Personal Branding for lawyers.
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
The advent of “charge and bail” syndrome has made law profession a commodity.The law profession that used to be the right one for an individual has become a commodity and many lawyers now hang around court for a quick service to anyone willing to pay anything. We have maintained that for any professional to be successful today, individuals must embrace branding. Personal branding is now the rock start of commerce. Branding is no longer a backdrop of life but the star of the show.
Reading law can still earn an individual great dividend if personal branding principles are properly applied. Law offers room for specialization in different sub –units like criminology, immigration, human right, marine, marriage and custom etc. Every one of these units is lucrative. It is not in the job but the professional that makes job great. Personal branding will help lawyers to gain the advantage of their own market. It may not happen overnight but it is sure. The followings offer a guideline in personal branding for lawyers.
1. Passion: every successful professional has passion, but it is a great requirement for success in law. Lawyer must ask themselves why they are in the practice. Is it to fulfill family fantasy or to make money? It will take a passionate lawyer to make great name in the field.
2. Visual identity, icon: many do not know that personal branding will help them. It is true that lawyers have to appear in certain apparel when in court, but what are your visual identities ‘saying’ about you? I mean the way you dress, your personal comportment, the files you carry etc. Your corporate branding will tell your niche whether you are there or not.
3. ‘Cramming’ does not work in Branding: Understand the law; digest the content of whatever legal issues you want to be involved in. It is good to cram dates, quotation but when it is obvious that all you do is cramming and that you do not have anything to say, you may lose your identity.
4. Latin is not fashionable again: We can not deny the fact that some legal jargons are crafted and sound great in Latin. But again, speaking right language that everyone understands will enhance your personal branding. Reserve the Latin to the court room if you must use it.
5. Technology: use technology to add value. You can use technology to educate your own niche. Having an online forum where you can educate your client will be great. It is out of place for lawyers not to know how to operate a computer in this age. Personal and corporate websites should be in place to distinguish brand You among the peers.
6. Differentiate, don’t match: when a lawyer tries to match another successful lawyer, the lawyer can only be a copy. Learn to differentiate yourself. It is good to be trained by a successful lawyer, but if all that you do is to imitate your mentor, you will end up a copy and not original.
The other points will be featured in my soon to be released free e-book “Personal Branding For First class professionals”
#The photographs above are that of Chief Gani Fawehinmi and Femi Falana. Both are outstanding lawyers who have caught a niche for themselves as Lawyers in Nigeria.
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