The term ‘building your brand’ is well understood in the marketing world. At the Bar, and somewhat in the legal industry, it is still in its infancy. But with the global pandemic firmly in the rear view, barristers are having to adapt to an even more competitive environment. And with AI on the rise and clients wanting more than good technical ability, barristers and sets are realising that they have to adopt more sophisticated ways of promoting themselves.

So, how do barristers stay ahead or at the very least keep a competitive edge?

Create a personal brand

The strongest appeal to clients is you. Whether it is you as a chambers/organisation or you as an individual. You are the brand.

This article focuses on creating a personal brand as an individual barrister, rather than a corporate brand as a chambers or organisation.

A personal brand is not based on technical ability, it is about added value. Essentially all barristers possess the ‘same’ technical skills, whereas the brand is about what is provided in addition. A personal brand is your identity and your expression, and it is within your control.

How to build a personal brand

It doesn’t just happen overnight; it takes time, but by being consistent you can help your personal brand be a memorable one. Here are few steps gathered from my years in professional services spanning the legal and financial services sectors… plus a few unashamedly ‘borrowed’ tips from fellow marketeers:

  1. Self-reflection: A good starting point is to decide on what you want to be known for. Do you want to specialise in a particular area of law or are you more of an ‘all-rounder’? Identify what makes you stand out from the crowd – why you should be instructed over your counterpart, and what makes you more attractive to instructing solicitors and to lay clients? Is it your knowledge of the sector or your experience in other fields that bring a different perspective? Once you have decided, rewrite your website biography and update your LinkedIn (including a headshot), highlighting these points.
  2. Add value: Understand what the perceived value is of your dream client. The notion of value is different to everyone, the perceived value is what your client thinks is most important to them, and in the long run will ensure they continue to instruct you. Again, this is not the quality of legal advice, as this is now seen as the standard expectation. The added value could be responsiveness to calls or emails, regular timely updates throughout the case, providing topical talks or seminars, the quick turnaround of papers, or even willingness to offer free advice.
  3. Trust: Create trust by being approachable and easy to speak to even at the most challenging times. Remember, we are all professionals doing a job. It is important to create a pleasant working relationship. You can build rapport by being authentic. Engage in small talk and humanise your interactions – your work is one aspect of your life – find similarities and use them to build a connection.
  4. Be visible: Write articles, get speaking slots, join associations and professional bodies – and most importantly, network! There may be times that you need to go to the ‘opening of an envelope’ – choose these carefully and decide whether they align with what you want to be known for. Networking should be continuous rather than a flurry of activity during quiet periods. Follow up with contacts, sending a simple email or LinkedIn message keeps the line of communication open.
  5. Ask: Don’t be afraid to ask for feedback. You can gain valuable insight into exactly what your instructing solicitors want from you and where you need to improve by simply asking ‘how did I do?’ This can also have a positive effect on your legal directory listings. Negative feedback from referees contributes to poor rankings so it is important for barristers to understand how instructing solicitors and clients feel.
  6. Say thank you: This goes a long way, and it doesn’t need to cost the earth. For example, at the end of a case send a note of thanks or extend an invitation to meet for a coffee. Just taking the time to send a thank you will be both appreciated and remembered.
  7. Get social: Share articles and engage with posts – but keep it professional, no one wants to know what you had for breakfast. Keep your posts short but with a flare of personality, allow readers to get a flavour of who you are. Don’t forget to link with people you have worked with, met or opposed.

A solid personal brand can lead to career advancement for barristers and professionals alike. It can make you more visible to potential clients, your peers in chambers, as well as the broader legal community. You will feel more confident and in control of your practice which can have a positive impact on your mental wellbeing.

Overall, this is a continual learning and improvement process that doesn’t happen overnight. With some time and effort, a personal brand will help to distinguish yourself, attract the right clients and build a long and fruitful practice.