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Nicolette Daniel, Chief Strategy Officer (CSO) with Patrick Daniel Law in Houston. (Courtesy Photo)

Personal injury law is undergoing a branding revolution and if you’re not ready for the change ahead you might be left behind. According to a recent ABA National Lawyer Population Survey, there are over 90,000 active lawyers in Texas alone, and over 1.3 million lawyers in the United States. Every single one of them faces a choice: sink or swim. As the Chief Strategy Officer for a personal injury law firm, I understand how frustrating this can be for lawyers who are ready to transform their law practice but aren’t sure where to start. I’ve also seen what it’s like to reap the rewards of change, so I’ve gathered three strategies I follow to help you recreate your brand in a positive and authentic light.

The Next Generation Demands Authenticity

“Authenticity” is thrown around so often that even using the word can sound less than authentic. Nevertheless, that is what the next generation demands, and if you don’t deliver it, you will cease to exist and become irrelevant. I was recently inspired when I attended the 2019 Game Changers Summit, where I heard Gary Vaynerchuk, American-Belarusian entrepreneur, speak. He also has a large social media following, where he regularly shares his insights. His perspective is clear: Nobody follows reviews (which anyone can purchase or falsify), so you have to ask yourself, who are you? The next generation is seeking realness and they are not impressed with Photoshop and Instagram. Don’t just be a brand with too-good-to-be-true content, flawless photography and a shiny persona. “Fake it till you make it” is not an effective strategy if we want clients and society to see personal injury lawyers as trustworthy and not as liars. At the law firm growth conference, a few lawyers stood up and asked Vaynerchuk, “how do I go about being trustworthy?” and his response was, “I don’t know — be trustworthy?”

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