DISCOVERING YOUR PERSONAL BRAND.

• Author: Crane, Mary
• Position: Cover story

The Internet has transformed the legal industry dramatically and irreversibly. Like it or not, as a legal marketing professional, you confront these forces of change daily. You've invested time, effort and special skills carefully crafting a brand for your firm. Your next objective must be to develop and refine a personal brand that perfectly positions you for your desired future.

The "good news" is that marketing remains a complete mystery to most legal services providers. Lawyers don't understand it--and in some cases the thought of business development absolutely frightens them. To the extent you invest time creating a credible personal brand, lawyers will bring their fears and anxieties to you. At that point you can bolster your own career even as you help your firm's attorneys advance theirs.

What's a Personal Brand?

Let's keep this simple. Your personal brand is a "promise of performance."

When viewed in this light, personal brands have been around for a long time. A medieval serf who observed a knight wearing a white tunic emblazoned with a bright red cross immediately understood its promise of performance. It meant the knight had fought in the Holy Land, he was a Crusader, and his warrior prowess would be devoted only to religious and protective purposes. He was not an armed mercenary or a thug in armor. He fought for what he perceived to be higher, holy values. That tunic made a promise that was understood by all who saw it, whether they were literate or not.

Just like the crusader's heraldic insignia, your personal brand should accomplish three goals: 1) define who you are; 2) identify whom you wish to serve; and 3) clarify how you are unique.

Developing a personal brand statement is a critical starting point, but it's only a starting point. Everything you do and say either contributes to your brand or detracts from it. Just like our knight of old, your attire is important. You should dress in a way that emphasizes confidence and competence over comfort and ease. How you speak, what you say, and the content of your emails affects your brand. Do you come across as thoughtful and deliberate? Or do you sound arrogant and unapproachable? Your online presence also can have a major impact on your brand.

If this seems time-consuming or even irrelevant, remember this: you either define yourself, or you risk being defined by others. Don't believe me? Then consider the political events of the past six months. By all accounts, former...