"Whether we appreciate it or not, each of us has a personal brand, and everything we do affects it. It's more than your reputation, win/loss record, or what you're most known for. It's everything we do, say, post, share, write, and present. It's the cases we handle (and the ones we don't), it's how we help others (or don't), how we develop our expertise, and how we share it with others."
"First, you must define it. Perhaps you want to be known as the go-to cybersecurity lawyer in South Florida or the premier trial lawyer for asbestos matters in Atlanta. To do so, obviously, you must do great work in those areas in your jurisdiction. Beyond that, you want to write, speak, and lead in that field. You want to be a leader in AI? If so, do you belong to organizations with an AI focus?"
Personal brand comprises every action, statement, post, case choice, and interaction, including how expertise is developed and shared. Building a reliable, effective brand requires sustained time, energy, and effort and is easily undermined by publicized missteps in a social-media-driven culture. To build a brand, define a clear specialty, do outstanding work in that jurisdiction, and consistently write, speak, lead, and participate in relevant organizations. Being quoted by journalists and regularly producing content amplifies visibility. Losing focus by spreading efforts across many areas dilutes the message; consistent, focused activity across platforms helps to own a chosen space.
Read at Above the Law
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