LegalJob recently advised a fourth year associate at an AmLaw 100 firm about developing his brand. Below is some of that advice.
► Speak and write as much as possible.
● Go to prolific partner and ask that partner where you should write or speak and what you should write or speak about.
● Consider speaking and writing to audiences that are not just lawyers or not lawyers in your field to help you stand out (i.e., tax lawyer speaking at a bond conference).
● Pick a narrow topic that you can write/speak about multiple times.
● Consider having that person be a co-author for extra credibility.
● Write three articles on a particular issue or a particular set of issues (that are related). After the third one or so, you will be considered an “expert.”
● Fake it until you make it in your speaking and writing (odds are strong that you know more than most about the subject).
● Soon the press will contact you for quotes/opinions. Your firm may also be able to speed this process along and help get your name out.
► Start a group inside firm to discuss cases relevant in your area (or contribute to existing group).
● Consider inviting outside experts occasionally (not lawyers).
► Start group outside firm or agree to lead ABA committee and do it there.
► Help develop your firm’s blog for your practice area.
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