Personal Branding for Leading-Edge Lawyers

by Joncara Marshall

In today’s society, lawyers need to be seen and heard to attract business. You may have the credentials and the education, but you will also need a personal brand to stand out from the other million licensed lawyers. From the Esquire Coaching Broadcast, “3 Essential Elements of Personal Branding for Leading-edge Lawyers,” Nicole K. Lundy, founder of Profitable Personal Brand, co-author of forthcoming book The Happy Law Practice, speaker, and an Esquire Coach, gives advice on how lawyers can create a personal brand that will attract clients.

But first, let’s define what a personal brand is. According to Nicole, it is your exclusive guarantee of market value- what you do and how you do it in your own special way. A personal brand is essential in your career because it shows potential clients who you are and what makes you different from all the others. As a result, she says that you will meet clients who you will love.

There are 3 essential elements that you need to create a personal brand:

1. Alignment: to clearly show who you are and what you do. Nicole says this is your marketability and helps people trust you. Unfortunately, she says that lawyers are at a disadvantage because there is preconceived notion that lawyers cannot be trusted. You can change this by creating a game plan for how you will present yourself. Ask yourself: What is my value proposition, or what do I stand for? What makes me different? What makes me compelling as an attorney?

2. Influence: to present to others that you are an authority in your field. To do this, Nicole says that you must be relatable to your clients. You want people to listen to you and being down to earth can help attract people. Again, you must show that you are trustworthy as well as true to who you are.

3. Visibility: creating a plan that will get you noticed by clients. Social media can help you show your personal brand to potential clients. Nicole says the best way to do this to sign up on social media sites where your clients or potential clients are most likely to be. Lawyers can be strapped for time and see social media as way to relax. But, Nicole says that sharing your information and point of view will show people who you really are.

Nicole says that you should create a brand story and a “fame name” for your personal brand. A brand story, she says, is the heart and soul of your legal career; it emotionally connects you to current and future clients as well as your peers. Your brand story is a way to tell people how you came into your career. A fame name is your personal headline that describes who you are and what you do in a short and concise way. For example, Nicole says that a real estate lawyer’s fame name could be “First Time Homebuyer Lawyer.” It shows potential clients that you are not just any lawyer, but have a specialty that appeals to a particular market. She says that you can use a fame name in you introduction, on your social media site, and on your business cards.

If you would like to hear more tips about how to build a personal brand as well as listen to past broadcasts, click here. You can also listen to live broadcasts on Wednesdays from 5:30 p.m-6:00 p.m. Eastern Standard Time.

Did you find the information helpful to you? Have you tried these tips before? Leave a comment. If you would like to see more articles about personal branding or other topics, email us at If you would like help to create a personal brand, you can visit Nicole’s site at


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