Mere prowess is not sufficient to attract clients in the present-day context of legal industry. As the number of lawyers has increased, advertising both on and offline has become absolutely necessary; gone are the days when writing up a simple yellow page ad was all you needed. Building a personal brand as an attorney goes beyond having a pretty LinkedIn and headshot so you look professional — it is developing a reputation that makes you stand out, known for what you do well and can be trusted to do, and gaining the respect of prospects. “Build a Personal Brand as an Attorney”
Personal branding, when done well, can distinguish you from the thousands of other lawyers who do what you do. It conveys your specialness, increases your respect, and generates a stream of customers that willingly get the word out about you.
Importance of Personal Branding for Lawyers
This can be true in a very competitive market where legal skill is often not the only factor when clients decide who to hire. Having a strong personal brand gives you an edge by:
- Establishing yourself as an authority in your practice area
- Establishing trust before a client has met you
- Driving visibility in digital as well as offline arenas
- Tapping into the right clients that resonate with your skill set and values
Conceptualized a little differently, clients are not just paying for your legal services but also purchasing the experience of working with you. It stands as the logo of what that experience feels like.
Defining Your Unique Value Proposition
Before you market yourself, you need to find what makes a person want to buy or hire YOU and why. This is your Unique Value Proposition (UVP) — that one undeniable message in response to the question: “Why should any client hire me rather than some other lawyer?”
Ask yourself:
- What problems am I uniquely able to solve?
- Specifically, what are clients always complimenting me on?
- Am I offering something new in my unique way from a different background?
For instance, a personal injury lawyer who started out as an insurance adjuster might emphasize their insider knowledge of how insurance companies work. A mediator-trained family lawyer may also favor settlement over litigation in family matters.
This UVP will be the basis of all your branding.
Building Your Professional Image
Your professional image is the visual and verbal “face” of your brand. This includes:
- Headshots that are businesslike and exude confidence and approachability
- Same color schemes and fonts on all online resources
- In your writing and speaking, a similar tone of voice to your brand personality (whether that is formal and authoritative or warm and approachable)
Such continuity enforces recognition and makes you more unforgettable at every touchpoint, from your site to business cards.
Establishing Your Online Presence
If you want to have a powerful personal brand, then dipping into digital is not an option. Who knows when your future client will stumble upon your website, so you need to be searchable and appealing.
Focus on:
- A professional website that has your services, how you can help people, and a clear venue for booking time with you
- LinkedIn — use to network and become the voice in your space
- Social media — Facebook, Instagram, or even TikTok for brief videos about the best legal tip of the day
- Google Business Profile for local SEO and reviews
Posting regular, helpful content such as blog articles, brief videos, or case studies will make you relevant and on the forefront of potential clients.
Leveraging Thought Leadership
Becoming an authority figure — getting recognized as a thought leader in your industry — is one of the fastest ways to craft a strong personal brand. You can do this by:
- Giving speeches at professional conferences or local gatherings
- Writing articles for legal publications
- Hosting webinars or Q&A sessions
- Participating in interviews on podcasts or local media
You become the “expert” lawyer for your area of law, which can result in more referrals, media exposure, and higher-caliber client enquiries.
Networking and Relationship Building
Personal branding will always be about relationships, even in a digital world. Go to conferences, be part of professional organizations, and collaborate with your peers on work both online and offline. The more sincere connections you can build, the better your reputation.
Remember, your network can be a megaphone for your brand, referring you or sharing your content to create new opportunities.
Maintaining Brand Consistency
One of the most common mistakes lawyers make is lacking consistency in their messaging, not only among marketing materials but also throughout the trial presentation itself. If your LinkedIn profile indicates you work in corporate law, but your website advertises family law services, this creates inconsistencies in the mind of potential clients which shake faith.
Maintain consistency by:
- Keeping all profiles and platforms up to date
- Using the same professional bio across all your channels
- Following your brand tone and visual identity
With time, this repetition creates a sense of familiarity — and familiarity equals trust.
Evolving Your Brand Over Time
Your brand is always evolving. If you are growing, expanding, and evolving your skills and client base, then your branding must evolve alongside. Check in on your messaging and platforms intermittently to make sure this is the case.
The lawyers who have made the most headway in investing in their brand are those that see it as a long-term investment, not simply a one-time project.
Final Thoughts
In a competitive market, establishing your personal brand as a lawyer is probably the most effective marketing strategy. It sets you apart, builds credibility, and attracts your most aligned client relationships.
You might not be the best choice today in your specific niche, but by establishing your unique value, having a solid online presence, being recognized as a thought leader, and maintaining consistency, you make yourself the obvious choice.
Schedule your FREE Discovery Call now, and we can help you create a brand strategy to establish yourself as the top lawyer in your community.
“Build a Personal Brand as an Attorney”
