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

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Your personal brand... as Kevin O'Keefe, suggests... Will save you as a lawyer. Most lawyers can't conceive of themselves as a brand. But, let me tell you... YOU already have a personal brand! And I guarantee... 99.9% never give it a thought. What does your personal brand represent to the world? Is it substantive?

Why should you want to intentionally build a personal brand? It differentiates you... you can stand out from the crowd. It helps you be remarkable, YES...  worth making a remark about.

If your personal brand is outstanding... you just might hear... "You had me at hello!" In order to accomplish that you MUST have a strong online presence. It is no longer acceptable to simply have a good local reputation since when you are recommended to others they WILL Google you. So what will they find? Are you proud of the content that shows up on the 1st page of Google? If not download my FREE E-Book... Be a Celebrity in Your Own World. It's a 4-part strategy:

1. Write articles... post them on article directories and start with JDSupra.

2. Give speeches... repurpose your articles for speeches. 

3. Participate in social media... write a blog. There is no better way to solidify your personal brand than a blog. 

4. Write a book... it can build your credibility in the strongest way.

NOW...  here's the Harvard Business Review and Dorie Clark's, How to Become a Thought Leader in Six Steps. In a nutshell...

"1. Create a robust online presence. Blogs are particularly good because they showcase your knowledge - and search engines prize the frequent stream of fresh content.

2. Flaunt high-quality affiliations... If you've got well-known connections, flaunt them and leverage them.  

3. Give public speeches. Given the terror that public speaking instills in most people, your street cred will automatically skyrocket when you take the stage.

4. Appear on TV. Make it a point to build relationships with TV producers - you can often follow them on Twitter and strike up a conversation.

5. Win some awards. Identify the awards that matter in your industry, monitor the deadlines, and make it happen.

6. Publish a book... There is no more definitive proof of thought leadership than authoring a good book on a chosen subject."

A powerful personal brand will establish credibility, differentiate you from your competition, and ultimately make it easier to attract new business. The steps we've covered here will get you started in the right direction... so get going!

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Be direct. You never want to hear... "You talkin' to me?"

Identify your target market. I mean PICK one! No... You can't talk to EVERYBODY. You try and do that and NO ONE will listen. The message becomes so generic or watered down that nobody thinks you're talking to them.

So where do you begin? You narrow your focus... pick a slice of the market that you serve in your practice area. It maybe a segment of an industry, a group with a particular problem or green eyed children born to left handed women! Be the biggest fish in the smallest pond. Here are 4 strategies to put into place:

1. Speak the language of your target market. Use their terminology, refer to the things they do and they way they think. Doing this makes it very clear to your audience that you KNOW them... it gives you credibility. What would happen to MY credibility if I referred to your firm as a company? It would be out the window I'm sure!

2. Tell stories that are relevant to their lives. Not only does it connect you to them, but also stories are memorable. They are memorable because they conjure up an image and evoke emotion. When told well they are very powerful tools.

3. Let your personal brand shine. Give some considerable thought to what you want to be known for and make sure your writing reflects that, and YOUR personal brand will soon become clear to your target audience. Approachable... Attention to detail... A get it done kinda guy... All of these can be illustrated in your writing without having to come out and say those exact words.

4. Repetition, Repetition, Repetition... did I say repetition? Yes, that is what cements your personal brand into the memory of others, and believe me when I say... there is NO substitute for it!

You know how it feels when someone looks you in the eye and seems to be truly interested in YOU... it feels great and it creates a connection in a way that is exclusive. THAT, my friends is what these strategies will do for you. When you put them into action, soon it will be... "Oh my... you're talkin' to ME!"

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Many lawyers have said to me that they don't have a personal brand. But they most certainly do... they just didn't create it consciously. Everything one does adds to their personal brand... positively or negatively. But we don't often see it that way. The question here is can we change it? Sure we can. Should we change it? Absolutely. If you are working on business development it is imperative that you craft the personal brand that will get you where you want to go. 

But... it isn't easy. Seth Godin talked about... "Changing Personas". He defines a marketing persona "as the posture or approach or attitude you bring to the market"... your personal brand positioning.

Change is needed when what we are doing doesn't work any more and we need to move to the next level. He pushes back with:

"Please don't tell me about authenticity. Brands and personas are made, not born, and we use them because they work, not because our DNA ordains us to. When they stop working, it's time to change them." 

CHANGE...

• You first have to make a commitment to do it. Not just put it on a list, I mean the kind of commitment that is uncompromising.
• Make a plan... you need to know where you are headed. What do you want to be known for? What do you want people to think when they hear your name?
• Get into action... do something every single day. Show the world you are who you say you are and do it little step by little step.

No, it isn't easy... but becoming a lawyer wasn't either. Legal business development will be less arduous if you have a strong personal brand... persona... reputation... OR whatever you would like to call it. It is easier for people to send you referrals or hire you when they can clearly understand your values... small and large.

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Yesterday, I gave a speech on personal branding and as part of what I do for this presentation... I googled everyone in the room. It's eye opening for the people in the audience that seldom do it. How much of that first page is YOU? This is important to know since anyone that wants to check you out will google you... so what will they find? One women in the audience found out she died last year and someone else won a coloring contest... of course that was not them. But your prospective clients can't be sure and besides do you want them to have to sift through all of that? I don't think so.

Take a moment to google yourself. Are you on the 1st page? Is the content substantive? Are you proud of it? Does it add to your credibility? If the answer is NO to any of the questions, you can do something about it. Consider writing a blog and articles on a consistent basis. This is the best way to dominate your name on google. Before I started writing articles and blogging I had 20% of the first page of google. One entry was my website and the other was Amazon where my books are sold. But now? I have 90% of the first page of google and that is out of 9.2 million entries. Yes... 9.2 million. There are a lot of Paula Blacks. And in addition, the shoe industry names their shoe styles with women's names and they often use the name Paula and you guessed it... they ALL come in black! Who can compete with women's shoes? I did! I dominate my name on the 1st page of google. Do YOU?

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You can plan and work and push as hard as you want, but if you don’t have a personal brand that shines through you’ll never get to the top.

On Tuesday I mentioned Seth Godin’s great post from last week, celebrating the life and lessons of fitness guru Jack LaLanne. But what does it have to do with you? Let’s take a look…

“He bootstrapped himself. A scrawny little kid at 15, he decided to change who he was and how he was perceived, and then he did. The deciding was as important as the doing.”

Jack Lalanne saw a direction and moved forward not with what he WAS but with what he WANTED to be. The same applies to clients. Go after the clients you WANT, not the clients you happen to have.

“He went to the edges. He didn't merely open a small gym… he created the entire idea of a health club, including the juice bar. He did this 70 years ago.”

The message? Think big. Don’t limit yourself to being featured in a local Superlawyers edition. Go after national media. Don’t just write one little article and post it online. Figure out how to turn those ideas into a speech, a seminar, and an e-book.

“ …most of what Jack had to offer he offered for free. He understood the value of attention.”

As I tell my clients all the time. Free isn’t a four letter word. Give clients something for nothing once in a while, it will not only build on your relationship but will give them ammunition to refer out your services.

“He was willing to avoid prime time. Jack never had a variety show on CBS. He was able to change the culture from the fringes of TV.”

You don’t always have to play in the big pond. Find your audience and cater to them, wherever they are. Be an expert in your own world and don’t worry about competing with the big guys.

“He stuck with the brand. He didn't worry about it getting stale or having to reinvent it into something fresh. Jack stood for something, which is rare, and he was smart enough to keep standing for it.”

This one is pretty self-explanatory. Commit to your brand (both firm and personal) and own it. Repetition, repetition, repetition.

Black Pearl: One final link on this subject. Here’s an Inc. slideshow about LaLanne that I thought was fun and inspiring. Hope you enjoy it…
 

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Research shows that it literally takes only TWO seconds for people to develop a strong first impression.

Smart… not so smart. Likeable… not so likable. Charming… not so charming.

So what could that be based on? The visual of course, it’s the first thing that impacts your brand. It’s your package… your visual identity… your trademark.

Take a moment to think about the image you project…

Is it professional or casual?
Is it neat or dishevel?
Is it memorable or unimpressive?
Is it unique or like everyone else?
Is it who you want to be or did it just happen?

Take charge… think about what you want others to think when you enter a room. Then create the visual that will reflect that quality. Enlist a friend that will be brutally honest to give you feedback. My advice is to add an element that is unique, make it memorable.

After giving a personal branding speech a judge stopped me to say, “You know I wear a hat all the time and now that you mention it, I realize it’s my trademark. People don’t recognize me without it.”

Black Pearl – Lawyerist talks about dressing for interview success. It’s great advice you could apply to client meetings as well as interviews.
 

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Take a moment to reflect...

Are you a listener or do you talk too much?

Are you energetic or passive?

Are you punctual or are you habitually late?

Are you open-minded or are you argumentative?

Are you focused or scattered?

Are you in control or are you always behind?

Are you kind or are you dismissive?

Are you decisive or are you wishy-washy?

Are you a approachable or are you a sour-puss?

Are you a resource of information or do you horde information?

These are traits that are visible to the world and reflect who you are… your brand personality. Identify the traits that best describe you… be honest. I would suspect that some of them you are not particularly proud of… right? (We all have them.)

So now let’s answer the questions… What do you want to be known for? What do you want to do about the things you’re not so proud of? Can you adapt a new way of being? Do you WANT to?

If you have the desire and the commitment… 2011 can be the year you move to a whole new level of how you project your personal brand and how the world responds to you. Be the person you want to be… your personal brand is the most powerful tool you have. It can enhance your legal skills or undermine them. It’s your choice. Create a personal brand that you are proud to step into each and every day. And when you get off track… pull yourself together and get back on track.

In 2011 craft your personal brand with thought and intention.

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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. 
 

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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?

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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.

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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 ...