The Power of Authenticity in Elevating Your Legal Brand

As a bankruptcy attorney, I am a big fan of telling my clients that social media is not real. People share what they want you to know or think about them and that’s it. However, social media is a very effective tool for lawyers who at least attempt to appear like real people. We tend to get stuck in “professional” mode and our brands could use a bit of getting real.

The Real Deal on Authenticity

So, what's the big fuss about authenticity? It’s about ditching the scripted jargon for a second and connecting as you. Toss out the legalese, and speak human-to-human. Let clients see the person who gets excited about Star Wars premieres or loves spicy taco Tuesdays. Or, maybe you want to be a celebrity chef and make fantastic creations in the kitchen.

Why the Genuine You is Pure Branding Gold

With everything moving online, clients are becoming digital detectives. They're not just hunting for a lawyer; they're scouting for a trusty sidekick. By unmasking the real you:

• Clients Dig Deeper – They aren’t just hiring an attorney; they're investing in a person. Be that person. With so many of our interactions occurring by phone or Zoom these days, even business clients are looking for something to make a connection.
• Stand Out or Step Aside – In a market flooded with carbon-copy lawyers all doing the same thing because that is how it’s always been done, being genuine and real automatically makes you stand out from the rest.
• Attract Your Kind of Client – The practice of law is more fun when you like your clients. The way to attract clients you like is to bring your kind of people to you. That does not mean you only want a single kind of client (because that would be boring), but clients who appreciate who you are tend to be better clients.

Getting Real with Your Brand

• Mirror, Mirror - Take a good look. Who's staring back? Understand your quirks, passions, and that weird laugh when things get too funny. This is your brand’s starting line. It doesn’t have to be anything related to the type of law you practice, but it can be. What’s unique about you?
• What’s Your Story? - Maybe you have a pet you love, or your kids are hilarious, or you have an interesting hobby that is your passion. Share those tales and photos. I like wine, have hilarious kids, and carry a stuffed animal around with me. My social media is full of…wine, hilarious kid stories, and a stuffed elephant. I have walked into rooms full of people I have never met and they all knew me and what I did because of my brand.
• Keep It Real Online (and Offline) - That LinkedIn profile or personal website? Jazz it up with some genuine you-ness. Ditch stock photos, showcase real moments, and be yourself in the comments. Oh, and don’t use a bot to send messages to everyone you connect with asking to set up a “quick call” to tell them of your greatness.
• Stay True, But Evolve - Life’s a journey. Update your brand as you grow, but keep the core essence unmistakably you.
• Open Ears, Open Heart - Get feedback. Be it praise or a roast, it’ll help you refine and shine. In this same vein though, keep it real. If you are the attorney wearing jeans and a t-shirt all the time, don’t pretend to be one who wears a suit. Be wary of feedback that just doesn’t sound like you from well-meaning people.

Real Talk on Branding Bloopers

• TMI (Too Much Information): It's great to share, but your audience doesn’t need the minute-by-minute update of your cat’s day. Also, remember that there are just going to be some people who don’t gravitate towards the real you. It’s ok to not be liked by everyone. If you want clients who want to know the minute-by-minute update on your cat’s day, then go for it.
• The Real ≠ Flawless: Made a blunder? Own it. Then move on and be better with your future branding.

The Bottom Line to Getting Real

In the grand ballroom of the legal world, would you blend into the background or dance in the spotlight? Remember, authenticity isn't a measure of volume; it's a testament to sincerity. As you navigate the legal landscape, embrace the power of being genuine. Unleash your true self, and in doing so, let your brand not just take flight but soar to new heights.

In a profession often clouded by stereotypes and formalities, your authenticity is a breath of fresh air. It's what sets you apart in a sea of sameness and builds deeper, more meaningful connections with your clients. By being unapologetically you, you're not just practicing law; you're revolutionizing the way it's perceived and delivered.