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Individual Lawyer Branding


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Texas attorney Stacey Burke speaks to the Oklahoma Criminal Defense Lawyers Association on how to develop your individual lawyer brand.

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Individual Lawyer Branding

  1. 1. + Individual Lawyer Branding Stacey E. Burke
  2. 2. + Introduction to Branding
  3. 3. + What is a Brand? A brand is anything - a symbol, design, name, sound, reputation, emotion, employees, tone, and much more - that separates one thing from another.
  4. 4. + Business v. Personal Branding  Branding on a business-level is common, but today branding is becoming just as important on a personal level. After all, you might work for a business that works with other businesses, but it’s people working with people that makes business relationships valuable.
  5. 5. + Tag Team Strategy You don’t have to choose between building a personal brand and a company brand. You can build both simultaneously.
  6. 6. + Become Your Own Brand  Personal branding is the process of developing a "mark" that is created around your name or your career. You use this "mark" to express and communicate your skills, personality, and values. We can each have our own brand and cultivate our power to stand out and be unique.
  7. 7. + Building Connections  Even if you work for a company that already has an established brand, building your individual brand still has benefits for both you and your employer, because: People like other people, and like to follow other people online, as they’re often more interesting than a company. Having a personal brand is more important now than ever before, as high-level executives of companies/brands come out to the forefront to connect directly with their audiences.
  8. 8. + A personal brand is who you are, what you stand for, the values you embrace, and the way in which you express those values. Just as a company’s brand helps to communicate its value to customers and helps it to stand out from the competition, a personal brand does the same for individuals, helping to communicate one’s unique identity and clear value to potential employers or clients.
  9. 9. + So Why Should You Build Your Individual Brand?  Building a recognizable personal brand opens professional opportunities for both career advancement and thought leadership, including:  Jobs  Sales / more clients  Speaking engagements  Publication opportunities  Awards  When you’re the face of your business, building your personal brand makes perfect sense.
  10. 10. + But Wait, There Are More Reasons  Look Like A Leader. Having a personal brand helps to build trust with your audience, by positioning yourself as an authority and thought leader in the legal industry.  Media Mentions. Having a defined personal brand makes it easier for you to pitch to and be found by media (online publications, magazines, television, radio, podcasts, etc.). The media constantly searches for experts to share their insights.  Get More Clients. Building a personal brand that positions you as the go-to expert in a specific niche helps you to attract more of your ideal clients. When you’re positioned as an expert, it’s also easier for people to refer clients to you.
  11. 11. + Steps to Developing Your Individual Brand
  12. 12. + Step One Build an Authentic Foundation by Figuring Out Who You Are
  13. 13. + Step One  Your personal brand should not be an inauthentic persona.  Branding is not about positioning yourself as something that you are not. It’s about purposefully and strategically showcasing your authentic self to your audience and your customers.  Your personal brand should be a true reflection of your skills, passions, values, and beliefs.
  14. 14. + Step One  Ask yourself:  What do you want to be known for?  What do you want to accomplish?  If you could only give one piece of advice to your audience, what would it be?  Your personal brand is more than just a reflection of who you are today; it’s a roadmap of where you want to go.
  15. 15. + Step Two: Inventory Your Existing Assets To build a strong brand foundation, start by taking inventory of the offline branding assets you already possess, including licenses and certifications.
  16. 16. + Step Three Define Your Target Audience
  17. 17. + Step Three  Before you start crafting your personal brand, you also need to determine who you’re trying to reach. Is it other industry thought leaders? An individual at a particular company? Recruiters?  The sooner you define the audience, the easier it will be to craft your story, because you’ll better understand the type of story you need to tell (and where you need to tell it.)
  18. 18. + Step Three  In order to attract your perfect clients, you must be willing to repel those you do not want to work with. This means identifying a specific target audience and building a brand that is attractive to them.  Create your ideal client profile. The more you understand about them, including their desires and challenges, the more prepared you will be to structure services they truly want and need (identify their pain points).
  19. 19. + Step Four: Build Yourself Up Online One of the most important aspects of personal branding is making sure your online presence is engaging to hiring managers, co-workers, and others—even if you’re not on the job hunt.
  20. 20. + Step Four: Optimize Your Website Biography
  21. 21. + Step Four: Keep it Professional  Ensure you have a strong social media presence you own and control  Professional photography  Professional logo  While your story should match across all platforms, once you know where your audience is most likely to turn, you can redouble your efforts there.
  22. 22. + Step Four: Social Proof  Having current and former colleagues and managers endorse you is one of the easiest and most effective ways to define your personal brand, allowing others to communicate your value for you. Just as a business might cultivate customer reviews and testimonials for use in sales and marketing collateral, you too should cultivate your own reviews in the form of recommendations and testimonials.  The most important sites on which to ensure you have positive ratings and reviews include:  Avvo  Facebook  Google My Business  Yelp
  23. 23. + Not sure who to ask? Not sure who to ask? Former managers who mentored you closely are ideal, but other connections can also craft effective recommendations, including professors and leaders of organizations you belong to.
  24. 24. + Step Four: Connect  Research your desired industry and follow/connect  LinkedIn is one of the best platforms for this
  25. 25. + Step Five: Produce Content Content marketing is a long-term play, but it pays incredible dividends when done correctly.
  26. 26. + Step Five  Be consistent with how often you publish new content for your audience.  Common content types:  Text / articles  Videos  Podcasts  Webinars  Online courses  PDF guides:  Checklists &worksheets  Infographics  Slideshows  Case studies
  27. 27. + Step Six Monitor Your Brand a.k.a. Online Reputation Management
  28. 28. + Step Six: Watch Out for Trolls  The Internet is an amazing tool for business marketing, but it also serves as a megaphone for people’s opinions.  If you let negative online publicity go unchecked, it can leave digital damage behind that can take years to go away.  Proactively monitoring your brand’s presence on the web is a smart strategy, but its effectiveness depends on how thorough you are and what tools you use.
  29. 29. + Step Six: Set Up Google Alerts  Google Alerts is a free service provided by Google. Obviously, Google is one of the best when it comes to crawling the Internet for information, and it does a pretty good job of finding names, phrases and keywords published anywhere the Googlebot can access.  The first alert to set up is for your name. Enter your name inside quotes. This ensures you’ll only get alerts for your exact name and not instances where your first name appears in one location on a page and your last somewhere else on the same page.
  30. 30. + Step Six: Or Try a Paid Option  There are other good paid options:  Radian6: It allows you to track mentions of your name and other keywords throughout millions of different sites, including Facebook and Twitter. It also tracks things like blog comments, forum posts, and more.  Mention: You can get your first alert for free. It tracks mentions of your name throughout the web, including on some social media sites, for no cost.  Social Mention: Monitors more than 80 social media sites, including Facebook, Twitter, and YouTube.  Talkwalker Alerts: A slightly more robust version of Google Alerts that lets you customize your alerts a little further and filter the results.
  31. 31. + Questions?
  32. 32. + Connect with Stacey:  Facebook: @MarketingLawyers  Twitter: @staceyeburke  Instagram: @MarketingLawyers  LinkedIn: /company/stacey-e-burke-p-c  Website:  My e-newsletter: