Build Your Personal Brand as an Attorney

In today’s legal landscape, building a personal brand is not just a trendy buzzword—it’s a critical component of career growth and professional success. Whether you’re an associate looking to stand out, a partner seeking to expand your practice, or an in-house counsel making waves in a specific industry, a strong personal brand helps you establish authority, attract new opportunities, and grow your professional network. 

But what exactly is a personal brand, and how does it differ from the brand of your firm? More importantly, how can you create an authentic and impactful personal brand while ensuring it aligns with your professional goals and ethics? Let’s explore the fundamentals, from understanding the distinction between firm and personal branding to writing an exceptional bio that reflects your unique value. 

What Is a Personal Brand? 

A personal brand combines your reputation, expertise, and the unique perspective you bring to your legal practice. Unlike your firm’s brand—a collective identity representing the firm’s values, services, and history—your personal brand is about you: your story, values, and professional journey. 

Firm Brand vs. Personal Brand: What’s the Difference? 

Understanding the difference between your firm’s brand and your brand is crucial to avoid conflicts and ensure cohesion: 

Why Your Brand Matters 

A personal brand can provide numerous benefits at every stage of your legal career: 

1. Career Advancement: A well-defined brand positions you as a thought leader in your field, making it easier for colleagues and clients to recognize your expertise. If you aspire to teach, write for the industry, or become a public speaker your brand is critical to help you stand out.  
2. Client Development: Clients are more likely to seek out lawyers with strong reputations and unique perspectives. Your brand can help attract the right clients and referral partners. 
3. Networking Opportunities: A clear, consistent brand makes it easier for others to connect with you at networking events, online, and within the legal community. 

 

Five Steps to Building Your Brand 

1. Define Your Unique Value Proposition 

The foundation of your brand starts with understanding what makes you unique. Ask yourself these questions: 

1. What areas of law am I most passionate about? 
2. What do clients and colleagues often praise me for? 
3. How do I want to be perceived by others in the legal community? 

Focus on the intersection of your expertise, values, and what differentiates you from other lawyers in your practice area. This combination is your unique value proposition (UVP)—the core of your personal brand. 

Example: 

Instead of saying, “I’m a business lawyer with 10 years of experience,” your UVP could be: 

“I help tech startups navigate complex regulatory challenges and protect their innovations so they can focus on growing their businesses.” 

 

2. Audit Your Online Presence 

Your brand is heavily influenced by what people see online. Google your name and assess the first few search results. Do they reflect your professional identity? 

Steps to optimize your online presence: 

1. Update LinkedIn: Ensure your profile is complete, professional, and aligned with your brand. Use a high-quality photo, write a compelling headline, and focus on your key achievements. 
2. Personal Website or Blog: If you’re serious about building your brand, consider creating a personal website or blog to showcase your expertise through articles, case studies, or thought leadership pieces. 
3. Social Media: Keep your personal and professional social media accounts separate. Choose Social Media platforms that align with your professional brand and ethics. On professional accounts, share insights relevant to your practice area and engage with thought leaders in the legal community. 

3. Thought Leadership and Content Creation 

Sharing your knowledge and perspective through content is one of the best ways to build your brand. Thought leadership can take many forms: 

1. Articles and Blog Posts: Write about topics relevant to your practice area and submit them to industry publications (like The Docket!) or your firm’s blog. 
2. Public Speaking: Participate in panels, webinars, or CLE presentations to showcase your expertise. 
3. Social Media Content: Share updates, commentary on legal developments, and relevant articles on LinkedIn. 

The key is consistency. Regular content creation helps reinforce your brand and positions you as a go-to resource in your field. 

4. Network with Intention 

Your brand is not just about online presence—it’s about the relationships you build. Attend networking events, join professional organizations, and engage in your local legal community. 

When you work in networking, please focus on quality over quantity. Meaningful connections with a smaller group of professionals can be far more valuable than superficial interactions with a large audience.  

5. Write an Amazing Bio 

Your bio is one of the most essential tools in your personal branding arsenal. It’s often the first thing potential clients, colleagues, and employers will read about you, so it must be clear, engaging, and authentic. 

Here’s a step-by-step guide to writing a bio that stands out: 

Start with a Strong Introduction – Your opening sentence should summarize who you are and what you do compellingly. 

Example: “Jane Doe is a business attorney who helps entrepreneurs protect their brands and navigate the complexities of intellectual property law.”

Highlight Your Key Achievements – Focus on accomplishments that differentiate you and showcase your expertise. Avoid listing every job you’ve ever had—stick to highlights that matter to your target audience.

Include a Personal Touch – Humanize your bio by briefly mentioning personal interests or causes you’re passionate about. This will help potential clients and colleagues connect with you on a more personal level. 

Example: “When she’s not practicing law, Jane enjoys hiking in the Rockies and volunteering with local animal rescue organizations.” 

End with a Call to Action – Invite readers to connect with you or learn more. 

Example: “Connect with Jane on LinkedIn or visit www.janedoeattorney.com to read her latest articles on business law and intellectual property.” 

 

Final Thoughts 

Building a personal brand takes time and effort, but the rewards are worth it. By defining your unique value, optimizing your online presence, creating thoughtful content, and networking with intention, you can establish yourself as a leader in your field and attract new opportunities.