Legal Career Advice: Five Tips to Help Build Your Personal Brand

A personal brand may seem like a concept more appropriate for writers, artists and performers — rather than someone with a legal career. But developing one is a fast-growing trend in many sectors, including the legal profession, as a way to stand out in a crowded and competitive field.

So, what exactly is a personal brand? For one, it’s not a logo or tagline. Rather, it’s the blueprint for how you present yourself, from the elevator pitch to professional persona. You probably already have developed one, whether intentionally or not. The trick lies in knowing what your brand says about you and enhancing it to leverage an advantage in your legal career.

Here are five tips for discovering your personal brand and learning how to make it work for you.

1. Know thyself. Self-awareness and authenticity are foundational to building a successful personal brand. Honestly assess where your strengths lie and focus on what sets you apart from the crowd. Make a list of your skills and analyze what it says about you. Examples: Are you immaculately organized in managing caseloads? Have a certain way with cantankerous clients? Do colleagues go to you whenever they have a question about legal and office software? Write down some bullet points of what you consider to be your best assets and soft skills.

2. See how you’re seen. Now take a look at how others perceive you. Besides just your job responsibilities, what would fellow employees miss if you weren’t around? Make a note of what they repeatedly entrust you to do. Look at past performance reviews to see if certain attributes stand out. If you’re bold enough, ask a few friendly colleagues to coffee or lunch and ask them to describe you. Focus on the positive.

If there’s a lot of daylight between your self-perception and how others see you, you’ll need to decide what aspects of your personal brand to tweak, hone and emphasize to better control the way others see you.

3. Align goals with personal brand. Where do you see yourself in 12 months? Five years? Ready for a legal career move? Defining your goals will provide the roadmap for crafting your personal brand. What does this mean? Let’s say you’re a legal secretary with ambitions of becoming a litigator. Your personal brand should therefore be one that radiates leadership, excellent communication skills, an ability to persuade and negotiate, and a calm demeanor in tough situations.

A personal brand is especially beneficial to have during a job search. Whether you’re an entry-level or senior paralegal or a seasoned legal professional, you can tailor your application materials and interviews using what you know about your strengths. The more you can shape how others perceive you, the more control you’ll have over your legal career.
4. Boost your online persona. These days, managing your online presence is as important as how you present yourself in person. Google yourself regularly and check out what potential employers, managers or clients can read about you. Social media is a particularly powerful platform for reinforcing — or eroding — your personal brand, so be sure to pay close attention to your online reputation and brush up on your digital etiquette.
But don’t rely on just LinkedIn or legal social networking sites, particularly if you’re a legal consultant or freelancer. A personal website or blog is an excellent way to further cultivate and promote your brand. Both platforms accelerate your brand message by highlighting professional achievements, unique skills, specialized knowledge, and personal values.
5. Own it! How you dress, the tone of your voice, your confidence level, the firmness of your handshake, your body language — they’re all part of your branding. Aim to align these tangibles and intangibles with the professional message you want to convey. And don’t forget to look at all the ways you broadcast yourself — your legal resume, cover letter, elevator pitch, business card, email signatures, online presence — and make sure they sync with your brand.

If you don’t define yourself, someone else will do it for you — and they may come away with a different sense than the one you want to or wish you could convey. Take charge of your legal career by being the one who crafts your personal brand.