For junior lawyers, the idea of building a personal brand may seem like something reserved for senior attorneys or partners, but this couldn’t be further from the truth.
Establishing a strong personal brand early in your career is essential. It’s not just about getting noticed by clients, it’s about shaping your professional reputation, creating opportunities and building the kind of relationships that will support your career for years to come.
Whether you want to advance internally at your firm or eventually position yourself as a thought leader in your field, the way you approach brand building from day one can set the stage for your professional growth. Your brand is about how others perceive you, the value you bring and the relationships you cultivate. While being an excellent lawyer is a given, your personal brand is about so much more than your technical skills. It’s about being someone people know, like and trust.
So, how do you get started? Let’s explore practical tips for building a strong brand both internally at your firm and externally in the broader legal community.
Why Brand Building Matters for Junior Lawyers
Your brand is essentially your professional reputation. It’s how others—colleagues, clients and industry peers—perceive you and the unique qualities they associate with your name. It’s important to start thinking about your brand early because it’s easier to shape it when you’re intentional, rather than waiting until later in your career when perceptions are already formed.
Building a brand doesn’t mean you have to be loud or self-promotional. Instead, it’s about being strategic in your actions and interactions. Your goal is to ensure that when people think of you, they immediately associate you with qualities like reliability, diligence and a unique perspective within your practice area.
Cultivating Your Internal Brand: Making Your Mark Within the Firm
Your internal brand is how you’re perceived within your organization—by your colleagues, managers and senior partners. When your name comes up in discussions about projects, promotions or mentorship opportunities, what do you want people to say about you? Building a positive internal brand starts with being reliable, but it goes far beyond that.
1. Be Consistently Reliable and Professional
Early in your career, consistency is your best asset. This doesn’t just mean showing up on time and meeting deadlines (though that’s crucial). It also means delivering high-quality work, being detail-oriented and following through on commitments. Your ability to be a “safe pair of hands” is foundational to building trust and credibility.
Action Tip: Develop a system for tracking your work and deadlines to ensure you never miss a beat. Simple tools like to-do lists, project management apps or calendar reminders can help you stay organized and consistent.
2. Go Out of Your Way to Have In-Person Interactions
In today’s hybrid and remote work environments, it’s easy to become just another name on a screen. But to truly build your internal brand, face-to-face interactions are essential—even if that means making the extra effort to go into the office or attend firm events in person.
Action Tip: Schedule time in the office when senior partners or colleagues are there. Be intentional about joining team lunches, firm happy hours or informal meetups. Building rapport in person helps create stronger connections than virtual interactions alone.
Why It Matters: In-person interactions help you stand out and build deeper relationships. They’re also a great way to learn from others by observing how they handle different situations, interact with clients and present themselves.
3. Cultivate Relationships and Seek Out Mentorship
One of the most important aspects of internal brand building is relationship development. Don’t wait for people to come to you—be proactive in cultivating relationships with colleagues and seeking mentorship from senior attorneys. A strong internal network is invaluable for getting access to meaningful work and developing your career.
Action Tip: Start by scheduling informal catch-ups with people whose work you admire. Ask them about their career path and offer to help with projects on which they’re working. It’s not just about building your skills; it’s about creating relationships where people see you as a trusted colleague.
4. Be Vocal About Your Career Interests
If you’re passionate about a particular practice area, industry or type of client work, make it known. Express your interests to your mentors, managers and senior lawyers. When opportunities arise in those areas, you’ll be top of mind.
Action Tip: During check-ins or performance reviews, bring up the areas you’d like to explore more and ask how you can get involved. The key is to show that you’re eager and open to new opportunities, while also being strategic about your career direction.
Building Your External Brand: Expanding Your Presence Beyond the Firm
While building your internal reputation is critical, establishing your external brand can be just as important especially if you want to create a name for yourself in a specific niche or become a thought leader. Here’s how to start building your brand outside your firm.
1. Be Strategic with LinkedIn
LinkedIn is the go-to platform for professional visibility, yet many junior lawyers underutilize it. It’s not just about creating a profile and leaving it there; it’s about engaging thoughtfully. Use LinkedIn to highlight your expertise, share insights, share firm news and comment on industry trends.
Action Tip: Start small by sharing firm posts, articles related to your practice area and commenting thoughtfully on others’ posts. Over time, work up to creating your own content. Consider writing a short post about a topic you’re passionate about, such as an industry trend or a unique take on a legal issue (just make sure to run these posts by partners first before you post them).
Why It Matters: Regular engagement helps you stay top of mind with your network, creates visibility beyond your immediate contacts and positions you as someone who is actively engaged in your field.
2. Get Involved in Industry Associations
Participating in bar associations, industry groups and professional organizations can open doors to networking and learning opportunities. It’s also a great way to meet peers and potential mentors outside your immediate firm.
Action Tip: Join a committee or volunteer for a role that gives you visibility, such as helping organize an event or managing communications. This not only expands your network but also shows your commitment to your field.
3. Write and Speak on Topics You’re Passionate About
Even if you’re early in your career, sharing your insights through writing and speaking is a powerful way to establish your expertise. Start by contributing to your firm’s blog, or offer to write for a bar association newsletter. If writing isn’t your strength, consider speaking opportunities at local events or even small internal presentations.
Action Tip: Pick topics that align with your interests and expertise. If you’re passionate about a particular legal issue or practice area, start there. The goal is to share insights that reflect your unique perspective.
Balancing Internal and External Branding Efforts
It’s challenging to balance internal and external branding, especially as a junior lawyer with a demanding schedule. Start by focusing on building your internal brand because a strong reputation within your firm is the foundation for external visibility. Once you’ve established a solid internal presence, gradually expand your efforts outward.
Tip: Dedicate just 30 minutes a week to your external brand whether it’s engaging on LinkedIn, attending an industry event or getting involved with a professional association. The key is consistency.
Key Takeaways
- Invest in Relationships: Build strong relationships inside and outside your firm by being proactive and intentional with your interactions.
- Be Reliable and Consistent: Consistency in the quality of your work and follow-through is essential for a solid internal brand.
- Use LinkedIn Wisely: Thoughtful engagement on LinkedIn can help you establish a professional presence outside your firm.
- Seek In-Person Opportunities: Prioritize face-to-face interactions, whether it’s with colleagues, mentors or at networking events.
- Find Your Niche: Identify the areas you’re passionate about and position yourself as someone with expertise in that niche.
- Balance Your Efforts: Start internally, then expand externally once your internal reputation is established.
Building your brand early is about more than just making a name for yourself—it’s about creating a professional path that feels authentic, sustainable and filled with meaningful connections. When you invest time in establishing your reputation and cultivating relationships now, you’re setting yourself up for opportunities and career growth that align with who you are and where you want to go.
Connect with me on LinkedIn, X, Threads, YouTube, Instagram, sign up for my email list and follow my blog.