Why Lawyers Strive To Build Their Professional Branding On LinkedIn | JD Supra Perspectives


Why do some lawyers struggle to create their personal brand on LinkedIn?

Because they start out with the wrong mindset. They focus on themselves and their services. They use social media to promote themselves. They think ME ME ME ME ME. Look at me. Look how awesome I am. I am a great lawyer! They sound boastful, not unique and sometimes even dry.

But that’s all wrong.

Have you ever been to a meeting, interview or date and the person talked all the time and you thought it was going wrong and they found you amazing?

This is because everything revolves around them and not you.

The personal brand is not about you.

These are the people you want to help. You should never brag or sell yourself on LinkedIn. And if you’re really good at what you do, you’ll never have to.

Giving is the foundation on which all professional and personal relationships are built.

If you want to build a powerful personal online brand, ask yourself the following questions:

  • What can I do to help my connections on LinkedIn today?
  • What kind of content can I provide them it will be useful?
  • How can I to serve my public?

The answers could be lurking in your network. Or in your inbox. Or maybe in your LinkedIn feed. You can also use LinkedIn comments to help build your personal brand and showcase your expertise as well as your personality. Every comment is part of your brand – so don’t post bland or negative comments.

  • Do not hijack a third party publication to promote your service or product.
  • Do not criticize someone or comment negatively on someone’s posts
  • Do add to the conversation by making thoughtful comments

Here is what I do: I give away free content, free tips and useful advice. I post thoughtful comments on other people’s posts and often share my relationship posts and successes to highlight them. I never worry about giving too much and I never sell my services.

Take the time to think about others so that they take the time to notice you.

Giving is the foundation on which all professional and personal relationships are built. Give without expecting anything in return as much as you can.

Find ways to help your network members and new professionals you meet. Give them content that will help their lives. You may not get anything in return right away; but in the long run, this is how you will build your brand, your network and your business.


Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, professional associations and individuals on the full range of marketing and business development consulting services designed to increase revenue, build loyalty current customers and achieve greater brand recognition. She is also responsible for marketing / outsourced marketing department for small businesses. During her nearly 20-year legal marketing career, she has worked in and with a wide range of large, medium and small law firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn and follow his latest writings on JD Supra.


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