Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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Last week we talked a bit about personal branding again. Who you are and what you want to project to the world. But the truth is, you can craft the most perfect personal brand in the world, but if no one knows about it, it means nothing. That’s why, starting today, we must all make 2011 the year of being noticed. While skimming through some articles on marketing trends for 2011, I was continually faced with one word: TRUST. And it makes sense. In an age where emails often replace face time and social networking has replaced a good old phone call, clients are inundated with information. They tune out. So what gets you noticed? And what brings in business? Good, old-fashioned trust. In fact, I think we could all use a good refresher on how to build that trust via The Fearless Competitor.

And once you've established that trust the work doesn't end. In fact, it's just the beginning...

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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?  

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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?

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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?

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We’ve spent the past few weeks looking at your firm brand. What it is, how it’s conveyed and what it means. Now I’d like to move on to another branding topic: your personal brand. We all know it’s not enough to simply do a great job anymore… you need a competitive advantage. Something that will make YOU stand out. YOU are your brand. Your personal brand will help you leverage your assets, strengths, expertise and experience. Forget what others think today—perception is reality, and if you can create a memorable brand you can differentiate yourself from the competition.

Question of the week: Have you defined your personal brand?