You are starting your own practice or finally (on the side or as your full-time dream) pursuing the business of your dreams. And, you are successful!! Your business is starting to build momentum … clients/customers are beginning to come in. Then, one day you realize that you have accidentally built your professional brand without much thought …and your “brand” makes you a success in area different from where you started and what you want for your business.
There is an amusing blog post on Freelance Folder by Bob Younce called “The Violent Truth of Branding” that lists the following violent truths about branding (which are slightly modified for you, my fabulous readers):
· Branding yourself can force you into a niche you might not want to be in three years from now.
· Just because you want to develop a particular brand doesn’t mean there’s money in it, or that you’re good at it.
· Branding can be a process of trial and error. If you can survive the errors, however, your potential for success grows exponentially. (Hmmm…sounds like The Dip (LINK HERE to other blog post)
· The truth of personal or professional branding is that you have got to approach it systematically, taking into account market factors, ability and desire if you are going to be successful and happy in your new endeavor.
Ability and desire…
One difficult thing about developing your professional brand (and not falling into the trap of accidental branding) is the challenge of focusing on what you are good at versus what you think will make money, but you are not interested in doing.
Invest time in determining what area of practice are most to you and which two or three of those areas are needed in a great enough quantity to support a full practice or other service business. Then, develop a specialty in this area of the law. For example, if you enjoy real estate issues - consider specializing in this area and make real estate the cornerstone of your professional brand. Drill down even more to discover your niche in this area and own it! I discourage you, however, from making real estate your specialty area because you’ve fallen into a practice of doing this kind of work and you have been successful at it – but hate the work and practicing law has become a drain because you spend so much of your time on this work you had. Falling into a practice specialty in this way is an example of branding yourself accidentally.
It is possible to successfully merge what you love doing with what you are great. The two are usually connected; however, sometimes is it difficult to connect the dots. Coaching can help you make the connection and successful develop a lucrative and fulfilling business. If you need help, feel free to contact us at UpwardAction.
Expect the best!
Coach T.C. Coleman
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