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In my previous PLI Chronicle article, I delved into the concept of personal legal brand, a crucial aspect for every attorney. But now, let’s explore a more intriguing question: Which holds more significance, the law firm’s brand or the lawyer’s personal brand?
The choice between the law firm’s brand and the lawyer’s personal brand is not a simple one, especially in the context of midsize to large law firms. The interplay between these two is a fascinating and complex dynamic that goes beyond a straightforward either-or decision.
Understanding the dynamics of branding in the legal world is of paramount importance in today’s legal landscape. It’s an industry where both institutional prestige and individual expertise hold significant weight. To truly grasp these dynamics, we need to dig deeper into the concept of branding itself, its evolution, and its specific application in the legal world.
Before we delve into the specifics of legal branding, let’s start with a quick exploration of what a brand actually is.
Let’s take a journey back in time. In the Western world, cattle ranchers used a hot iron to sear a unique mark into the skin of their herd. This age-old practice, dating back centuries, was a vital tool in the vast, open ranges of the American frontier. The brand, in this context, was a means of distinguishing one rancher’s cows from another’s when they were grazing on open land, and a deterrent against “cattle rustling.” This was the rancher’s “brand.”
Imagine the dusty plains of Texas or Montana, where thousands of cattle roamed freely. Without these unique marks, it would have been nearly impossible for ranchers to identify their livestock, leading to disputes and economic losses. The brand became not just a mark of ownership but a symbol of the rancher’s reputation and the quality of their herd.
Fast forward to the industrialized society, and the concept of branding took a new turn. Corporations adopted the term to signify the visual elements of their product offerings, such as packaging, colors, logos, fonts, etc. This shift marked a significant evolution in the branding concept, transforming it from a purely functional tool to a powerful marketing asset.
Think Coca-Cola. Since they began selling soda (or pop, if you prefer), they have had the same script on their distinctively shaped bottles, and the same red color has been used to distinguish them from the other cola companies. This consistency has been key to their brand’s power. When you see that familiar red can or curvy bottle, you instantly know what to expect—not just in terms of taste but in the entire experience associated with the product.
As time has passed, the term brand has come to signify both the tangible or visual elements, which are the brand identity, and the intangible elements, which are the brand’s “personality.” This dual nature of branding is crucial to understand, especially in the context of law firms and individual lawyers.
What was meant by the “personality” of a brand was how they marketed it; it was the feeling you got when you used the product. As an example, think of a pick-up truck. The pick-up truck is mainly marketed to men as a symbol of their strength and masculinity. So, the brand’s “personality” was thus seen to be what manly men drive.
Go back to the Coca-Cola example—its personality is always “refreshing.”
For lawyers, your brand identity encompasses all your firm or practice’s visual and sensory elements. This includes your logo, the design of your office, the layout of your website, and even the way you or your staff answer the phone. It’s the first impression potential clients get when they encounter your brand.
On the other hand, your brand personality is the promise your firm makes to clients. The feeling you evoke in clients when they hear your firm’s name or see the visual branding elements. It’s the expectation of expertise, professionalism, and results that clients associate with your firm or your individual practice.
But be forewarned, you can try to steer clients into what you want them to think about your services; however, the client ultimately determines the brand. Your brand is what others think about when they hear or see your brand name. This is a crucial point that many in the legal profession often overlook. Your firm might invest heavily in marketing materials that portray your firm as cutting-edge and innovative, but if clients consistently experience slow response times or outdated practices, that will become your firm’s authentic brand in their eyes.
For almost every woman in the world, the beautiful robin’s egg blue box with the white satin ribbon means only one thing to them. They will receive gorgeous well-made (and probably expensive) jewelry. But they also feel this way just hearing or seeing the name Tiffany’s. Of course, they wouldn’t feel this way if Tiffany’s promise to provide beautiful (and luxurious) jewelry wasn’t fulfilled every time they opened that box.
This example from the luxury goods sector perfectly illustrates the power of consistent branding. Tiffany & Co. has cultivated a brand that goes far beyond just selling jewelry. They sell an experience, a feeling of luxury and exclusivity. The moment someone sees that distinctive blue box, they’re already experiencing the brand before they even open it.
Your law firm brand should evoke similar feelings of confidence, expertise, and trust in the legal world. When clients see your firm’s name on a business card or website, they should immediately associate it with the quality of service and results they can expect.
Your law firm’s brand should also convey your firm’s core competencies. Are you known for aggressive litigation? Meticulous contract work? Compassionate family law services? Your brand should clearly communicate what sets you apart in the legal marketplace.
Law firm brand aside, if you want to be successful as a Rainmaker, you must also have your own legal brand. This is where the interplay between the law firm brand and personal legal brand can become more complex.
A lawyer’s brand differs from a firm’s, though they often intertwine. I said this in my last article, but one of my favorite quotes about personal branding is from Jeff Bezos: “Your personal brand is what people say about you when you leave the room.” This succinct definition captures the essence of personal branding in any profession, including law.
Before the internet, a lawyer’s personal brand was primarily considered their reputation, and it was limited to friends, family, colleagues, and specific industry publications. Word of mouth was the primary means of spreading a lawyer’s reputation. Successful cases, speaking engagements at local bar associations, and articles in legal journals were the main ways to build a personal brand.
Now, with the ubiquitous nature of the internet, your reputation or personal brand is on display for everyone to see. This digital revolution has dramatically expanded the reach and importance of personal branding for lawyers. Your online presence—including your social media profiles, blog posts, and even comments on legal forums—all contribute to your personal brand.
You can develop a personal brand—or your lawyer brand—very easily and quickly. And it would help if you did so. There are more than 1.3 million attorneys in the United States—what are you doing to distinguish yourself from all others? This staggering number underscores the importance of personal branding in the legal profession. In such a crowded field, having a strong, distinctive personal brand can be the difference between a thriving practice and one that struggles to attract clients.
So let’s define the term personal brand for a moment.
You want the world to see the unique combination of skills, experience, and personality that make you stand out as a lawyer. It is the telling of your story and how it reflects your conduct, behavior, spoken and unspoken words, and attitudes. Your personal brand should communicate not just your legal expertise, but also your approach to client service, your values, and what it’s like to work with you.
Professionally, your personal brand is the image that people see of you. It can be a combination of how they look at you in real life, how the media portrays you, and the impression that people gain from the information about you available online. In the legal world, this might include your courtroom demeanor, your reputation among peers, and the way you’re perceived in legal directories and rankings.
The good news is that you can build or change your personal brand any time you want. This flexibility allows you to adapt to changes in your career focus or the legal market. Perhaps you’re transitioning from corporate law to environmental law, or from a large firm to your own practice. Your personal brand can evolve with you, helping to position you effectively in your new niche.
The bad news is that YOU (and only you) can destroy your brand in an instant. In fact, there is something you genuinely need to know—your brand can change instantly if you are not in control—and you need to be in constant control. This point cannot be overstressed in the age of social media and instant communication. A single ill-advised tweet, a moment of unprofessional behavior caught on video, or a serious ethical lapse can undo years of careful brand building.
All it takes is one negative review by someone who is unhappy with you, your services, or the outcomes, and if you have not taken control of your brand, it can be destroyed instantaneously. This vulnerability underscores the importance of not just building a strong brand, but also actively managing and protecting it. Regularly monitoring your online presence, promptly addressing client concerns, and maintaining high ethical standards are all crucial aspects of brand management for lawyers.
So, you have to take the time to determine what your personal legal brand will be and what you will do to make sure that it is promoted to your clients, prospects, and referrals sources. This involves introspection and strategic planning. What are your strengths as a lawyer? What type of clients do you want to attract? What values do you want to be known for? Once you’ve defined these elements, you can begin to consistently communicate them through your work, your marketing efforts, and your interactions with clients and colleagues.
Which is more important—the law firm’s brand or the lawyer’s personal brand? In typical lawyer fashion, I will say, “it depends.”
It would be best to have both, particularly in mid-market and large law. The firm’s brand provides a foundation of credibility and resources, while your personal brand allows you to stand out within that framework. A strong firm brand can open doors and provide opportunities that might not be available to a solo practitioner. At the same time, a powerful personal brand can help you make the most of those opportunities and build a loyal client base.
But you also need to concentrate on your own brand so that if something happens and you leave that firm, you still have a brand to take with you. This portability of personal brands is a critical advantage in an era where lawyer mobility between firms is increasingly common. A solid personal brand can provide a safety net, ensuring that your professional reputation and client relationships remain intact even if you change firms or start your own practice.
And one more piece of good news: If you are in a firm with a marketing person or department, then you only have to concentrate on your own personal legal brand. You should speak with the marketers in your firm and find out what the firm’s brand is and how you can coordinate your personal legal brand with it.
In conclusion, both firm and personal branding are crucial elements of success in the modern legal profession. They serve different purposes but are often complementary. The key is to find the right balance, leveraging the strength of your firm’s brand while developing a distinctive personal brand that sets you apart in a crowded legal marketplace.
For the past 22 years, Jaimie B. Field, Esq., has been a Rainmaking Trainer and Coach. She teaches lawyers from Mid-market, Virtual, and Big Law how to build big books of business ethically. And the keyword is ethically.
If you would like a complimentary training and coaching session, please sign up for our (almost) weekly newsletter at www.jaimiefield.com. Jaimie will then contact you personally to schedule a mutually convenient training date.
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