How to Build Your Brand
8.14.2024
Your brand is your reputation in the legal community and by extension the community at large.
Establishing and building a brand communicates your strengths and value in the marketplace. Sarah Gold, founder of the Gold Law Firm, recently held a continuing legal education course to train both new and seasoned attorneys on the best practices to employ in branding.
Trust and Credibility
It is hard to quantify the value of trust and credibility, but Gold advises new attorneys to maintain a strict sense of professionalism in their interactions with others in their offices, the courts and in public spaces.
“How you work and how you treat others is directly tied into your credibility and your worth. The legal community is small; you are going to run with the same people all the time. If you are an upstate attorney, the legal community may be even smaller so your paths will cross over and over again. If you burn your name, you are not getting it back,” she said.
She adds a warning to never underestimate the value of word of mouth and referrals from other attorneys, saying they go further than advertising in securing new business. Gold related a story of how she was offered a teaching position based on the reference of a colleague who knew her skills would match the position. One of the not to be missed events of the year for her is the New York State Bar Association Annual Meeting.
“The Annual Meeting is so fun. Having the personal interaction with friends and meeting new people is great. You are missing out in your practice if you don’t take advantage of these events. It goes a long way in keeping your name out there for clients and fellow attorneys,” she said.
| Branding Do’s and Don’t’s |
| · Be authentic, stay true to your values |
| · Stay up to date with technology and trends |
| · Maintain consistent messaging |
| · Don’t neglect your online presence |
| · Don’t miss opportunities to network |
Dominate Your Domain
Research available domain names and purchase one. Focus on a domain name that can be employed over several platforms to create consistent messaging. Once the domain is secured, create a professional website. Consider inexpensive options for creating a landing page with contact information and type of practice if cost is a concern.
“Having control over your own name is important,” Gold said. “Even if you work for someone else, you can direct people from that domain to your firm’s website.”
Next, check all online handles including personal ones to be sure they are projecting the image you want. Old email addresses and pictures from Spring Break or a wild road trip may need to come down. Be sure there are no ethical violations or the perception of ethical violations in your online presence.
Gold says lawyers should be aware that their personal and professional personas will cross, and potential clients will likely use the most convenient online platform in their lives to find a lawyer.
“If you are a licensed attorney, there are things you can and cannot do and it doesn’t matter if you are acting in your personal life,” she said.
Long Term Benefits
A well-defined brand will build trust and credibility in the legal community, which attracts new clients that align with your values and services. Attention to detail in highlighting skills will differentiate you from competitors in a crowded market. In the end, Gold reminded the attendees to trust their gut and stay true to their values when building their practices.
“Business leader Richard Branson says ‘your name is only as good as your reputation.’ My goal is to get to the end of my career with my head held high, surrounded by people who respect you based on what you have done,” she said.
