In professional services, clients don’t just choose firms - they choose people.
Reputation has always mattered, but the way it’s built has changed. Today, your personal brand is often formed long before a client meets you, largely through platforms like LinkedIn.
For many lawyers and accountants, that creates tension. There’s a reluctance to ’put yourself out there‘, often driven by concerns about professionalism or not wanting to appear self-promotional.
But building a personal brand isn’t about becoming an influencer. It’s about becoming visible, credible, and relevant to the right audience.
A strong starting point is clarity. What do you want to be known for? This doesn’t need to be broad. In fact, the more specific, the better.
For example:
- Not just ’commercial lawyer‘ but ’advising privately owned businesses on growth and exit’
- Not just ’accountant‘ but ’helping tradies improve cash flow and profitability’
This positioning shapes everything you communicate.
Consistency is where most professionals fall short. A single post or article won’t move the needle. But regular, thoughtful contributions (whether short insights, commentary, or sharing client-relevant updates) build familiarity over time.
Importantly, the tone matters. The most effective personal brands sound like a human, not a firm brochure. That means:
- Writing in plain English
- Sharing perspectives, not just facts
- Showing some personality while maintaining professionalism
Another misconception is that content needs to be original every time. In reality, curating and commenting on relevant topics can be just as powerful.
It shows awareness and keeps you part of the conversation.
Engagement also plays a role. Responding to comments, acknowledging others’ content, and participating in discussions builds visibility in a natural way.
For firms, encouraging personal brands within the team can feel risky, but the opposite is often true. When individuals build credibility, it strengthens the firm’s overall reputation.
There’s also a recruitment benefit. Prospective employees increasingly look at individuals within a firm to understand its culture and expertise.
The key is balance. Personal brand should complement the firm, not compete with it.
At its core, this isn’t about self-promotion. It’s about ensuring that when someone in your network needs your expertise, you’re the person they think of first.
