Does your personal brand attract new clients? Do you know what your personal brand is—and whether it compliments or conflicts with your firm’s brand?
Increased legal market competition isn’t going away. The really competitive firms are widening their lead through focused business development and branding efforts. We also know that the biggest benefits that come from understanding and promoting your personal branding is more and better clients.
4. MAKE YOUR FIRM UNIQUE
what is a brand?
understand the theory before you
attempt a strategy
5. MAKE YOUR FIRM UNIQUE
a brand is not a logo alone.
a brand is a distinctive identity
based on a promise of value
different from any other.
6. MAKE YOUR FIRM UNIQUE
think of it as personality
consistency is transformed into personality
personality contains the human qualities
you relate to and depend on in a
relationship
loyalty is the emotional payoff
that is, make the brand personal
11. MAKE YOUR FIRM UNIQUE
how is personality expressed?
through your “voice” in print
via your appearance (bowtie or tieless)
by your manners and polish: folksy or
refined
by your printed or online communications
by the whole package
[note to self: consistency]
12. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #1: Early on in
their careers, these million-
dollar babies all decided to
pursue a hobby, which turned
into a passion.
13. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: View your role as a lawyer
who needs to bring in
business to the firm and your
partners–not to yourself.
14. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #2: Each of the
rainmakers were not snobs
despite their education and
income level.
15. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Follow every client, no
matter where she or he goes.
16. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #3: None of the
rainmakers smoke or has had
more than one alcoholic drink
with a client–ever.
17. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Keep your business
antennae up–no matter where
you are.
18. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #4: All four–whether
on a casual day or otherwise–
deliberately made sure they
looked “well-dressed.”
19. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Make sure your invoices
are as perfect as your briefs.
20. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Don’t confuse title with
authority.
21. MAKE YOUR FIRM UNIQUE
the personal brand as an
extension of the firm’s brand
22. MAKE YOUR FIRM UNIQUE
design around your business goals
position yourself as important, confident and a
leader
preview what it s like to work with you
encourage dialogue
humanize your offering
tell stories and deliver proof
use charts, maps, tables and diagrams to
deliver substantive content
the goal of all communications
25. MAKE YOUR FIRM UNIQUE
design around your business goals
position yourself as important, confident and a
leader
preview what it s like to work with you
encourage dialogue
humanize your offering
tell stories and deliver proof
use charts, maps, tables and diagrams to
deliver substantive content
the goal of all communications
27. MAKE YOUR FIRM UNIQUE
design around your business goals
position yourself as important, confident and a
leader
preview what it s like to work with you
encourage dialogue
humanize your offering
tell stories and deliver proof
use charts, maps, tables and diagrams to
deliver substantive content
the goal of all communications
30. MAKE YOUR FIRM UNIQUE
design around your business goals
position yourself as important, confident and a
leader
preview what it s like to work with you
encourage dialogue
humanize your offering
tell stories and deliver proof
use charts, maps, tables and diagrams to
deliver substantive content
the goal of all communications
37. MAKE YOUR FIRM UNIQUE
1. have a purpose: what do you want the
listener to do?
2. create a dialogue
3. position yourself as important,
confident and a leader.
0 10
the :30 pitch
38. MAKE YOUR FIRM UNIQUE
all decisions are
emotional decisions
39. MAKE YOUR FIRM UNIQUE
Finding
Expertise
Choosing
Intellectual Expertise
when people look for services . . .
Emotional Comfort Comfort
40. MAKE YOUR FIRM UNIQUE
Finding
Expertise
Choosing
Intellectual Expertise
when people decide to buy . . .
Emotional ComfortComfort
Finding Choosing
Intellectual
Emotional
45. MAKE YOUR FIRM UNIQUE
why the pyramid works
establishes goals that align with the firm
clear, actionable and measurable goals are the
difference between good intentions and actual
results
guides firm resources
people and finances
fosters target and cross-marketing
identify and maximize opportunities within
industries, clients and client groups
46. MAKE YOUR FIRM UNIQUE
personal business development plan
components
goals
client development opportunities [existing
clients]—gap analysis
new clients/prospects
relationships & engagement—professional/
civic/industry involvement/referrals
personal brand—public profile/credibility