Building Your Personal Brand

By Taylor Burton Published on June 7, 2023

Estimated reading time: 5 Minutes

You've got the drive and determination to create a stellar online presence that will spread the word on your firm and attract new clients. You have all of the tools and expertise you need to build a stunning website for your law firm. However, there is still one more thing to consider: branding.

A brand is so much more than a name. It’s the personality, the presence, and the voice your customers will come associate with your name. It's yours to craft and refine. You’ll want a voice that stands out, but also suits your business to a T. Stick with us to learn all about the important aspects of building your personal brand.




Identify your audience. Understanding your target audience and their needs is a crucial first step in your brand's success. You must shape your brand messaging in a way that resonates with your audience. After all, who doesn't love to feel seen and heard? Don't use broad generalizations, but rather, focus on specifics. Use your online space to convey that you understand your audience's issues and they should feel welcome to approach you.

Take time to think about your past clients and what they have in common. How old is your average client? What sort of background do they have? What problems and questions do they often come to you with? Define your values based on your field of expertise and what is important to your customer base. By understanding your audience and anticipating their needs, you can better serve them and create a brand that will speak to them.


Choose a voice. Your brand’s voice (and by extension personality) is what will set you apart from the competition. You may want to base this around your field of practice. If you deal with hard situations such as divorce or sorting estates, then you’ll certainly want to have an empathetic, comforting tone. If you deal with lighter issues, you may adopt a more playful tone. Some lawyers use humorous advertisements or videos to grab attention and make themselves memorable. Others use their social media platforms to educate the general population on the law. This is a clever tactic to get your name out there, especially if you deal with common problems such as car accidents or business issues.

Whatever you choose to do, make sure your voice is consistent. If you’re having trouble coming up with an angle, consider your mission statement or your values and go from there.


Businesswoman making announcement with megaphone


Design your look. Your brand’s appearance can convey just as much information as its voice. The color palette alone can have a subtle effect on those who visit your website. Check out this past blog post on color psychology to understand what each color represents. Keep this information in mind when crafting your logo, slogan, and other graphical assets you may need. If you're struggling for ideas, don't be afraid to glance at what your competition is doing for a little inspiration.

Remember: always attach your name or logo to any graphics or video you create. If it's shared across the internet by others, you want to be sure that it can be traced back to your name.


Establish a presence. Along with your website, a social media presence could further connect you with potential clients and optimize your website for search engines. If you get a lot of clicks, algorithms will recognize your value and hopefully put your brand in places it can more easily be seen. Keep in mind that algorithms are forever changing. More and more social media platforms are charging a price for visibility--but that doesn't mean you can't still be seen.

A professional presence on LinkedIn is a great choice for any law firm. If you're going to create just one social media profile, make it a LinkedIn. Facebook and Twitter are also great options for opening up effortless communication between you and potential clients. An active profile can demonstrate your knowledge and attentiveness. Be sure to post relevant content and respond to inquiries as often as possible.


Hand with marker writing You Are Your Own Brand


Build relationships. Whether it’s with clients or fellow professionals, this essential step is what truly strengthens your brand. Attending networking opportunities (such as PBI’s in-person CLE events!) and joining committees (like the many plentiful options the PBA offers!) is the perfect way to do so. By putting effort into strengthening your network of professional relationships, you will gain more credibility and further promote your brand.

This can be a lot to digest, especially when you have enough on your plate as it is. However, this advice can't just be used for your web presence--as the above image says, you are your own personal brand. Put in a little extra effort to follow the advice in this post and you will surely reap the benefits.