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Personal branding (for lawyers) in 2020


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Personal branding (for lawyers) in 2020

  1. 1. Personal Branding in 2020
  2. 2. Sascha Funk Co-Founder at Kite Consult Co.,Ltd. Professor at Thammasat Univ., BJM. Sascha Funk is based in Bangkok, Thailand where he works as University lecturer at Thammasat University, Mahidol University & Stenden University lecturing in Journalism, Online Business and New Media related subjects while overseeing research projects focusing on new media, communication & society as well digital currencies and educational technology. Prior to shifting his professional career to Southeast Asia he worked in management for New Media and Digital Marketing agencies in Europe. Now he just co-founded KITE Consult Co., Ltd.
  3. 3. Why do lawyers need personal branding?
  4. 4. Symbiotic relationship Balance between personal brands and the firm’s overall image. Attorneys and staff should have brands that align with the firm. Attorneys with strong personal brands can be assets to the law firm. A respected lawyer’s reputation might affect the firm the work for. Both, lawyer and firm, benefit from increased business.
  5. 5. Attorney branding basically works in the same way. It helps you to let people know why the should trust you, what makes you unique, and why the should choose to work with you. For law firms branding is a way to stand out from the crowd, to highlight why clients should decide working with them.
  6. 6. Firm branding and attorney branding might overlap at times. When it comes to personal branding the focus, however, is on you. Think about why clients hire lawyers. Some clients go for famous law firms, others try to find the lawyer that fits their needs best due to his or her expertise. For example, you may be skilled in regards to all things family law. When starting your personal brand, you would focus on the fact that your law firm helps in lots of family law related cases and that you are the go-to attorney for such cases.
  7. 7. Benefits of a strong personal brand organically attract more clients projects opportunities media attention
  8. 8. Helping understand your priorities
  9. 9. What lawyers use social media for *ABA Techreport Career Development / Networking Client Development Education / Current Awareness Case Investigation Other
  10. 10. How clients find lawyers 96%via Search Engines 74% Taking action on website
  11. 11. How social media impacts client relations 27%Retain services via social media 80% Get clients through blogging
  12. 12. Agenda Personal Branding Concepts Cases Tips Focus on LinkedIn Take aways What is personal branding and why is it important Real life examples of personal branding Why LinkedIn is good for personal branding and how to use it 1 2 3 4 5 Tactics to improve your Personal Branding
  13. 13. What is a Personal Brand? 1 Personal Branding Concepts
  14. 14. You’re not defined by your job title and you’re not confined by your job description. Starting today, you are a brand. ” “
  15. 15. The Internet is now more important than your resume and if nothing interesting comes up when someone googles your name then you have a problem. Particularly, if you are in a position where you handle high paying cases and clients as they want to know who they work with and why they should trust you. Sascha Funk
  16. 16. Your Personal Brand Is The New Resume: Over the years the importance of personal branding has grown astronomically. Social Media platforms like Facebook, Twitter, LinkedIn, Instagram and YouTube provide us with easy access to share and document our experiences. In regards to sharing knowledge and expertise, there are also blogging solutions such as WordPress, Wix, and Medium, that are rather easy to set up and maintain. Expressing what makes you unique by creating your own website or blog and showcasing your expertise through multimedia storytelling, social media, and so on helps potential clients to verify who you are and what you stand for. YOU Your Image Your Mission Your Value Your Vision
  17. 17. Why You Need A Personal Brand 1 Personal Branding Concepts
  18. 18. Your individual personal brand is created by the personal values that you believe in and how you build your professional reputation through contributions to your communities, online and offline. What will you gain from a strong personal brand reputation x trust x attention x execution 1 Personal Branding Concepts
  19. 19. Developing Your Own Personal Brand 1 Personal Branding Concepts
  20. 20. How to create A Personal Brand? 1 Personal Branding Concepts
  21. 21. • What type of content have you created that your followers have responded to most? • Can you replicate this with other similar content? • The more unique and engaging content you create on your chosen topic of expertise, the more your followers will start to think of you as a leader in your chosen field. Define your area of expertise 1
  22. 22. 1. Ask your self why do you need personal branding? What is your goal? Do you want to create a personal brand to be ‘cool’? Is that really important or do you have more to offer? 2. Branding in the right place, For example: If you want people to recognize your professional skills you can focus on building your LinkedIn profile. If you want to be known by a wider audience, you could build up your Twitter profile . Define your branding goals 2 My goals
  23. 23. 3 Develop strong brand statement Why brand statement? Make the audience get to know you in order to feel better connected. When someone feels connected to a brand or personality, they are more likely to have more trust. What is brand statement? A brand statement is one way to connect with your audience in a way that briefly, but clearly, defines you as a brand. How to make brand statement? It should highlight your area of expertise, the values that you stand for, the mission you want to accomplish, and the vision that you embody.
  24. 24. How to develop a strong brand statement ? 1.Find out what people think of you. You already have a personal brand! Ask the question below and make a list. What are three words that describe me? E.g.: Motivated Futuristic Considerate
  25. 25. How to develop a strong brand statement ? 2. Consider what makes you unique to help differentiate your brand • your skills, education, i.e. Family Law • interesting companies you’ve worked for • other skills that come from your personal life Differentiating factors
  26. 26. How to develop a strong brand statement ? 3. Develop a quick and engaging pitch to describe your brand to others ● BOLD: your pitch should show how you change the world ● RELEVANT: your pitch needs to relate to what you actually do ● AUTHENTIC: your pitch can be aspirational, but you have to live up to it ● NOTABLE AND EASY TO UNDERSTAND: your pitch should be concise and memorable, making people want to know more ● DIFFERENTIATED: remember, different is better than better A brand statement should be
  27. 27. Case Studies 2 Case Studies
  28. 28. Ok but they are established figures? What can I do?
  29. 29. Start with the basics
  30. 30. ” “Your personal brand is what other people say about you when you leave the room. It’s your professional reputation
  31. 31. How to show your brand to the world? 3 Tips
  32. 32. WWW Website - get in touch later - rn we assume you all are happy here at T&G ;-) Social media - our focus today Live events Communicate what you want to be known for
  33. 33. •Decide which social media account(s) you are going to focus on •For the networks you will be using, make sure all of your information is complete and accurate. •showcase your work •Delete questionable content from years past that doesn’t have a positive effect on your professional image. this will help you to build traffic to the networks you want to focus on Manage social media accounts Mohpichai •1st Mohpichai Pitchanee Mohpichai Entrepreneur
  34. 34. Import your contacts Sync contacts linkedin - email - social media…
  35. 35. Find and Keep your voice
  36. 36. Create engaging content! Old times: the more you post, the bigger your reach Today: over-posting leads to fatigue and annoyance Find out (analyze) engagement data once you see some and identify which times and what content works best
  37. 37. Curate engaging content Reposting is a good way to stay engaged. It shows that you care about others’ work as well It shows that you are not only on social media to post about yourself but that you spread the love It gives you content to post Do share different kind of content Do not overshare though
  38. 38. As you evolve as a person, make sure your personal brand evolves with you
  39. 39. Content you could post new posts about you sharing content that isn't yours interacting with others advertising products you love
  40. 40. Share your wisdom and increase your credibility by mentoring others
  41. 41. Become the go-to source Become THE source everybody wants to talk to!
  42. 42. Be Ubiquitous • have multiple social media • Be dedicated - don’t ‘spray & pray” • Blog • Social media (fb, ig, twitter) • YouTube This will increase your visibility
  43. 43. Be active Once you start, you can’t stop. questions, discussions, comments, replies. Etc - whatever it takes to build strong relationships and increase loyalty
  44. 44. Use apps / software Hootsuite This just makes life so much easier. Buffer, Hootsuite, etc. - screenshots
  45. 45. Use apps / software TweetDeck
  46. 46. Use apps / software Buffer
  47. 47. Keep it positive
  48. 48. Be part of a group Social Media Groups Can Help You: - Challenge and motivate yourself - Push you to achieve your goals - Keep you accountable - Get ideas - Receive feedback - Gain confidence - Expand your skills - Test your knowledge - Develop leadership skills - Help others - Do some good - Make friends - Discover new opportunities
  49. 49. Study influencers Identify and engage with influencers
  50. 50. Social Media Tactics
  51. 51. Daily picture sharing on Instagram Visual storytelling via design apps (e.g. to create distinctive looks Use relevant hashtags for content discovery. As user and producer.
  52. 52. Facebook Page for your digital brand. Create value in your area of expertise. Make sure you are well prepared in said area. Share content from your blog and other websites coherently. Boost posts once in a while for enhanced lead generation. It’s a visual world! As of now the content that shows the highest interaction is video content, especially live video. Plan your content accordingly.
  53. 53. Share your videos on YouTube. Learn how to handle audio, lighting and camera angles. Actively follow video content creators on Instagram, Snapchat and YouTube and build relationships. Record screencasts, webinars, informational videos and behind-the-scenes content to show your expertise and educate and provide value to your following.
  54. 54. Interact on Twitter. Create detailed, segmented, Twitter lists of interesting people. Regularly retweet the people on your lists. When they respond, start conversations about topics you share and they are passionate about.
  55. 55. See How You Appear Online
  56. 56. See How You Appear Online
  57. 57. See How You Appear Online
  58. 58. Actively participate in online conversations with Google Alerts. Screenshot google alerts
  59. 59. Bonus - Hot Topic 2020 - Podcasts!
  60. 60. Bonus - Hot Topic 2020 - Podcasts! Move slide up! Podcast facts / ‘boring’ examples Find your niche
  61. 61. Optimize your LinkedIn Profile for search and discovery Add potentially interesting connections (professors, colleagues, friends, etc.) Get references from previous clients or management to highlight on your profile. Complete your profile to its full extend. Don’t leave anything out in order to optimize it for discovery and LinkedIn search. Do use keywords related to your industry and your particular set of skills.
  62. 62. How LinkedIn can help you? • personal brand • traffic and visibility • business leads and opportunities • connections • reach z INCREASE
  63. 63. How LinkedIn can help you? • invitations to conferences • panels • groups Leads to
  64. 64. Example How LinkedIn can help you?
  65. 65. Highlight your Unique Value Proposition Pimp your profile picture and your headline Optimize your summary. don’t ramble, avoid buzzword bingo Be clear about what you do
  66. 66. Expertise Authority Trustworthiness
  67. 67. Personal Page
  68. 68. Publish long-form content
  69. 69. Groups Member: Benefits - interact, contacts - etc Founder / organizer: access to members - messaging, contacts
  70. 70. Professional Page
  71. 71. Send Messages
  72. 72. What’s the frequency? Facebook LinkedIn Twitter Pinterest Instagram 0 1.25 2.5 3.75 5
  73. 73. How to rock LinkedIn cheat sheet & take aways
  74. 74. Contribute something of value to your target market.
  75. 75. Don’t assume that your connections see all your posts.
  76. 76. Create engaging content.
  77. 77. Avoid links.
  78. 78. Keep it real: Post original photos that include people’s faces.
  79. 79. Post regularly.
  80. 80. Connect on a personal level, but keep it professional.
  81. 81. Interact with others.
  82. 82. Become a micro-influencer.
  83. 83. Do not stop!
  84. 84. Your Linkedin SSI Me on linkedin ;-) DIY
  85. 85. More information on