Judith:
Thinking about your personal brand is one of those back-burner things that we all have such a hard time making time for. Yet we all know that even without trying, we have a personal brand. People are constantly forming perceptions about us, just as we are forming perceptions about them.
Bindu:
You are so right! It’s like that famous quote of Jeff Bezos, "Your brand is what people say about you when you’re not in the room." We hope everyone’s stories about us are positive and reflect our unique strengths and all the great things about us. But putting your head down and doing great work doesn’t necessarily translate into a strong brand—even though it really should.
Judith:
Very true. For general counsel, personal branding is especially critical to overcoming common misperceptions about the role. Some business leaders may view GCs solely as legal experts or as overly risk-averse, excluding them from key strategic conversations.
Bindu:
Absolutely. While our training and experience are critical for the GC role, most of us want to act, and be seen, as a key business advisor and solution-finder to our colleagues. But you can’t just say that—you have to earn the trust and respect of your colleagues by being there with them: brainstorming together, solving together, and going through things together. Sometimes, that means not leading with your expertise.
Judith:
We all know that as a GC, it is incredibly important to be seen as an indispensable executive with a seat at the table. When the business brings the Legal function in too late, they miss out on a lot of the great problem-solving help GCs provide and may go in a direction that increases risk. The later GCs are brought in, the more their hands are tied on coming up with creative business ideas that support growth while avoiding pitfalls.
Bindu:
So, as a marketing expert, how do you explain what personal branding really is and how GCs can use this to shift perceptions and shape their brands to truly reflect who they are and who they aspire to be?
Judith:
Glad to! Personal branding, much like your organization’s branding, is about perception—how colleagues both within and outside your organization view you as an executive and a legal professional. In fact, your organization’s brand and your own are integrally linked, so it is vitally important that your values and mission are aligned.
The strength of your personal brand is shaped by a combination of factors: your professional reputation, the persuasiveness of your messaging, and your visual identity. When all these elements align, they form a cohesive, powerful personal brand that resonates with your audience and builds trust.
What do the most prominent and respected GCs have in common? A powerful brand story. Whether they do this subconsciously or intentionally, they subtly transmit their unique value proposition in their interactions. A unique value proposition encompasses your values, credentials, achievements, experiences, and distinctive qualities that make you special.
The people we all look up to are not only perceived positively because of their value proposition, but also because of how they make us feel. They project a vibe of authenticity, generosity, and curiosity every time you interact with them. Emulating them while being true to yourself is a key step in enhancing your own personal brand.
Bindu, I know you have great advice for GCs about living their brand promise within their organizations… could you share some thoughts?
Bindu:
I sure can. One thing I learned along my GC journey is that, generally, with your business colleagues, you don’t have to spend time establishing your legal credentials – they believe you (though sometimes you might need to with your legal colleagues!). I think the credentials you need to establish are your deep interest in the businesses you are supporting – that you are interested in the customer successes, the operational challenges, the environmental headwinds, and the emerging opportunities of your business and industry. It is important to communicate that interest, and your advice and solutions, in ways that are accessible, relatable to your audience (so maybe not all in legal memos!), and facilitate comprehension. And most importantly, it is vital to keep your insights at the executive level (not too detailed) and broader than the law itself. You can nerd out about procedure and technicalities with your legal colleagues!
Judith:
Great insights! Another valuable approach is to engage with colleagues directly in their work environments, rather than always being in the executive suite. I walked corn fields and rode a combine when I was a GC for an agricultural business and donned a hard hat and safety goggles to visit plant sites when I was a GC for a chemicals business. It’s important to demonstrate genuine interest in all aspects of the business and a willingness to step outside your comfort zone.
Bindu:
I’m having a hard time picturing you in a plaid shirt riding on a combine, lol…
Which makes me think about another aspect: your visual identity. How you dress should reflect the role you want to project in any given situation. This doesn’t necessarily mean wearing a navy blue suit every day—although in the banking world sometimes that was a must. If you’re in tech, it may mean wearing a high-end hoodie and fashionable runners, or in an eco-friendly company it may mean wearing sustainable fabrics. Be aware that your appearance is a significant contributor to how others see you and how comfortable they will be approaching you.
Beyond how you are dressed, it is also how you show up, whether you are in a meeting, in the hallways, in your emails. In meetings, do you have a sense of humor? If so, bring it, and use it appropriately. When you have something to say, join the conversation and contribute (but so you won’t be THAT obnoxious lawyer, praise in public and correct in private!) Use each opportunity to “be present”. Have the confidence to be seen, but also the confidence to not always talk. In the hallway, acknowledge or smile at others. Your behavior when people aren’t watching you perform is part of your brand too. In your emails, be responsive, thoughtful in what you say, and when you ask to discuss something live – remember, an email might be a good record for advice given, but it is not particularly good for exploring topics or transmitting nuance.
Judith:
While a compelling story and polished presence are essential, it's equally important to have the credentials to back up your personal brand. This not only helps with your next career move—it also strengthens internal credibility within your own organization. GCs often don’t realize that their law firms are a huge source of help in gaining these credentials (such showcasing your expertise, celebrating your successes, and winning awards). Being friends with both the partners who handle your legal work and the chief client or marketing officers at law firms never hurts—they’re the experts on how to do this. All you have to do is ask!
Bindu:
Yes! Law firms have been a great source of opportunities to grow my profile. I have spoken at internal law firm events, which led to external speaking opportunities, which lead to broader and broader audiences. Law firms have also been very helpful in helping celebrate accomplishments. In some instances, law firm partners have reached out to seek to nominate me for a particular award – but in a few instances, when I saw an award that I thought I might be a suitable candidate for, I asked them to support my nomination. Working with the marketing professionals at the law firms has been a great gift to me to learn how to tell my story and build my brand.
Judith:
So, we’ve talked about having a compelling brand story and visual identity while building credibility. Another piece of advice I’d like to share is on how to sustain and continuously build on your personal brand. At the core, it all comes down to one thing: consistency. You need consistency in every interaction, so people know what to expect when they interact with you and look forward to seeing you. You also need to consistently build on your public persona and credibility through networking, social media, awards, and/or public speaking.
Bindu:
Another thing to keep in mind is that your brand should never be all about you—in every interaction you should strive to be curious about and committed to adding value with those you interact with while not necessarily expecting anything in return. Generosity and genuinely caring about improving the condition of those around you is one of the most powerful and authentic ways to build your brand.
Judith:
Wise words! My last piece of advice is to have a brand building plan and embed it into your regular routine to hold yourself accountable. The plan should include: creating your personal brand message,
consistently conveying your message in the market, gaining experiences and credentials to continuously enhance your brand, and honing your ability to add value in every interaction. And of course, you should keep a scorecard and celebrate your successes.
Bindu:
This has been such an insightful conversation— there’s a lot to consider when it comes developing a strong GC brand.
Judith:
Likewise, it’s been great to share perspectives! Consistency, authenticity, and the right strategy are key. It’s all about continuously evolving and staying true to your values. To our GC colleagues—please take these ideas, make them your own, and keep building your brand!
Written by Bindu Cudjoe of Bindustries Consulting & Judith McKay of JEM3 Consulting.