Law firms - Personal brand or pointless exercise? -

“Personal brand – Rolls eyes, more LinkedIn influencer speak, right?”

You work for a law firm, not a social media agency. You don’t need to post motivational quotes or pretend you love networking. But here’s the truth, you already have a personal brand, whether you like it or not.

It’s not about your qualifications or your firm’s reputation. It’s what people say about you when your name comes up in a conversation you’re not part of.

Remember, if you don’t shape your personal brand, everyone else will.

An Associate, is that an Assistant Lawyer?

You’ve earned your stripes, whether you’re a Lawyer, Solicitor, Associate, Chartered Legal Exec, Partner etc.

But most people who pop into a high street law firm don’t really know the difference between the alphabetti spaghetti of job titles. They tend to think “Lawyer” and “Partner”.

Clients might not remember your title, but they do remember how you made them feel:

– Did you make things clear or leave them drowning in legal jargon?

– Were you actually listening or mentally drafting your next email?

That’s your personal brand. And whether you realise it or not, it’s shaping every decision your clients make about you.

✅ Ask yourself: Would your clients recommend you or just quietly move on?

Your firm’s name won’t save you

Think your firm’s reputation does all the heavy lifting? Think again.

Clients don’t really stay loyal to firms. They stay loyal to people. Don’t agree?

Just see what happens to a “loyal client” if your personal brand doesn’t click. They’ll go to another Solicitor who makes them feel more confident, reassured and looked after – you’re toast.

✅ Ask yourself: If your firm rebranded tomorrow, would clients actively seek you out?

“I don’t do self promotion…”

No problem. But don’t complain when others paint your personal brand for you!

Personal brand isn’t about shouting the loudest or doing a hilarious TikTok dance. It’s about owning the small moments that define how people see you.

– Are you the person who replies fast and gets things done?

– The one who makes everything clearer?

– The one people actually like dealing with?

✅ Ask yourself: Are you just another suit in a sea of Solicitors?

The water cooler moment

Personal branding isn’t just about how clients see you. It’s about how you’re seen inside your firm too.

– Do your colleagues trust you, like you or tolerate you?

– Are you the go to person or just the one who gets cc’d in emails?

Your colleagues shape your reputation too. If you’re liked and remembered, you’ll be top of mind when a call comes into reception.

If you’re the one people roll their eyes at in meeting, that’s your personal brand as well.

✅ Ask yourself: When promotions, bonuses and leadership decisions come up, is your name at the top of the list or an afterthought?

The slow road to obscurity

Let’s be honest, ignoring your personal brand won’t cause a catastrophe.

You’ll still come into work. You’ll still have cases. But you’ll notice things shifting:

– The biggest clients stop coming to you first.

– The best referrers start calling someone else.

– The firm stops seeing you as indispensable.

Your experience alone won’t save you. Your qualifications won’t either. In a profession where everyone has the same credentials, your personal brand is the thing that makes you stand out.

✅ Ask yourself: If your name disappeared from the firm’s website today, would anyone notice?

Ok, so it’s on your radar – What next?

It’s not about reinvention. It’s about owning the signals you and your people are already sending.

At Aizon, we specialise in uncovering the subtle ways your team’s personal brands shape your firm’s reputation.

Let’s start with a personal branding audit to understand what makes your team tick. What they care about, what they aspire to, what their strengths and weaknesses are, where they see themselves in five years etc.

The result? A team where everyone’s personal brand aligns with your firm’s mission and values. We’ll make sure that your people’s personal brands strengthen your firm’s identity, show you care and builds trust with clients.

Book your personal branding audit today and let’s make your teams personal brands work for your firm – before someone else does.