The BigLaw Brand
In our age of competition and connectedness, law firms face an unprecedented challenge of branding, and BigLaw – the world’s biggest and most successful law firms – tend to play the long game. For BigLaw to “win”, it must continue to enhance its business brand in order to attract and retain its clients and its lawyers. The question is: Are its lawyers playing the same game?
The Personal Brand
In today’s mobile job market, many lawyers may be shorting the market. And they have the tools to do so; the very same, standard equipment that BigLaw issues to each lawyer when she joins the team. Any lawyer intent on “winning” quickly learns to use those tools to build expertise in an area(s) of market opportunity plus a personal brand to market it.
Personal Brands Distinguish Attorneys
At Penn Law School’s Inaugural Women’s Summit, approximately 200 members of the Penn Law community gathered to celebrate the leadership and trailblazing work of Penn’s national and international women lawyers. As the Summit made clear, Penn Law’s women have a lot of wins, branding and otherwise, to celebrate.
The agenda included a session captioned “Building Your Professional Brand, Online and Offline”, during which panelists and attendees shared the significance of individual branding as a business development tool. They discussed the importance of creating a specialty practice, and the many ways in which to declare oneself an expert – by blogging, posting articles on LinkedIn and Facebook, posting pictures on Instagram, hosting personal and professional websites, tweeting, speaking at conferences, and participating in trade events.
In addition to developing business, branding helps attorneys take control of, and effectively own, law practices. Consequently, personal branding plays an important role in accelerating a lawyer’s journey to professional achievement, increasing her value within the law firm, and contributing to the firm’s financial success. It is no wonder that BigLaw supports its lawyers in developing their individual brands – those brands are as important for individual attorneys as they are for the law firm.
Personal Brands Support BigLaw Brands
Diverse and robust personal branding creates exciting and dynamic law firms. Each BigLaw brand represents a collection of talent that inspires and attracts lawyers and clients alike. BigLaw pays a myriad of expenses related to its lawyers’ executive coaches, seminars, and extensive professional development programs. BigLaw fully supports its lawyers in the effort to create and maintain personal brands.
From its perspective, helping lawyers develop distinctive expertise and specialized skills both elevates its lawyers and brings new clients to the law firm, where – in addition to receiving top quality legal services – these new clients will come to value the law firm’s brand. In fact, the more numerous and the stronger the brands of individual lawyers, the healthier and more productive the law firm and the more effectively it can attract clients, grow, and cross-sell its services. As a result, each branded law firm is full of branded lawyers – in the ranks of both partners and associates.
Business Versus Personal Branding: Which Is The Best Investment?
To the extent that personal brands distinguish one lawyer from another and build recognition for professional excellence, they increase a lawyer’s value within the law firm – and without.
There is now a perfect storm of attorney attrition and increased personal branding (indeed, social media makes personal branding easier than ever before). Personal branding allows lawyers to maintain a web presence on both law firm websites and personal websites, and to carefully curate their respective brands on each one.
Is it wise for BigLaw to continue assuming that its business brand will trump the personal, portable brands of its lawyers?
To win the long game, BigLaw can’t lose its all-stars to another team. To the contrary, its all-stars need to acknowledge personal achievements but place a higher value on the team’s success. The BigLaw brand will remain strong only if its lawyers are able to merge, yet also maintain ownership and autonomy over, their distinct brands.
There will always be competition among BigLaw brands, but there should not be competition among any one BigLaw business brand and the personal brands of its lawyers. By banding – and branding – together, just like Penn Law’s women, everyone has a win to celebrate!
land
fdocuments
best-minecraft-servers
bugs
gamblersanonymous
tks
canadacomputers
blog
butte
georiot
52dma
lelo
sunhome
noteabley
girisimhaber
okmarket
hostingspeed
forexmab
sspdata
worthstart
okstate
otofun
onebooster
controller
gdt
myfloridalegal
migalhas
quickresto
bestcompany
tata
hive
janet
91p30
marketlinc
servereps
awasr
gazettengr
theedadvocate
telogis
vpsserver
peoplematter
leech
kochbar
javdock
flyuia
alkhaleej
gotdns
bibleproject
lighthouselabs
insales
fuckhardclips
education
bleachernation
monlix
richdad
hnext
westermann
onthebeach
fakty
mail-order-brides
trustinfo
frysfood
hostedstatus
okcupid-live
supergamesky
www
api-gogles
mensa
nlnbkdu
valley
bestmailorderbride
gywb
dns
clixsight
findify
rhein-zeitung
sqprod
cscc
cmcti
chilimovie
nethost
adrizer
flynet
esdlife
adblockultra
hashflow
inpixio
harding
aviconsult
sentinelassam
connectedtech
sdufe
cira
topmailorderbrides
seejav
forum-auto
iseencloud
3-5sfg
cacoo
selenic
benoopto
trysera
edenred
edenred
mak
ssnab
daylife
easyt
ogu
dotaplabs
saveyoursite
discordbotlist
kompas
mitsubishicars
min
ssga
iclei
talkmarkets
starbits
ffjav
ipvideotalk
najox
leisu
shanxx
deluxehosting
typhon
lessig
talk
bestegg
zcom
noamweb
depo
derayah
samsclub
acgnxtracker
atttest
askmeclassifieds
webme
spankingtube
eonnext
ukfinance
tdbfg
akharinkhabar
recipiy
istanbulescorteva
callcentric
hamcom
savethevideo
pensketruckrental
boerse-online
whiskeyriff
wl
luminous-landscape
uxthemes
solutionsreview
ncu
viabtc
tubewolf
friproxy0
fanhubmedia
ithinklogistics
bluecorona
rch
nationalgalleries
revenuehunt
sportsbull
mailstreet
transcend-info
ivjmp
amazondelivers
e-elgar
icop
viva
standsapp
glasgow
productiv
lezhinus
psnine
chevening
fileconverto
npfb
unionstatistics
everhour
pythonguides
fh-dortmund
fleek
lemlist
city8
11880
tucarro
mediaindonesia
envytheme
dynamicweb
mitaku
asm
allin1-digitalcontent
legionasia
yqjnxqn
icloudzinc
qqtn
cushwake
bysjy
nowdrm
securednshost
net-chef
serbiancafe
whatsmyip
pracownikwfirmie
swab2b
chia
bithumen
mydomainprovider
starbucks
viapraga
dmdsdp
poehosting
antutu
huffingtonpost
synoptek
ceu
autodesk
planetnatural
chromedata
unipage
louisvilleky
9xflix
rockylinux
cuevana-3
adoric
mohela
wwdh
dig
retailgazette
jawaker
gangnamanma
hiscox
playersbio
founderbn
jinse
hpi
blitz-remont
uni
dnaip
motorsport
dramasq
anma4you
cloud
nou
redhdtube
intusurg
cosmostv
servername
nubedns
dof6
emply
glassdoor
tarh
ingress
seminoles
pixnio
csu
jabil
lordfilm-s
ivermectinee
pall
dnsmatic
moodmedia
monuments-nationaux
betrivers
bookmarkstore
dishaccess
pesat
1lib
qtlgslbcn
consentag
oklahomacounty
skidkaonline
arvancdn
baku365
installshield
vtracy
cpanel
oxtorrent
sawtoothsoftware
filmeviatorrents
burtsbees
ninebot
arena-diplomsx
seejav
artofwarempire
techyhub
mcneel
stps
hcinnovationgroup
quikpayasp
duiba
ebookers
anpc
hostduplex
nexusmedia-ua
webcraft
codespeedy
ivermectinon
onstar
herreramedical
ohiohealth
dkfindout
online
accu-chek
9939
assnet
saasblog
breuninger
plannedparenthoodaction
allstarunion
profootballrumors
i360
hbonordic
etecsa
awsm
qualia
impact
protondns
hardwareluxx
tapstream
themexlab
kyliecosmetics
yupptv
emoryhealthcare
intercars-tickets
przone
hczog
siambit
ccnag
thekingcenter
hugendubel
nics
recallinformer
outlook
barsyonline
santandergroup
maytag
filmifeed
stack-it
energizer
solidgate
sotoyhq
ernieball
cloudtodns
latvenergo
lessentiel
jogatina
hkcc
pindrop
namecontrol
broworker7
smn
mixdrop
d3vcloud
sweetbonanza
setupad
bmjjournals
ncupdate
cn-ki
zetapay
jpci
autoscout24
heartinternet
bookmarkbirth
feedroll
poetsandquants
snackvideo
32gun
insidebayarea
cjis
intersystems
metanit
anilos
mydiplomisstores
llviabest
light
weather
zensus2022
vote411
magik
univ-paris3
ada
iguides
kanakox
burningman
ifop
doom9
gamme
neweggbusiness
wholesalecentral
nodai
usaviagraprice100mg
daskeyboard
accessacloud
popmenu
emoji
ilan
revistagq
toursbylocals
vsildenshop
manager
teamits
clrt
1c-interes
dss
fontfabric
redonline
danpink
egroupfk
hostinfr
miyuhot
guap
cpic
cdreader
conferenceseries
vzwdm
peppertype
doctolib
360bsafe
tld-ns
brewbound
prostitutki
cpcdn
payeasy
jnews
thedailywtf
hotnatalia
oneclickmoney
kodular
veniceplaza
nyassembly
samfw
nic
newslocker
tld
hiqq
manifo
capital
siteworthtraffic
hmu
netmera
fightful
atresmedia
order-brides
skyscanner
gothamweb
vr
sheldonbrown
csuc
uc123
betot
vipescortsistanbul
dtcc
livenation
univ-paris-diderot
getcrmdev
mathletics
mycwt
moe
mcpuwpush
personalbadcredits
sasknet
brandingbrand
pending-renewal-domain
tuiasi
demounit
hbogo
media-ix
exrx
consumer
hitfix
auto
stadiamaps
72
oxfordowl
ciaaliss
dxlive
statshow
gq
bellsyscdn
mootanroo
cofile
spotify
trafalgar
brainberries
zaoitt
beanstack
singaporepools
topana
nondescriptnote
thinkindot
manoramanews
nexus-cdn
jsapicdn
miniusa
bpt
nic
oryxspioenkop
bbtel
eltonjohn
asisonline
ukim
on-line
bytecamp
mindray
fontys
bestmessage
postnord
xtube
alfahosting
imgw
juul
jy135
campuplorer
nat-geo
jobcorps
atco
rapgenius
tripadvisor
ivermectinmed
audiogon
gridfast
shutcm
sciencenordic
nour
virginiasports
dnsforindia
virtacore
100percentfedup
walgreenco
qwarta
evitamins
gemsociety
readone-piece
a1bookmarks
gercekgundem
radiojavan
planefinder
popularbio
lindt
sartorius
3newsnow
stylechirp
youniqueproducts
matrixcare
whalekit
coderanch
jsums
parsonline
entertainmentdaily
wmrfast
y-cloud
moat
esecurityplanet
jumio
localendar
nysc
egroups
digio
tamuk
nli
softwareok
colpal
tel-pacific
aspose
takeshobo
pushflow
bitcluster
cloudimperiumgames
spacenk
io3dp
istanbulescortkiz
game
disclose
krafton
infox
navalnews
dday
rwjbh
dss
bilgeislem
reconn
iitp
vsk
kpkuang
18
teamlab
easypeasyandfun
awsmpsa
javseen
njbiz
postindependent
usab
cooper
dogsnaturallymagazine
bookmeter
localwiki
calculateme
tverreg
mpei
texashealth
todaysdietitian
conservice
poconorecord
nikkan-spa
minsktelecom
toparticlesubmissionsites
1-grid
brusselsairport
zid
dmtech
plugintheme
parsintl
mojevideo
propertyware
feuerwehrspiel
elopage
sips-services
mapixl
ldschurch
get-to
barcablaugranes
cfigroup
open-broker
bronav
bookmarkport
hebtu
wi2
carhartt-wip
twinservers
hrone
rosatom
yiigle
athome
canon
acomprar
chem-station
hungarytoday
ossoccer
presinet
shipito
tgifridays
alternate-searches
egybest
rapidns
sportime
charactercountonline
secured
skdnsreg
luxuryestate
palantirgov
v6dns
avatrade
marsdd
vi
southernct
wideopenspaces
capconnect
cntech
iabeurope
pgp
ordasoft
igashub
vidoevo
punchmedia
interfolio
247mirror
routitcloud
vidow
ccnwebcams
sogang
we-heart
levigo
exam8
esquire
cdn77
notube
agriculture
elocal
investordelivery
gooutdoors
leitor
americansforthearts
sinclair
voody-online
noburestaurants
roi
cscoms
bashgah
floridarealtors
camara
mil
jeddahseason
trstatic
china-embassy
legalshield
policia
abc57
dns-service
aimersoft
diys
ellijay
box
sensesofcinema
ddc-emails
experianidworks
pacific
minsk
free4pc
softfamous
beckhoff
ussportscamps
prideofdetroit
alpha-lt
kdelo
homify
magazine
protrade
nabucasa
hostingplus
essclick
webkinz
vmagazine
lightnovelreader
werkspot
ndrvds25
forward-to-friend
tcimg
i
bantgoau
motor
hostingservicesinc
dsspn
pointstreak
host4africa
coil
globalmedia
bioconductor
safaricom
salesmate
golosameriki
ti
publicissapient
mha
upera
ua
creacionblog
git-tower
sportsbet
semaphore
mail-signatures
docformats
qihoo
netonnet
debbysokuhou
lexcliq
costargroup
setfilmizle
dealersync
heymarket
aaalive
therightsize
mcdaniel
capegazette
gmcr
hypb
kettering
bimbolive
cirrus
sdju
juksy
wfae
tcis
thebookingbutton
cbrands
totalnameservers
businesslistings
ballysports
anylist
systel
dailyorange
mofos
ontek
amazingribs
rox
mql5
fft
server-hosting
lesley
hcu-hamburg
talktalk
sutori
bankaletihad
zlibs
times-standard
ecodibergamo
onlinecheckwriter
legalacts
jiumodiary
voffice
gethappyday
tamindir
byutv
knorr
my-shop
nimbleway
mycafe
onefivenine
webfoundation
peakprosperity
beloit
mtlabs
contanuity
cutscenes
thedispatch
pubg-ns-gate
emailonacid
bnz
incfile
allpar
molnupiravir
petsafe
webtrends-optimize
steiermark
dynamicyield-serving
onpwe
koodomobile
gorky
budgetdirect
marketingfacts
vchy
amur
alrajhitadawul
vancleefarpels
evpanet
westnet
medialand
pressenza
dealercenter
persistent
bupa
burlington
rwu
vibeaccount
xiangtui
clixgalore
pr-pixiv
datatechone
convista
missouriquiltco
cambridgeincolour
aircom
adecco
pgtb
guestdns
newshost
cloudamize
marketingcloud
css
slimframework
smartbox
dkcorpit
baltimorecountymd
susiti
1000bulbs
ymca
qflm
fanatik
mailorder-bride
amazonbrowserapp
hotcoursesabroad
lantodomirus
hangame
roalddahl
gtss
calculator-online
4000hours-club
mpnrc
netone
6662ck
fortiguard
hamropatro
bosc
unity
deejay
animeanime
helsinkitimes
syncplicity
lopezdoriga
pbenterprise
ct
riksbank
dns-service
zionsbank
ivermectinenow
bfs
earnvisits
wonderfulengineering
moyoung
manset
twdcns
mels
queenonline
dunkinbrands
nethosted
kickoff
xfinfr
bancadigitalbod
territorio
reservationcounter
expired
alrincon
prodege
agc
foursquare
pgkweb
nameserverlayer
1sourcing
ghdhair
artelecom
edge4k
sofort
fifaindex
parentmood
msrt
bigblueview
network-portal
yunexpress
wdwinfo
rtmss
dbrent
goskills
wiki
coleman
pharmerica
wikibio
ankama
samsungcloudprint
fastmetrics
campaignasia
atlantichealth
sickseo
logicgate
anton-paar
bookmarkstime
cairnspost
flowtrinidad
dualtec
btcturk
gamett
securitycoverage
sport-net
laprogressive
nscluster
airnetnetworks
epoch
istanbulescorthelen
plin
huweb
parspack
cashbackforex
mtlnation
luvze
firstinterstatebank
edreams
synovus
istanbulescorteylul
greatfon
megax
yourbookmark
installmentsindiana
steepandcheap
tkgkdbg
rusfootball
diethood
mauinow
ulprospector
acquiropay
westservers
threadsmagazine
activebookmarks
55places
graphic
gaoqingw
msyscloud
csa
hayastannews
cnet
sdn
yves-rocher
fidlarmusic
stremio
climate-kic
lxdns
firn
globalhealingcenter
myskcdn
orangetheory
agoop
rmv
bio-techne
studypc
krystal
nrscotland
warbletoncouncil
kcdn
newmuseum
bell
venezolano
on1
asianbridefinder
flaconi
animatedknots
fafafaplaypokie
unknownworlds
surf
hiphopwired
massagemehomeservices
easyeda
link
supleks
cuisinart
publichealthontario
chatlio
vegrecipesofindia
countrystudies
boi9osyg1uwtyafn
psecu
royalcollection
brickftp
amren
jdcdn
intervalworld
whatchristianswanttoknow
healthecareers
oasis-infra
blogsvila
goedge
ias
kpcb
californiabeaches
revlifter
syndetics
beslist
papik
nsu
myweather2
ipe
telemail
reg
karousell
laarberg
financial-planning
2cnjuh34jbpoint
max
floatingpointdns
br-analytics
zzzfun
img-b
cgodirek
zenn
itut
onlinerealmoneyusa
esoft
glassboxcloud
emlone
graziamagazine
dtacnetwork
cult
gd-ms
myedimax
learning-mind
magic-trans
titsintops
dariknews
norfolk
mtgarena
creafuture
cedars-sinai
chdbits
vanilladevelopment
cuisineactuelle
tushu007
aec
umich
carandclassic
icollector
dateas
connectria
el-nacional
astrotheme
velocity
relayblog
soscisurvey
brane
aitnews
atatus
myhomescreen
dorderstar
voicetube
earthisland
butlercountyohio
refactoring
shewrites
prossl
lodash
bonginoreport
jotform
researchmap
epson
ikea
m-files
psoriasis
adyield
webtype
mainehealth
mandmdirect
trengo
cheapwebvn
gakujo
bowerswilkinscloud
tcvn
gep
pronovias
therumpus
manga-news
copperegg
demant
forbes
hdmtools
sut
myupdox
smokeybear
pico
cialisblacksnorx
coko
robhost
oru
wtfpod
heymods
wested
mirakl
attac
lordfilma
istranet
compass-usa
acmetools
helloglow
examveda
remita
n
logaster
boerse-go
zattini
dwt
myjino
cscec8b
mnsi
fmgsuite
icon-library
formidableforms
princes-trust
eap
chwawa
galls
montcopa
herway
mediball
tweakyourbiz
londontown
planetcalc
marvellousmachine
mkcl
linklaters
viceland
kristal-tv
vlm
videojug
anywho
furnishedfinder
nutrition
androidmtk
bakirkoyescort
rocket-league
sover
concentra
ubmdns
inkbox
websaversdns
twitback
orbitel
monocul
flosecurecloud
bestel
unizh
sainnguatc
getpebble
amadeus-dns
bankid
ecunion
buymodafinilex
quickswap
netflixdnstest1
discoverlife
breastcancernow
tjsc
campusreform
makechange
cfl
axxesslocal
surfertoday
nedo
dbeaver
ipnxtelecoms
awsdns-cn-47
azbooka
meteoam
sorenson2
get-box
orleto
muji
wikishia
americanhondafinance
bestvpnprovider
classmarker
kiz10
konghack
w3snoop
shortstack
sergiubaluta
cantor
ivermectinmy
xn--80affa3aj0al
edu35
appgrowth
betterproposals
ohmybride
coloradolottery
mxdwn
panasonic
advisor360
jrkyushu
rcseng
f002jp4261
baker
contiki
girbahise
cn4e
vpsnet
qqaskpbofrji
p42dns
rarejob
dashasender
iglobal
endicia
pride
podster
uquid
qiniup
hodlister
current
sos-data
cdgfossil
ceres
guernicamag
comfacebook
compress2go
novelasligeras
geberit
ibiquge
storytel
citascasuales
opodo
meritnation
recipegirl
visaonline
emojiall
sportingplaymakers
grouprecipes
dqagyks
scout
antena3tv
convert-me
df
icisleri
nameserver
webhostingserver
yilong3
krsn
photographyblog
slcloud
nteb
youthkiawaaz
million
rarbgp2p
resnexus
smilegatemegaport
ituc-csi
pelisplushd
ocialisshop
startupnation
xem461
heatworld
redbullmusicacademy
lamudi
goldwellnessacademy
collegescheduler
aspire
leiting
hot
birdsnet
stocksy
backagent
avaloncommunities
wbmason
luxuryescapes
uspsoig
mailorderbride4u
conecti
vd-tv
cmcore
bcbsnc
bevcomm
animaltube
igp
nzbgeek
ad-brix
who13
newsguardtech
dailyguides
pianetaitalia
vcdc
1x