasing your online visibility, which when combined with a well-designed website, guarantees a successful marketing strategy.
Another excellent platform is Linkedin, which you can also use to engage socially, network, provide tips, and offer more long-form legal advice in the long run. Many lawyers tend to ignore this platform, however, having a personal profile here is highly beneficial.
7. Highlight Your Victories
If you are a lawyer with a few years under your belt, then don’t hesitate to showcase your major victories. In the end, law is a profession that depends on reputation, and what better way to build your reputation than highlighting your success stories.
The greater the stories are, the more trust you will instill in prospective clients. Moreover, the testimony of former clients can also be shared, with their permission of course.
Just as businesses showcase their best products and services, you too need to share your success stories to build a more impressive reputation in the industry.
In conclusion, whether you are an amateur working in a burgeoning law firm, or a veteran who runs their own legal practice, the importance of personal branding remains equally relevant.
Although it may seem complicated at first, it is all about maintaining a good rapport with both clients and your peers, while advertising your biggest strengths and qualities. With these 7 tips, your personal brand is guaranteed to receive a major boost.
Shahid Shahmiri is a digital marketer by profession. He helps online businesses to grow with smart marketing tactics to achieve better sales and leads. He is passionately focused and driven to grow businesses online and can manage the marketing and lead generation process with proven tactics and experiments. Shahid is accountable for analyzing marketing, SEO, growth and dealing with all promotional and media channels.