Brand Yourself – Personal Business Development & Branding Strategies for Professional Success

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Does your personal brand attract new clients? Do you know what your personal brand is—and whether it compliments or conflicts with your firm’s brand?

Increased legal market competition isn’t going away. The really competitive firms are widening their lead through focused business development and branding efforts. We also know that the biggest benefits that come from understanding and promoting your personal branding is more and better clients.

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Brand Yourself – Personal Business Development & Branding Strategies for Professional Success

  1. 1. MAKE YOUR FIRM UNIQUEbrand yourselffor professional successpersonal business developmentand branding strategies
  2. 2. MAKE YOUR FIRM UNIQUEtoday’s agenda  building a personal brand  the personal brand as an extension ofthe firm brand  building a personal plan
  3. 3. MAKE YOUR FIRM UNIQUEbuilding a personal brand
  4. 4. MAKE YOUR FIRM UNIQUEwhat is a brand?understand the theory before youattempt a strategy
  5. 5. MAKE YOUR FIRM UNIQUEa brand is not a logo alone.a brand is a distinctive identitybased on a promise of valuedifferent from any other.
  6. 6. MAKE YOUR FIRM UNIQUEthink of it as personality  consistency is transformed into personality  personality contains the human qualitiesyou relate to and depend on in arelationship  loyalty is the emotional payoffthat is, make the brand personal
  7. 7. MAKE YOUR FIRM UNIQUE
  8. 8. MAKE YOUR FIRM UNIQUE
  9. 9. MAKE YOUR FIRM UNIQUE
  10. 10. MAKE YOUR FIRM UNIQUE
  11. 11. MAKE YOUR FIRM UNIQUEhow is personality expressed?  through your “voice” in print  via your appearance (bowtie or tieless)  by your manners and polish: folksy orrefined  by your printed or online communications  by the whole package[note to self: consistency]
  12. 12. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarkobservation #1: Early on intheir careers, these million-dollar babies all decided topursue a hobby, which turnedinto a passion.
  13. 13. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarktip: View your role as a lawyerwho needs to bring inbusiness to the firm and yourpartners–not to yourself.
  14. 14. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarkobservation #2: Each of therainmakers were not snobsdespite their education andincome level.
  15. 15. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarktip: Follow every client, nomatter where she or he goes.
  16. 16. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarkobservation #3: None of therainmakers smoke or has hadmore than one alcoholic drinkwith a client–ever.
  17. 17. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarktip: Keep your businessantennae up–no matter whereyou are.
  18. 18. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarkobservation #4: All four–whetheron a casual day or otherwise–deliberately made sure theylooked “well-dressed.”
  19. 19. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarktip: Make sure your invoicesare as perfect as your briefs.
  20. 20. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-Dollar Rainmakers”Stacy West Clarktip: Don’t confuse title withauthority.
  21. 21. MAKE YOUR FIRM UNIQUEthe personal brand as anextension of the firm’s brand
  22. 22. MAKE YOUR FIRM UNIQUE  design around your business goals  position yourself as important, confident and aleader  preview what it s like to work with you  encourage dialogue  humanize your offering  tell stories and deliver proof  use charts, maps, tables and diagrams todeliver substantive contentthe goal of all communications
  23. 23. MAKE YOUR FIRM UNIQUE
  24. 24. MAKE YOUR FIRM UNIQUE
  25. 25. MAKE YOUR FIRM UNIQUE  design around your business goals  position yourself as important, confident and aleader  preview what it s like to work with you  encourage dialogue  humanize your offering  tell stories and deliver proof  use charts, maps, tables and diagrams todeliver substantive contentthe goal of all communications
  26. 26. MAKE YOUR FIRM UNIQUE
  27. 27. MAKE YOUR FIRM UNIQUE  design around your business goals  position yourself as important, confident and aleader  preview what it s like to work with you  encourage dialogue  humanize your offering  tell stories and deliver proof  use charts, maps, tables and diagrams todeliver substantive contentthe goal of all communications
  28. 28. MAKE YOUR FIRM UNIQUE
  29. 29. MAKE YOUR FIRM UNIQUE
  30. 30. MAKE YOUR FIRM UNIQUE  design around your business goals  position yourself as important, confident and aleader  preview what it s like to work with you  encourage dialogue  humanize your offering  tell stories and deliver proof  use charts, maps, tables and diagrams todeliver substantive contentthe goal of all communications
  31. 31. MAKE YOUR FIRM UNIQUE
  32. 32. MAKE YOUR FIRM UNIQUE0:30 / 3:00 / 30:00masteringthe art ofconversationalbranding
  33. 33. MAKE YOUR FIRM UNIQUEI m a lawyer.
  34. 34. MAKE YOUR FIRM UNIQUE0 10what did I [the lawyer] fail to do?  who am I?  who do I work for or with?  how do I do it?the :30 pitch
  35. 35. MAKE YOUR FIRM UNIQUE0 10what do you [the client] want to know?  who are you?  how can you help me?  how can I help you?the :30 pitch
  36. 36. MAKE YOUR FIRM UNIQUE
  37. 37. MAKE YOUR FIRM UNIQUE1.  have a purpose: what do you want thelistener to do?2.  create a dialogue3.  position yourself as important,confident and a leader.0 10the :30 pitch
  38. 38. MAKE YOUR FIRM UNIQUEall decisions areemotional decisions
  39. 39. MAKE YOUR FIRM UNIQUEFindingExpertiseChoosingIntellectual Expertisewhen people look for services . . .Emotional Comfort Comfort
  40. 40. MAKE YOUR FIRM UNIQUEFindingExpertiseChoosingIntellectual Expertisewhen people decide to buy . . .Emotional ComfortComfortFinding ChoosingIntellectualEmotional
  41. 41. MAKE YOUR FIRM UNIQUEbuilding a personal plan
  42. 42. MAKE YOUR FIRM UNIQUEthe only bad marketing is nomarketing, and the next levelof bad marketing is marketingwithout a strategic plan
  43. 43. MAKE YOUR FIRM UNIQUElaw firm strategy pyramid
  44. 44. MAKE YOUR FIRM UNIQUElaw firm strategy pyramid
  45. 45. MAKE YOUR FIRM UNIQUEwhy the pyramid works  establishes goals that align with the firmclear, actionable and measurable goals are thedifference between good intentions and actualresults  guides firm resources  people and finances  fosters target and cross-marketing  identify and maximize opportunities withinindustries, clients and client groups
  46. 46. MAKE YOUR FIRM UNIQUEpersonal business development plancomponents  goals  client development opportunities [existingclients]—gap analysis  new clients/prospects  relationships & engagement—professional/civic/industry involvement/referrals  personal brand—public profile/credibility
  47. 47. MAKE YOUR FIRM UNIQUEgoals
  48. 48. MAKE YOUR FIRM UNIQUEclient development opportunities
  49. 49. MAKE YOUR FIRM UNIQUEnew clients/prospects
  50. 50. MAKE YOUR FIRM UNIQUErelationships & engagement
  51. 51. MAKE YOUR FIRM UNIQUEpersonal brand
  52. 52. MAKE YOUR FIRM UNIQUEfin

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