Brand Yourself – Personal Business Development & Branding Strategies for Professional Success

MAKE YOUR FIRM UNIQUE

brand yourself for professional success

personal business development and branding strategies

MAKE YOUR FIRM UNIQUE today’s agenda

  building a personal brand

  the personal brand as an extension of

the firm brand

  building a personal plan


building a personal brand


what is a brand? understand the theory before you

attempt a strategy


a brand is not a logo alone. a brand is a distinctive identity based on a promise of value different from any other.


think of it as personality

  consistency is transformed into personality   personality contains the human qualities

you relate to and depend on in a relationship

  loyalty is the emotional payoff that is, make the brand personal






how is personality expressed?

  through your “voice” in print   via your appearance (bowtie or tieless)   by your manners and polish: folksy or

refined   by your printed or online communications   by the whole package

[note to self: consistency]

MAKE YOUR FIRM UNIQUE “My Night with a Few Multimillion- Dollar Rainmakers”

Stacy West Clark

observation #1: Early on in their careers, these million-dollar babies all decided to pursue a hobby, which turned into a passion.


Stacy West Clark

tip: View your role as a lawyer who needs to bring in business to the firm and your partners–not to yourself.


Stacy West Clark

observation #2: Each of the rainmakers were not snobs despite their education and income level.


Stacy West Clark

tip: Follow every client, no matter where she or he goes.


Stacy West Clark

observation #3: None of the rainmakers smoke or has had more than one alcoholic drink with a client–ever.


Stacy West Clark

tip: Keep your business antennae up–no matter where you are.


Stacy West Clark

observation #4: All four–whether on a casual day or otherwise–deliberately made sure they looked “well-dressed.”


Stacy West Clark

tip: Make sure your invoices are as perfect as your briefs.


Stacy West Clark

tip: Don’t confuse title with authority.


the personal brand as an extension of the firm’s brand


  design around your business goals   position yourself as important, confident and a

leader   preview what it’s like to work with you   encourage dialogue   humanize your offering   tell stories and deliver proof   use charts, maps, tables and diagrams to

deliver substantive content

the goal of all communications























0:30 / 3:00 / 30:00 mastering the art of conversational branding


“I’m a lawyer.”


0 10

what did I [the lawyer] fail to do?   who am I?   who do I work for or with?   how do I do it?

the :30 pitch


0 10

what do you [the client] want to know?   who are you?   how can you help me?   how can I help you?

the :30 pitch



1.  have a purpose: what do you want the listener to do?

2.  create a dialogue 3.  position yourself as important,

confident and a leader.

0 10 the :30 pitch


all decisions are emotional decisions


Finding

Expertise

Choosing

Intellectual Expertise

when people look for services . . .

Emotional Comfort Comfort


Finding

Expertise

Choosing

Intellectual Expertise

when people decide to buy . . .

Emotional Comfort Comfort

Finding Choosing

Intellectual

Emotional


building a personal plan


the only bad marketing is no marketing, and the next level of bad marketing is marketing

without a strategic plan

MAKE YOUR FIRM UNIQUE law firm strategy pyramid

MAKE YOUR FIRM UNIQUE law firm strategy pyramid


why the pyramid works

  establishes goals that align with the firm clear, actionable and measurable goals are the difference between good intentions and actual results

  guides firm resources   people and finances

  fosters target and cross-marketing

  identify and maximize opportunities within industries, clients and client groups

MAKE YOUR FIRM UNIQUE personal business development plan components

  goals   client development opportunities [existing

clients]—gap analysis   new clients/prospects   relationships & engagement—professional/

civic/industry involvement/referrals   personal brand—public profile/credibility

MAKE YOUR FIRM UNIQUE goals

MAKE YOUR FIRM UNIQUE client development opportunities

MAKE YOUR FIRM UNIQUE new clients/prospects

MAKE YOUR FIRM UNIQUE relationships & engagement

MAKE YOUR FIRM UNIQUE personal brand


fin