Page 9 - Dallas Vol 5 No 4

6. Consistency. I see it all the time, lawyers put the cart before the horse, marketing to everyone and anyone, before developing a solid brand foundation. In order to be consistent with your brand message, you rst must create your brand platform. Take the time to identify your brand attributes and target market. Once you have a clear foun- dation, then you are ready to implement consistency across all of your marketing channels – from a profes- sionally designed website and blog, speaking engage- ments and social media platforms.
7. Distinctive Design.
People make a decision about you and your brand within a few seconds of initial contact; rst impres- sions matter. We process through our eyes, so design has a keen memorable im- pact. e design will speak for you when you are not present. Make sure that your visual branding ele- ments are not only consis- tent across all media (busi-
ness card, website, advertising, collateral materials, social media platforms etc.), but they convey the message and the feeling you want your brand to evoke.
8. Social Engagement. Is your brand sparking conversations? A powerful, au- thentic brand is an act of social engage- ment. You must make the conversation happen. You are participating, connecting and collaborating.
De ning and communicating your per- sonal brand
Once you dra your personal brand statement, print and place it where you will glance at it over the next few days. What does this statement means to you, your life and how will you communicate this cohe- sive message to others?
As you adapt to your new personal brand statement, reference it as you intro- duce yourself to others and how you de- scribe yourself and your services. What are the most descriptive words that you can use to refer to yourself? Are you a strategic problem solver? A big-picture thinker who
protects your clients’ business interests? Consider how you want others to describe you. rough your own words, show oth- ers how to characterize you. Own your own message. at is building a strong personal brand.
To stay on track, integrate your personal brand statement into your professional pro le, your rm’s website, LinkedIn pro- le, Twitter and other digital pro les.
You also want to integrate your personal brand statement on all other digital assets, such as lawyer ranking sites (AVVO, Law- yers.com, Martindale-Hubbell, Findlaw, Law.com, etc.).
As you move forward to proactively build your reputation, be mindful of how to convey your personal brand to shape how others (quali ed targeted audiences) perceive you and the services you provide.
e building starts now.
KIMBERLY RICE IS PRESIDENT AND CHIEF STRATEGIST OF AWARD-WINNING KLA MAR- KETING ASSOCIATES, A BUSINESS DEVELOP- MENT ADVISORY FIRM FOCUSING ON LEGAL SERVICES. SHE MAY BE REACHED AT (609) 458- 0415 OR AT [email protected].
“As you build a prosperous business, de ning your unique personal brand is a meaningful way to provide you with a competitive advantage.”
AttorneyAtLawMagazine.com
9