(Image via Getty)
Have you ever read Legally Innovative by Anna Lozynski (@legallyinnovative on Instagram), General Counsel of L’Oréal? In my opinion, you probably should. Why? Glad you asked. In it, she asserts that branding, whether personal or for your legal department, is an important subject. And we as lawyers need to pay attention, and possibly change our mindset about it.
Many lawyers dismiss branding as “marketing speak,” as if the discipline of marketing is inferior to the substantive and respectable practice of law. But let me be clear: In the age of consumerism, positive perceptions and substance are not mutually exclusive. In fact, mastering both is a sign of mastery and maturity. It should be the goal of every professional, including legal professionals.
I heard Anna speak at Legal Operators recently. She is very insightful. Here are my takeaways which you may find useful if you are embarking on a journey of branding yourself, your legal practice, or your legal department.
Leverage Your Emotion
Take some time to consider what is the one thing that defines you as an operator. How do you as a lawyer make those around you –- your coworkers, your friends, your superiors, your direct reports, and others — feel? In the end, a brand is a feeling. First impressions can create a lasting impression.
Remember, you are a human first. All our interactions make others feel a certain way. In a world where brands are everywhere, designed to create certain (usually positive) feelings on their consumers, you need to turn your mind to the brand of your legal function. How will you make the interaction with your legal department a positive experience? What is the consistent impact you want to make?
You Are a Mystery, And That’s a Problem
In her book, Anna says, “Perception is 9/10ths of reality. A legal team brand allows you to help shape that external perception as well as stay true to what the team is trying to achieve. It’s a unique identifier, its own QR code.”
What lawyers do is largely a mystery to their clients. It could be legal voodoo for all they care. Your clients just want a solution in their timeframe, if possible. That is a real problem for developing a recognizable, powerful brand unless your goal is to be a “that weirdo” that everyone tolerates as a necessity (hint, not a good strategy!). If you are thinking, “I am special. I am a lawyer. I think differently,” it is time to stop. Yes, you are unique and special because you’re an expert. But you’re also part of a business, so try to be a little less misunderstood. You see the world differently by virtue of your legal training — try not to always underscore that.
What is one trait that differentiates you and your team? All your customers should have the same expectations no matter who on your team they interact with. A brand is about consistent experience, approach, and mindset. It is about producing predictably positive experiences every time.
What’s a clear story that you and the members of your team are telling to cut through all the noise?
Consider creating branding guidelines that correspond with the “feel” of the legal department brand — use it as part of your communications and interactions with your colleagues. Consistently. What do you and your team stand for? What is your “why”? What is the “why” for your team? Why are you bothering to get up every morning and do the hard work?
(And, please don’t tell me it is “the mortgage,” which is, in fact, the most frequent answer I got when I interviewed with various national and international law firms almost 15 years ago! In fact, I haven’t joined many law firms based on this answer. How depressing that it is the reason one gets up in the morning and bothers to show up to work.)
Get to Know Your Communications Colleagues
Do you have friends in communications departments? Why not? You should! Is your legal team regular in company communications? One way to achieve this is to have regular monthly meetings with your internal and external communications colleagues to make sure that your team is in the cycle of being highlighted and profiled just like everyone else in the business.
Do your stakeholders or clients know a little about the person behind the lawyer?
As Anna says, “Defining the image of the business of the legal team need not be fluffy. Rather, it can be progressive, showcasing that the team is a little (or a lot) clever, sassy and engaging. Use this as an opportunity to recreate the team’s perception and narrative, and get those creative juices flowing in a way that might be surprising.”
Olga V. Mack is the CEO of Parley Pro, a next-generation contract management company that has pioneered online negotiation technology. Olga embraces legal innovation and had dedicated her career to improving and shaping the future of law. She is convinced that the legal profession will emerge even stronger, more resilient, and more inclusive than before by embracing technology. Olga is also an award-winning general counsel, operations professional, startup advisor, public speaker, adjunct professor, and entrepreneur. Olga founded the Women Serve on Boards movement that advocates for women to participate on corporate boards of Fortune 500 companies. Olga also co-founded SunLaw, an organization dedicated to preparing women in-house attorneys to become general counsels and legal leaders, and WISE to help female law firm partners become rainmakers. She authored Get on Board: Earning Your Ticket to a Corporate Board Seat and Fundamentals of Smart Contract Security. You can email Olga at olga@olgamack.com or follow her on Twitter @olgavmack.