Whether or not you’ve ever done online marketing, you still have a personal brand. Even brand new lawyers and law students have one, for that matter. But you can take control over that brand and use it to your benefit.
What Is a Brand?
Your personal brand is a sum of how you promote your skills and expertise as what the client needs to solve their problem. If you do nothing, you are essentially letting your reputation, good or otherwise, speak for itself. Even with no intentional online marketing, you’ll still have a presence on lawyer-review sites like Avvo.
Mastering Your Brand
But accidental branding is not enough to drive clients to your office. According to Jay Harrington of Harrington Communications,
Branding requires a concerted, strategic and active effort to describe, position and promote how one’s skills and expertise are relevant and uniquely able to solve a client’s problems.
You need to develop a clear brand that tells potential clients what you’re good at in a way that sticks in their head. That means telling a compelling story of competence, experience, and expertise.
An attorney is an attorney 24/7/365. Our referrals come from everyday encounters with neighbors and friends, as well as from online searches and referral partners. That means you need to own your brand. When someone asks what you do, you need to do more than list practice areas. You need to tell your listener a story that will help them remember you and what you do.
Branding Your Blog
Your blog is an online extension of your brand. It’s where you can demonstrate your expertise and deepen your story. But it’s important to keep that brand consistent. If you are a tough-as-nails litigator, you should focus on your successes in court. But if you are a facilitator and mediator, the same posts could undercut your carefully cultivated brand. It’s not just about subject matter – the way you talk about the topic will convey your brand too.
Branding isn’t about fighting your reputation. It’s about building on that reputation to target particular clients’ needs. By giving readers a clear story of who you are and what makes you stand out from the field, you will help them remember you and refer you. If you need help branding your blog, contact ghost-blogger Lisa Schmidt for a consultation.