“What’s all the fuss about personal branding?” my colleague asked as she played with the latest photo filter.
Chances are we agree that it matters how we show up on LinkedIn, Instagram or other social media platforms we use. Still, there is much more to personal branding than the written word or the filtered photo.
There are many pieces of what comprises a personal brand, most of which we can improve, if it matters to us. Here are 3 important ones.
How you treat people
Even with the “Head of the Universe,” title at the “Most Stellar Firm on the Planet,” your position at a firm will only further your career if you are highly competent in your practice AND you treat people well.
Good reputations have a way of seeping out to clients and prospects. And yes, respectively, jerks are usually found out. The partner who mistreats their administrative staff may never realize how that impacts their rise within the firm, or their ability to develop clients, but it will.
Research finds that trust is crucial to organizational performance and success because it facilitates social exchange. With bad behavior, trust is eroded, people feel threatened, and work and reputations suffer.
How you show up
A friend of mine, a prominent general counsel, had a party in 2022, towards the waning days of pandemic times. It was awkward for me to attend. I admit, while I could find something to wear, socializing in-person felt strange. Being able to remaster social skills and look people in the eye post-pandemic-times has proven to be more challenging than many of us thought.
Work on it this slowly, and know that most of us are still going through something. Get help whenever possible. Therapists can be a big support, and there are other sources of expertise out there. People like Melanie Lippman can help women figure out how to dress in the new casual, and leadership coaches like Natalie Loeb and Loeb Leadership can help you remaster those workplace muscles. And yes, DM me if you or your firm need help on the topic of personal branding. There are people who want to help.
Your substance
Personal branding isn’t just about how you appear. It’s about your substance.
Being good at what you do requires continuous learning, whether through exposure to people and situations, or attending seminars.
Have a plan. Be very selective with the programs you attend, and as I tell my clients, go deep with these choices not wide. You are better off attending fewer programs during the year, and when you do, find out who will be attending and set up meetings surrounding the event.
Be prepared with business cards as well as an electronic version with a QR code. Follow up with everyone you’ve met, either by handwritten note, an email or a message on your favorite platform.
On this sometimes illusive topic of personal branding, be mindful of your actions, nurture genuine connections, and let your competence shine through.
