Why Lawyers Struggle to Build Their Professional Brands on LinkedIn

Stefanie Marrone Consulting

Why do some lawyers struggle to build their brands on LinkedIn?

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

But that’s all wrong.

Have you ever been at a meeting, an interview, or on a date and the person talked the whole time and you thought it went terrible and they thought you were amazing?

It’s because it’s all about them and not about you.

Personal branding is not about you.

It’s about the people that you want to help. You should actually never be boastful or sell yourself on LinkedIn. And if you’re really good at what you do, you’ll never have to do that.

Giving is the foundation upon which all business and personal relationships are built.

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

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

The answers could be hiding in your network. Or in your inbox. Or maybe in your LinkedIn feed. You can also use the comments on LinkedIn to help you 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.

  • Don’t hijack another’s post to promote your service or product.
  • Don’t criticize someone or comment negatively on someone’s posts
  • Do add to the conversation by making thoughtful comments

Here’s what I do – I give away free content, free tips and helpful advice. I post thoughtful comments on others’ posts and I often share my connections’ posts and successes to shine a spotlight on them. I never worry about giving away too much, and I never sell my services.

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

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

Find ways that you can help the people in your network and the 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 term, that is how you will build your brand, network and 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 enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for smaller firms. Over her nearly 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn and follow her latest writing on JD Supra.

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Stefanie Marrone Consulting

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