Enhancing Your Personal and Professional Brand in 2024

Insights from Fennemore’s Chief Marketing Officer, Lindsay Moellenberndt

As we step into the new year, attorneys are presented with the perfect opportunity to assess and elevate their personal and professional brand. In this ever-evolving digital era, LinkedIn provides a powerful avenue for attorneys to strengthen their visibility, foster meaningful connections, and attract potential clients. To kickstart 2024 on the right note, we’ve spoken with Lindsay Moellenberndt, Chief Marketing Officer at Fennemore, for her expert insights on how attorneys can enhance their personal and professional brand – with a specific focus on leveraging LinkedIn.

Update Your LinkedIn Profile:

To begin the year, make it a priority to ensure your LinkedIn profile is not only current but also compelling. Lindsay emphasizes the importance of having a professional profile picture and crafting an attention-grabbing headline that highlights your unique expertise. Take advantage of the summary section to provide a succinct overview of your legal background, showcasing your strengths, achievements, and unique selling proposition. Ensure your contact information is accurate and complete.

Celebrate Your Achievements:

Don’t be afraid to proudly share your awards and community recognitions on LinkedIn. Highlighting your accomplishments not only demonstrates your expertise but also boosts your credibility and reinforces your position as a respected professional in your field.

Personalize Your Online Presence:

Incorporate personal photos of yourself attending professional events, engaging in community activities, or collaborating with colleagues. These images humanize your online identity, making it easier for people to connect with you on a personal level. As your face becomes more recognizable in your community, you’ll strengthen your relationships and build a more memorable brand.

Leverage Thought Leadership Content:

Lindsay advises attorneys to utilize LinkedIn’s featured section to showcase their work, which may include articles, blog posts, podcast interviews, or presentations. Sharing your insights through thought leadership content not only demonstrates your knowledge but also positions you as a thought leader in your area of practice. Consistently publishing informative content can help you gain a dedicated following and actively engage with your network.

Stay Informed and Share Industry Updates:

To truly be an authority in your field, it’s essential to stay updated on the latest legal developments and industry trends. Share pertinent news articles, reports, or updates with your network. By providing valuable insights into your practice area, you can attract followers and establish yourself as a trusted source of industry knowledge.

Repurpose Client Alerts:

Take advantage of client alert emails by repurposing content into engaging LinkedIn posts. Summarize key insights, highlight important takeaways, and share links to the full alerts. This not only extends the reach of your valuable content but also reinforces your knowledge on LinkedIn, keeping your audience informed and engaged.

Personal Branding Through Authenticity:

In addition to sharing informative content, consider using LinkedIn as a platform to showcase your personal brand. Share stories and experiences that reflect your values, passions, and commitment to justice. Authenticity can forge deeper connections with your audience.

Harness the Power of AI and ChatGPT:

Consider artificial intelligence tools like ChatGPT to streamline content creation. These AI-driven platforms can help you generate ideas, create early drafts of articles, and even provide valuable insights, making it easier to consistently produce high-quality content that resonates with your audience.

Be SMART:

Make sure your goals are SMART—specific, measurable, attainable, relevant, and timebound. This might include sharing legal insights, case studies, success stories, or personal anecdotes that convey your dedication to your clients and your profession. Having a well-thought-out strategy and SMART goals will help you track your progress and maintain a consistent online presence.

Crafting a Content Strategy:

Consistency is the linchpin for building your professional brand on LinkedIn, but it doesn’t happen by chance. Developing a strategic content calendar and following it is the key to staying accountable and ensuring that you consistently engage with your audience. In your content calendar, outline the type of content you’ll post and the frequency of your posts.

As you embark on 2024, remember that your personal and professional brand is a dynamic entity. By following Lindsay Moellenberndt’s insightful tips, which include updating your LinkedIn profile, sharing thought leadership content, actively engaging with your network, and strategically expanding your connections, you can build a formidable online presence that will significantly benefit your legal career. The journey to enhancing your brand is an ongoing process, so commit to nurturing and growing your presence throughout the year. Best of luck in your networking endeavors!