Unlike the variety of marketing activities, channels, and tactics a law firm might use to promote its institutional brand, the tools an attorney can use for personal branding are relatively few – written and other forms of produced content, speaking engagements, and social media.
Social media can be a powerful place to launch your personal branding. It’s an environment to build authentic engagement and share who we are with the world. You present yourself as an individual by telling stories and demonstrating your core values. Publishing thought leadership focused on your capabilities and targeted to your desired clientele is another powerful tool in your personal branding kit.
Match the Medium
Think of those you know with a voice born for radio. Or the extroverts who share a continuous stream of their daily lives. Matching your voice to the social media channel that caters to your strengths may not be so obvious. Your signature scent should be unique to you and not worn by everyone you know. The same should be said of your personal brand. With so many free options at your disposal, establishing your online presence is easier than ever. But it also can be overwhelming.
If you haven’t devoted a lot of time to social media, take note of unique and popular communication styles on each platform to ensure you want to spend time on those sites learning and building. LinkedIn, Facebook, Instagram, Twitter, and TikTok offer vastly different audiences, nuances, and algorithms. Consider your target audience and where you think they invest their precious time.
If you’re comfortable talking, sharing short (we’re talking under a minute) videos can be an excellent way for prospective clients to learn more about you. Not your thing? No problem. Written posts and pictures are also powerful in building your brand. From photographers to writers, dancers to introverts – there’s a platform that best suits you.
It’s very easy to get bogged down attempting to learn everything about each platform before you dive in but don’t get distracted. Be selective. Choose one or two platforms and just get started. As with any marketing activity, it should feel comfortable. Like the fragrance you’ve worn for 10 years, your social media efforts are unique to you – communicating your voice, your values, your perspective. Overthinking can lead to inertia, and simply using the platforms is the best way to learn.
Creation vs. Communication
If you’re not ready to dive right into the content creation spotlight, engage with others who speak to your target audience. Follow people you respect, along with industry and business publications, and engage with their posts. Further discussions by sharing an interesting fact or asking a question in the comments sections of posts that pique your interest. This is one of the fastest ways to get noticed.
Demonstrate awareness in your field by sharing a timely article that impacts your target audience and adding a brief comment. See someone looking to fill a role in their company and know the perfect person? Leverage your network to connect like-minded people so you become known as a helper.
Whatever you post online should align with your business and life philosophies. Make sure you read an article completely before sharing it with your audience. Have a particular cause you’re passionate about, such as hunger, education, or animal rescue? Weave it in thoughtfully to tell your complete story.
Before you begin your activities, make sure your profile is up to date if someone wants to learn more about who’s commenting. Social media channels are some of the top sites people use to vet others. Use a current picture, customize your headline, and craft a compelling description of your work, target clients, and approach.
Don’t be afraid to connect with new people when it feels right. Depending on the platform, send an invitation with a personal note. Nothing sours a new relationship more than a blank invitation to connect, especially on LinkedIn. Building an audience comes from organic growth and authentic engagement.
Authority Over Annoyance
The professional relationships forged on social media matter just as much as those built in person. It’s easier than ever to build a virtual network. Keep an open mind and embrace the philosophy that prospective clients can be found anywhere.
How we digest content has changed dramatically, along with the average person’s attention span, so be judicious as you add ingredients to your personal branding recipe. Once you’re ready to share your own content, respect your audience’s time by being brief and staying on topic – this will brand you as an authoritative thought leader rather than an annoyance.
Personal branding is your signature scent. Choose the notes that complement you, and it will surely be unforgettable.
But before you immerse yourself in a potentially unmanageable presence on every social network, it’s imperative to be intentional when concocting your personal brand.
