In Black & White: The Basics of Legal Marketing: A book of business is power. We all know that. But in these times it’s not as easy as it once was to build and grow a practice… you have to know how to market yourself. In Black & White: The Basics of Legal Marketing takes simple marketing ideas and transforms them into business development tips, advice and strategies that can set a course for your entire career. From networking and referrals to writing a marketing plan to personal branding, we’ll cover the strategies that make sense for lawyers and show you how to integrate them into your already busy daily life. We want to inspire you to make a commitment to marketing and do something every single day.

Developing a personal brand mindset means breaking away from everyday thinking. Successful rainmakers and marketers know that it takes strategy, planning and creative thinking to make furthering your brand a daily habit. Change your mindset and see how your brand develops…

1. First, you must create the package. Every great brand begins with a great package. Think of Chanel’s interlocking C’s or McDonald’s golden arches. They all have something that’s their own, instantly recognizable image of who they are and what they embody. Look at your own background, expertise and vision and realize that YOU are your own company and must think of yourself as a brand.

Most people… Think like an employee and just do their job.
Those with a personal brand mindset… Think like an entrepreneur and are the owner of Me, Inc.

Most people… Think it’s only about what they know.
Those with a personal brand mindset… Understand it’s about a visual and verbal identity.

2. Next, you must stand for something. Without an idea or focus to tie into your personal brand you have no place to start from. Take three well-known first ladies: Eleanor Roosevelt; Jackie Onassis and Michelle Obama. What comes to mind? For Mrs. Roosevelt it’s her determination and strength; for Mrs. Onassis it’s her personal style and influence; and for Mrs. Obama it’s her down-to-earth persona and balance of work and family. What are you known for?

Most people… Focus only on the day-to-day.
Those with a personal brand mindset… Focus on the big picture.

Most people… Never consider what sets them apart.
Those with a personal brand mindset… Know their points of differentiation and let others know as well.

3. The third step is to narrow your market. You can never be all things to all people and it’s important to truly understand whom you’re marketing to. By narrowing your market you can speak directly to the people who matter in your world. Not everyone needs your services. Look closely at who you want to reach and tailor your brand to their needs.

Most people… Focus on the law.
Those with a personal brand mindset… Focus on their market.

Most people… Think everyone could be their client.
Those with a personal brand mindset… Create a niche for themselves.

4. Finally, it’s important to increase your visibility. You can have the most amazing brand in the world, but if no one knows about it it’s no help to you. Create a plan to get yourself (and your brand) into the public eye via articles, speaking engagements, social media and books.  Become and celebrity and recognized expert in your own world…it’s easier than you think.

Most people… Focus only on doing good work.
Those with a personal brand mindset… Focus on being known in their field.

Most people… Answer questions for clients and friends.
Those with a personal brand mindset… Answer questions for a global reach.

Developing a personal brand means thinking of the big picture. Look at yourself as a global brand and your ideas and inspiration will begin to change almost immediately. Everything you say and do reflects back on your brand so remember to be clear about what you want, where you want to go and how you plan to get there.