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Given the increasing importance of establishing a unique and influential legal brand, three legal professionals share their top tips on how emerging lawyers can distinguish themselves in the legal profession from the very beginning of their careers.
With thousands of aspiring young lawyers entering the profession each year, establishing a strong and distinct personal legal brand is vital for those seeking to differentiate themselves and make a lasting impact in the legal world.
Speaking to Lawyers Weekly, Pancho Mehrotra, the founder and principal of Frontier Performance, Katrin O’Sullivan, general counsel at non-profit organisation The Fred Hollows Foundation, and Melissa Barlas, the founder of Conveyed, offered valuable insights on how emerging lawyers can build a distinct legal brand and stand out in the legal field.
One of the first steps Mehrotra believes young lawyers should take in building a legal brand is to craft their personal narrative. He recommends starting by “defining who you want to become” and developing a clear “why that drives your practice”.
Mehrotra explained that establishing a clear sense of purpose and defining the person you aspire to become empower lawyers to “naturally project confidence”.
Mehrotra highlighted research in psychology that demonstrates how a “well-defined self-concept” leads to “higher self-efficacy and greater influence in social interactions, both essential qualities for young lawyers to develop.
As part of building a distinct brand, Mehrotra expressed how thought leadership can help young lawyers differentiate themselves in a competitive field. He explained that by engaging in discussions on “current issues, innovative solutions, and personal experiences”, young lawyers can position themselves as “forward-thinking legal experts”.
O’Sullivan echoed this sentiment, advising young lawyers not to wait for a certain level of experience before engaging in public discourse and sharing their perspectives. She highlighted this point by sharing her own struggles in this area.
“I remember early in my career feeling hesitant to contribute publicly, thinking I needed ‘more experience’ before speaking up. But the truth is, if you have something valuable to say, say it,” O’Sullivan said.
She emphasised that young lawyers should not “wait for permission” to engage in these discussions, whether by “writing articles, sharing insights on legal trends, or engaging in professional discussions”, as such actions are essential to “build credibility”.
Another key piece of advice O’Sullivan offered for building a legal brand is the importance of finding mentors early in one’s career, describing it as “one of the best career moves” she made.
She highlighted how her mentoring relationships, along with the insights and honest feedback they provided, were instrumental in guiding her through “key career decisions” and shaping her approach “as a lawyer and leader”.
Barlas also stressed the importance of having a mentor as a young lawyer, explaining how they can help “validate” your ideas and provide a “reality check” when determining the direction you want to pursue in building your legal brand.
For O’Sullivan, one of the most important lessons she learnt early in her career when crafting a legal brand is the value of finding your strengths and using them. She cautioned that spreading oneself too thin can be “counterproductive” and instead advised young lawyers to focus on areas they are “naturally drawn to”.
Her advice to young lawyers is to “take stock of your skills, lean into your strengths, and don’t be afraid to carve out a niche that feels both authentic and sustainable”.
In today’s increasingly digital landscape, O’Sullivan emphasised that building an effective legal brand requires the strategic use of digital platforms, where online interactions are just as meaningful as in-person engagement.
O’Sullivan shared that LinkedIn has been an invaluable platform for “engaging with the legal and not-for-profit sectors globally”, allowing her to share insights, connect with peers, and build her brand on a broader scale.
However, she emphasised that a strong legal brand is not cultivated through sporadic, irregular posts but rather through “regular, meaningful engagement”.
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