Practice Management

Martha M. Newman is a lawyer coach, CLE presenter for the State Bar of Texas and Vice President of the Women Lawyers Section in her bar association. She is the founder of Gain Your Goals, Inc. and publisher of Top Lawyer Coach, a website that focuses on building lawyer's rainmaking, practice management, and leadership skills.  She has kindly agreed to share with us some of her thoughts regarding branding.

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Recently a group of clients I work with wanted to learn more about building and promoting their personal brands.  One partner asked,?What aspects of myself should I talk about??

I suggested focusing on the following:

• Image, both in person and in print
• Unique competencies
• Niche markets served
• Superior academic credentials
• Integrity
• Outstanding presentation skills

Cultivating your brand is essential in today?s marketplace.  We are all free-agents ? long gone are the days of an entire career spent with one company [or firm].  Today?s professional must create and promote their personal brand to clients, employers, AND peers.

The benefits of personal branding include:

• Establishment of yourself as an expert in your field.
• Increased perceived value among peers and clients.
• Controlled development of your reputation.

Begin by focusing on the message of who you are and what you stand for within your chosen field. If self-promotion is difficult for you, remember you are the #1 marketer for your personal brand ? you cannot skimp just because it is about you.

When promoting your brand, pay close attention to what is written about you.

When people read about you they should immediately be aware of the benefit and knowledge you offer.  Strong and consistent messaging is crucial.  Schedule time to revamp your resume, build or expand your profile on LinkedIn, and write a personal bio, all with your personal messaging.

It won?t be long before people will begin to seek out your services and expertise because they identify with your brand which is YOU.