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Telling lawyers to build a personal brand may be a big mistake

By Kevin

I regularly talk about a lawyer's personal brand. To me that means the reputation a lawyer has built for being a trusted and reliable authority in a niche of the law and/or locale. Not an all together bad thing knowing lawyers get their work by word of mouth, not advertising. But a recent blog post by widely-read blogger and co-author of The Cluetrain Manifesto, Doc Searls, has got me thinking. Doc talks about the 'The Unbearable Lightness of Branding.' As for personal branding, I still think it's an oxymoron. Branding is a corporate practice, not a personal one. Build a reputation by doing good work. Put that work where others can judge its value. Contribute to the success of others, and credit others generously for their contributions to your success...continue to full post

Full post as published by Real Lawyers : Have Blogs on April 16, 2010 (boomark / email).