Do you follow anyone in particular?  Do you seek out articles or posts by an individual because you value his/her opinions on certain topics?  I’m willing to bet you don’t do this because of the company logo or the office location.

You do it because you’ve “connected” with someone who provides value, inspires you, motivates you and helps you.  That’s the power of a brand.  You’ve found a reason to value that person.  You might even be willing to tell others about him/her.  That person has found a way to standout in your mind.  That’s the essence of marketing (and it’s much different from advertising).  It’s why the title of this article is about marketing your “You.”

Note:  This article appears in the Louisville Bar Association’s Bar Briefs on page 7 of the April, 2016 edition.  The original title was “Marketing You “YOU.”

In a recent presentation to the LBA’s Leadership Academy, I spent considerable time discussing various aspects of personal branding.  The core insight is that the market attributes value to a brand – your “personal brand.”  While the market actually defines your brand, your goal is to influence your brand perception.

The sooner you begin to recognize this, the more time you’ll have to reap the benefits of it.

Rainmakers, junior partners and associates each have the opportunity to differentiate themselves in the court of public opinion. Read more →