Leveraging technology to expand your law practice can take on a number of topics, but one of the primary questions I get from Internet-savvy attorneys is about having a personal brand.

What is a personal brand, and should I have one?

A “personal brand” is simply your professional reputation — no more, no less. You wouldn’t ask whether you should have a professional reputation, because you already have one just by having passed the bar. Instead, it is a question of how to enhance your reputation, and share that enhanced reputation with the widest swath possible of your target audience (e.g., prospective clients).

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