I’m all about building your brand. It’s more than just establishing your logo and slogan. That’s just the barest minimum of being identifiable across your marketing materials.
But what makes you memorable to your audience? And what attracts them to you in the first place? That’s your personal brand.
Build your image: who do you want to be?
You need to separate yourself from the other lawyers with the same practice, and it’s not about offering the best quote or the best case history. The latter is a part of it, the former is definitely not.
In fact, your image of expertise can also lean on your quotes.
You need to decide on your pricing strategy and stick to it. It’s part of your brand image as an expert, as someone who is dependable, and your value-based quoting should match and convey that image. So who do you want to be? The immigration lawyer? The divorce lawyer? The car accident lawyer?
Pick your niche and then build your brand through accurate, definitive, and consistent content that starts a relationship between you and your target audiences.
Is your brand accurate?
What do you want your image to reflect and represent? Is it accurate to who you are, how you work, and how you treat your clients?
If you’re not communicating these with your brand, it’s time to plan and strategize on how to do just that. Maybe you need to choose a better color scheme. Look at your website and social media pages right now. Do your colors and fonts look professional? Do they convey the competent, friendly, sophisticated, and reliable image you want?
Maybe you need more videos or Facebook Lives where you communicate the same way you would with your clients. You definitely should make more posts (perhaps even webinars) where you answer questions from your area of expertise. Can people look at your posts and videos and immediately get a sense of what you would be like if they hired you?
Do you position yourself where you want to be? Does your brand attract exactly the right clients you want? Because if you don’t, it means your brand is not accurate.
It’s important that your brand should accurately define:
- What you do
- How you do it
- Who you serve
- How you serve them
Does your brand establish a relationship with your audience?
Brands now rest on relationships, not products. They focus on real community interaction almost as much they focus on the benefits people can gain from your service.
Your personal branding should aim to position you as an expert. That means publishing content, and a lot of content, where people can see and experience your expertise.
Publish a book or two, give away free mini-ebooks, and guides your target audience can use.
Content marketing and social media marketing work because your people have questions, and you should answer those questions through your content and your posts. This is how you stay relevant and visible, and how you nudge your clients toward making a decision to hire you. If not now, then definitely later.
The more you build relationships with your audience, the more they are convinced that you’re who they want to hire for their case and the people who don’t need you recommend you to those they know who do.
More than reliable, does your branding make you relatable?
We’re talking about a personal brand– with the operative word being “personal.” As lawyers, we serve people so it’s natural that everything is personal and empathetic. Yes, we’re professionals, we’re experts, but your brand should also be accessible in a way that makes people see you as a person, someone they trust and like.
Decide who comprises your audience, and then open up to them a little, enough to make them feel like they know you and can therefore trust you.
You might have more than one audience. For example, I have my clients and I have fellow lawyers. I certainly have different content and content types for these two audiences.
I don’t have two different personalities for each. But both audiences know me, as a fellow lawyer and as a fellow Mexican/mother/wife, and so on.
So what about you? What’s your personal brand? Have you established it yet? We’ll talk about it more in upcoming blogs. In the meantime, I want you to think of who you want to be for your audiences. Is your current branding a match for that vision?
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about personal brand, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!