BUILDING A PERSONAL BRAND — A STERN CHALLENGE IN THE NIGERIAN LEGAL SPACE
A few days ago, I was reading an online publication on personal branding and while I savoured the information contained in the article, I felt a bit worried at the same time because seemingly, I couldn't relate the idea of building a personal brand to my future career — especially within the Nigerian context.
The above situation dawned heavily on me after an eye-opening conversation I had with a classmate couple of days after. While we chattered about different things, I complained about the poor remuneration standard in the legal profession and informed me of some of the reasons for the rather unprofitability of legal practice in Nigeria. With the few problems he identified, I was able to point out how trying to create a personal brand would be hampered due to the circumstances.
I know this would certainly ruffle a few feathers in the legal profession but the truth is that majority of Nigerian lawyers are confused. This confusion has its root in the legal education and can be narrowed down to students choosing elective courses. It is indeed quite unfortunate that majority of law students graduate with the mindset that when they get into the secular world, they can potter about the wide variety of the areas of law.
Moreover, a large number of Nigerian lawyers are practising what I call the 'Jack’s Trades’. They have no speciality, no strength and no niche. They accept whatever briefs that come their way and take up any cases that cross their path. This, in part, answers the question of the dwindling number of briefs available to lawyers.
The truth is that some of your learned friends are hoarding the cases in which you have speciality. In Nigeria, a lawyer who did not take Family Law as a course in the University would rather accept a family-related case and subsequently do poorly on it than pass it to a friend who is an authority in Family Law. The examples are endless.
It would interest you to know that there are some lawyers in the USA who focus exclusively on DUI/DWI? DUI (driving under the influence) and DWI (driving while intoxicated) is an area of criminal law that deals with offenses related to intoxication while driving. Even as minor and less lucrative as it sounds, it still serves as an area of speciality. This trend is a good paradigm for Nigerian lawyers to follow.
One thing about your personal brand is that it reflects your strength. Like corporate brands, it is who you are, what you stand for and the values you can give out. Carving a niche in the legal profession is important because it's actually what is going to strike you out ahead of the pack. You cannot create a personal brand in different areas. It's just not possible. When people hear the name Bill Gates, just one thing rings in their mind and that's the thing he represents — a particular value.
As lawyers in view, it is necessary to discover your strengths and channel your energy towards that area if you must stand out when you eventually 'cross the bar'.
Again, it is practically impossible to build a profile when you don't have an area of speciality. I'll end with some tips on how to build a personal brand:
1. Figure out who you are.
2. Determine what you want to be known for.
3. Define your audience.
4. Research your desired industry and follow the experts.
5. Ask for informational interviews.
6. Embrace networking.
7. Grow your online presence.
The need for specialization in the Nigerian legal space is important for the breeding of more expertise among lawyers. But carving a niche in the legal profession and building a personal brand is what you need to strike out ahead of the pack.
