In the past year I can truly say I've seen an incredible interest from my clients in the area of blogging. Even my most internet-skeptical attorneys are venturing into this new arena (well, new to them!) and exploring the possibilities that come from expanding their brand online. So what makes a great blog? One word: strategy. But first...
Question of the week: Do you blog?
Whether it’s a blog or Twitter page, make sure your presence online is a true extension of the personal brand that you’re working to build.
The question this week was: My social media is a [fill in the blank] representation of my personal brand:
Great - 20%
Good - 40%
So-so - 0%
Weak - 0%
Nonexistent - 40%
My Thoughts: Kudos to those of you who have already recognized the importance of seeing your personal brand reflected in your social media. For the 40% of you, today is the day to rethink what goes out into the world.
As I’ve mentioned before (many, many times!) everything that you do should bear the stamp of your personal branding. Think about the market you have decided to focus on and tailor your online presence to attract them. What does your LinkedIn say about you? Does your firm have a LinkedIn page? If you tweet, what does your Twitter page look like? Does your picture reflect your visual brand? Is your logo clear and recognizeable? Are your tweets geared at drawing in the clients you want? Create a filter in your mind for everything you write and make sure your topics and tweets fit that criteria before you post them.
Now let’s talk about blogs. Look around at mine. It’s very clearly branded with my signature black. Even the title reflects my brand—both in the “black and white” and the meaning behind it. I give simple, straightforward advice; black is my signature color. That’s a personal brand. Content is the same idea… stick to what your target audience wants to know and don’t get off track.
As my colleague Glenn Callison of Munsch Hardt Kopf & Harr says:
"Keeping everybody on message is what our culture is all about. It's very easy to throw marketing dollars at a variety of events and social functions. However, trying to pull it together so there is a consistent message to build brand identity... that's the real challenge."
Black Pearl: Twitter power by Joel Comm is a great book about the power of social media. It's a great way for those new to Twitter (and even those already using it!) to truly understand how to make the most of their time online.
Social media has become a major talking point in the realm of marketing and business development. Today, almost every professional has a LinkedIn profile, if not a blog, twitter account and yes, even Facebook page. Whether or not you choose to participate in any of the above, you should know that everything that’s put out into the world needs to reflect your personal brand.
Question of the week: Does your social media reflect your personal brand?
There are 4 simple ways that you can dramatically increase your visibility-- and credibility-- in the circles you want to be known.
This week we asked: In the past six months I have:
Written an article - 51%
Given a speech - 19%
Made use of social media - 4%
Started a book - 0%
Done nothing to increase my visibility - 26%
My thoughts: It’s great that 74% of you have done SOMETHING over the past six months to increase visibility. It all ties into building your personal brand!
For those of you who have yet to read my E-book “Be A Celebrity In Your Own World,” I thought I would go over a few quick points in the 4-step plan. For more in-depth discussion, click the link in the Black Pearl below—it’s a quick and easy read. For those who have already read it, I'm curious to know what actions you've taken since then and how you've seen your visibility improve.
The thing to remember with all of these strategies is this: do everything through the prism of your own personal branding. Make sure that everything that is put out into the world reflects the visual and verbal ideas that you’ve set up and that it speaks directly to your target market.
As my colleague Peter Russin of Meland Russin & Budwick said:
“One's ability to generate business depends in large part on reputation and visibility. Reputations are built via hard work and providing intelligent,creative, ethical, caring advice to clients. Visibility is achieved by being involved in professional and charitable organizations, going to public functions, and publishing well-written material.”
Black Pearl: As I mentioned above, download my free e-book “How To Be A Celebrity In Your Own World.” It’s short and informative and will spell out, in detail, the strategies I’ve covered in this post.
You can’t have a brand without visibility. It’s rocket fuel for your marketing and business development efforts. We’ve discussed the importance of Google (if you haven’t yet, go Google yourself... you may be surprised what potential clients will see first), but there are many other options to increasing your visibility… and credibility.
Question of the week: What are you doing to increase your visibility?
You can never be all things to all people. It’s important to recognize your target market and make THEM your focus.
This week we asked: My target market:
1. Is abundantly clear - 53%
2. Is somewhat clear - 47%
3. Is not clear to me at all - 0%
My Thoughts: It’s great that over half of you have a clearly defined target market. That’s a huge step in making sense of your personal brand. For the rest of you, take some time to look over your client list… then make a list of the dream clients you want to have. Market to them. In simple terms: market to what you want, not what you have.
Identifying your target market is an extremely important step in not only building your brand, but in all aspects of your marketing and business development. Here’s why: Once you’ve defined your market it makes it easier to speak to them. You can focus on what THEY want, what THEY value, what THEY look for in an attorney. Once you’ve identified those things you are better able to speak to them in their own language. Don’t tell them what you want to say… tell them what they want to know.
Some great advice from my friend Patrick Mead of Carter Newell:
"Differentiate yourself through specialization and expertise. This takes time--be prepared to invest time in building your own sphere of excellence and then do the same things well over and over and over.”
Black Pearl: Defining a target market is a basic principle of smart marketing. Here are two great pieces that focus on non-law firm examples... but do a great job of illustrating its importance. The first discusses the now-famous Apple iPad and its search for a target market; while the second is from Business Week and looks at an equally important group: the clients your firm DOESN'T want.
Strong branding REQUIRES that you have a clear target market. In other words: any group, or individual (for that matter) that you need in order to succeed. Your homework for the week: Sit down and think about who YOU want to gain business from. It could be fortune 500's, financial institutions, rocket scientists OR... other lawyers. Narrow your focus and see where you stand…
Question of the week: Do you know who your target market is?
From Martha Stewart to Alan Dershowitz, all successful marketers need a verbal identity to illustrate what they stand for and how they stand apart.
The question this week was: I can verbalize what sets me apart:
1. In one sentence - 0%
2. In one paragraph - 0%
3. In a somewhat rambling way - 50%
4. I can’t verbalize it - 50%
My Thoughts: An even split between "rambling" and "can't verbalize it"... not so good! The questions for most of you become: What exactly do you stand for? What COULD you stand for? What makes YOU stand out in your firm culture? You may be the one with all the answers; the one that can make on-the-spot decisions; the one who takes on the toughest of cases; or simply the one who knows their clients inside and out. The key is to communicate that to the rest of the world…and especially to your target market (but more on that next week).
And if you don’t know what you stand for? Don’t be afraid to ask. Others who have worked with you might have a great sense of what makes you rise above the crowd, so take their comments to heart and see how it fits in with the brand you want to build.
Some great advice from my friend Jeff Kennedy of Martin Pringle:
“Always have a ‘30-second commercial’ ready in your mind, so when someone asks you what you do, you have a prepared response.”
Black Pearl: When crafting your message read “Made To Stick” by Chip and Dan Heath. They offer great insight on creating a message that will resonate with your market.
This week we need to address the second step in defining your personal brand. The verbal identity. You’re not just a lawyer… you’re a specialist. It may be in criminal law, real estate law or immigration. How can you own a slice of your specialty? This is the time to verbalize the big idea that will resonate with your market. It may be a keyword or an original name, an approach or simply a point of view. What’s yours?
Question of the week: Do you know what you stand for?
Whether it’s bow ties, a bald head or a signature pin, never underestimate the power of your visual identity… it can make you memorable.
This week we asked:
I have a clear visual identity or trademark…
Yes 0%
No 50%
Maybe 50%
My Thoughts: So, no one is clear and we are evenly split between uncertainty and no vision. Pinpointing what makes you memorable is the first step in using it to your advantage. I hope this conversation has opened eyes and encouraged you to find your own. Can’t think of anything? Ask your friends, family and colleagues!
As for mine? I always wear black. Everywhere, everyday, and to every meeting or event that I attend. And you can bet that people remember my name. That’s the power of a visual trademark. A personal brand means a package that may not be perfect, but is certainly unique. Think about the last time you met someone new—on first glance what would they remember about you? What makes you stand out?
Some great examples of linking a visual identity with a memory can be seen within the fragrance industry. I would be willing to bet that almost everyone reading this would be able to identify their favorite perfume or cologne simply by the shape of the bottle. Now close your eyes and imagine the smell of that fragrance. Got it? That’s packaging. On the people side there are more examples than I can even relay: think Larry King’s suspenders, Jackie Kennedy’s sunglasses, or even Albert Einstein’s hair (I bet you immediately recognized him--even in bobblehead form!). The key is to stand out from the crowd.
As my colleague John Genovese of Genovese Joblove & Battista says:
“First impressions are the most important, you'll never get to re-do a first meeting.”
Black Pearl: For those of you who watched "The Today Show" segments I posted on Friday (and if you didn't, I encourage you to go back and do so!), I thought I would share Martin Lindstrom's book, Buyology. It's an interesting study on what influences our decisions and shapes our taste ...
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