Solicitors, like doctors, are often thought of as the most trusted professionals in their field. This is because of their commitment to their studies (both time and cost) as well as the specialist nature of what they do. The title “solicitor” gives people confidence in their abilities. In order for continued success, lawyers need to focus on their personal branding just as much as their legal skills. By creating a strong personal brand, lawyers can set themselves apart from the competition and attract more clients.
Think you don’t need a personal brand? Think again. In today’s competitive legal market, having a strong personal branding strategy is more essential than ever. The number of practising solicitors is on the increase, as shown in the graph below.
This illustrates more competition and thus the need to stand out, but here here are four reasons why lawyers should focus on their personal brands:
1) To differentiate themselves from the competition
2) To build credibility and trust. This is increasingly more important in such a competitive market. Particularly in areas where unregulated or self-regulated practitioners compete for business.
3) To attract new clients. It’s no longer just the job of the firm to attract clients through the business’s brand. Professionals are responsible for business generation.
4) To stay current in the minds of clients.
How to work on your personal brand
Firstly, work on building relationships with people who can feed you clients. This might be professional networks or individuals who are prominent within the business community. LinkedIn is a great resource for this.
Secondly, ensure that you’re authentic and your personality comes across as well as your professionalism.
Thirdly, and lastly, build and record engagement. Use your CRM or case management facilities to do this. Share knowledge, don’t bill for it, and build data (that’s the business bit).
