No. I don’t think of lawyers as brands, but I do think there is something we can learn from the branding universe.
In-house lawyers often focus on protecting and advancing their companies’ brands—but what about their own? Personal and department branding aren’t just for law firm professionals.
For in-house counsel, a strong brand can help build credibility, enhance influence within the organization, attract top talent, and lead to better compliance.
So why is self-branding important for all lawyers, even the in-house version? Here are five key reasons:
🥤 Start with Strategy – Before diving into tactics, take time to strategize. How do you want to be perceived? What value do you bring? Your branding efforts should align with your strengths and values to ensure authenticity.
🥤 Maximize LinkedIn’s Potential – LinkedIn isn’t just a job-seeking tool; it’s a relationship-building platform. Keeping in touch with contacts, engaging with influencers, and sharing insights keeps you visible and relevant.
🥤 Define Your Personal Brand – Your brand is what people think about when they hear your name. Be intentional about shaping that image. Highlight what makes you stand out and how you contribute to your organization and industry.
🥤 Be Concise and Impactful – People are busy. When you talk about yourself or your work, keep it clear, direct, and valuable to your audience. A strong, well-articulated message leaves a lasting impression.
🥤 Build and Maintain Trust – Trust is the foundation of successful relationships. Be competent, authentic, and empathetic. If one of those waivers under pressure, double down on strengthening the others.
Effective branding isn’t about self-promotion—it’s about positioning yourself as a trusted expert, building relationships, and reinforcing your credibility within your company and the broader industry.
And the best part? It’s something you can do in an authentic way. Maybe large networking events aren’t your thing, but small group dinners or one-on-one conversations are. The key is to find what works for you and be consistent.
