Does your personal brand attract new clients? Do you know what your personal brand is—and whether it compliments or conflicts with your firm’s brand? Increased legal market competition isn’t going away. The really competitive firms are widening their lead through focused business development and branding efforts. We also know that the biggest benefits that come from understanding and promoting your personal branding is more and better clients.

1. MAKE YOUR FIRM UNIQUE
brand yourself
for professional success
personal business development
and branding strategies

2. 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

3. MAKE YOUR FIRM UNIQUE
building a personal brand

4. MAKE YOUR FIRM UNIQUE
what is a brand?
understand the theory before you
attempt a strategy

5. MAKE YOUR FIRM UNIQUE
a brand is not a logo alone.
a brand is a distinctive identity
based on a promise of value
different from any other.

6. MAKE YOUR FIRM UNIQUE
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

7. MAKE YOUR FIRM UNIQUE

8. MAKE YOUR FIRM UNIQUE

9. MAKE YOUR FIRM UNIQUE

10. MAKE YOUR FIRM UNIQUE

11. MAKE YOUR FIRM UNIQUE
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]

12. MAKE YOUR FIRM UNIQUEMy 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.

13. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
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.

14. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #2: Each of the
rainmakers were not snobs
despite their education and
income level.

15. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Follow every client, no
matter where she or he goes.

16. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #3: None of the
rainmakers smoke or has had
more than one alcoholic drink
with a client–ever.

17. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Keep your business
antennae up–no matter where
you are.

18. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
observation #4: All four–whether
on a casual day or otherwise–
deliberately made sure they
looked “well-dressed.”

19. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Make sure your invoices
are as perfect as your briefs.

20. MAKE YOUR FIRM UNIQUEMy Night with a Few Multimillion-
Dollar Rainmakers”
Stacy West Clark
tip: Don’t confuse title with
authority.

21. MAKE YOUR FIRM UNIQUE
the personal brand as an
extension of the firm’s brand

22. MAKE YOUR FIRM UNIQUE
 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

23. MAKE YOUR FIRM UNIQUE

24. MAKE YOUR FIRM UNIQUE

25. MAKE YOUR FIRM UNIQUE
 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

26. MAKE YOUR FIRM UNIQUE

27. MAKE YOUR FIRM UNIQUE
 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

28. MAKE YOUR FIRM UNIQUE

29. MAKE YOUR FIRM UNIQUE

30. MAKE YOUR FIRM UNIQUE
 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

31. MAKE YOUR FIRM UNIQUE

32. MAKE YOUR FIRM UNIQUE
0:30 / 3:00 / 30:00
mastering
the art of
conversational
branding

33. MAKE YOUR FIRM UNIQUE
I m a lawyer.

34. MAKE YOUR FIRM UNIQUE
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

35. MAKE YOUR FIRM UNIQUE
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

36. MAKE YOUR FIRM UNIQUE

37. MAKE YOUR FIRM UNIQUE
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

38. MAKE YOUR FIRM UNIQUE
all decisions are
emotional decisions

39. MAKE YOUR FIRM UNIQUE
Finding
Expertise
Choosing
Intellectual Expertise
when people look for services . . .
Emotional Comfort Comfort

40. MAKE YOUR FIRM UNIQUE
Finding
Expertise
Choosing
Intellectual Expertise
when people decide to buy . . .
Emotional ComfortComfort
Finding Choosing
Intellectual
Emotional

41. MAKE YOUR FIRM UNIQUE
building a personal plan

42. MAKE YOUR FIRM UNIQUE
the only bad marketing is no
marketing, and the next level
of bad marketing is marketing
without a strategic plan

43. MAKE YOUR FIRM UNIQUE
law firm strategy pyramid

44. MAKE YOUR FIRM UNIQUE
law firm strategy pyramid

45. MAKE YOUR FIRM UNIQUE
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

46. 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

47. MAKE YOUR FIRM UNIQUE
goals

48. MAKE YOUR FIRM UNIQUE
client development opportunities

49. MAKE YOUR FIRM UNIQUE
new clients/prospects

50. MAKE YOUR FIRM UNIQUE
relationships & engagement

51. MAKE YOUR FIRM UNIQUE
personal brand

52. MAKE YOUR FIRM UNIQUE
fin