You’ve dipped your toe in the legal marketing pool. Your website is up and running. Facebook and Twitter are now part of your normal work week. Blog posts and articles answer questions or offer recent news about your area of practice. You may have even done search engine optimization on your website. Have you developed your branding strategy yet?

Branding is what identifies yourself or your firm. How you are different or special from everyone else. Branding is not just for laundry detergent or wireless companies.  It answers the question “why should I hire you or your firm as my attorney”?
 
First, you need to determine what differentiates yourself from other attorneys or firms who have similar backgrounds and experiences.This is your reputation; it’s how people know you and how you want them to know you. This will include community involvement, professional recognition and anything else that influences how you or your firm is perceived.

Building on reputation is your specific skill set and abilities. This could be your strengths within the courtroom or your ability to avoid court, depending on your client profile. Understanding and communicating your specific competencies will continue to develop your brand.
 
Combine these two and you have the foundation of your personal or firm brand. Now include intangible assets to the mix. Put forth the best attributes – like leadership, creativity, trust, ethics or determination. What kind of value do you or your firm create for others? Why should someone be yours or your firm’s “friend”, read your blog or become a follower?

Your brand strategy is a reflection of who you are and who you want to be. Don’t let the power to control your brand fall to someone else.