“You need to put yourself out and take opportunities,” observes Gary Assim, Partner at Shoosmiths, during a recent Platforum9 session. Drawing from his journey from newly qualified lawyer to recognized international IP expert, Assim shares insights on how lawyers can build their personal brand while developing their practice.

The Power of Opportunity

Success in legal practice often combines luck with the willingness to seize unexpected opportunities. For Assim, this came through a “hospital pass” – a counterfeit goods case he knew nothing about as a junior lawyer. This initial challenge led to a specialisation in intellectual property law and eventually to representing major brands like Dr. Martens and Jimmy Choo.

Finding Your Distinction

“Becoming distinctive from your peer group” is crucial for career development. Assim emphasises that while many lawyers are content within their practice groups, finding a unique angle or specialisation can set you apart. In his case, recognising the opportunity presented by new European IP regulations allowed him to position himself at the forefront of a changing legal landscape.

Building Your Brand Identity

Personal branding often develops organically from professional expertise. Assim’s identity as “The Image Lawyer” emerged from his work with image rights, initially seen as a temporary focus but eventually becoming a lasting professional identifier. The key is ensuring your personal brand aligns with genuine expertise and reputation in your chosen field.

International Expansion

Building an international presence requires strategic engagement with professional organisations. Assim credits his involvement with the International Trademark Association (INTA) for expanding his brand beyond the UK. Key steps for younger lawyers include:

• Identifying relevant international bodies in your practice area
• Participating in committees and conferences
• Building relationships with both lawyers and in-house counsel
• Maintaining consistent engagement over time

Digital Presence Management

In today’s digital age, managing your online presence requires careful consideration:

• Keep professional and personal social media separate
• Share content that adds value to your business community
• Be selective about personal information shared on professional platforms
• Maintain consistency across your digital presence

The Firm-Brand Balance

The relationship between personal and firm brands varies by context. While some firms have strong practice area identities that complement individual brands, others offer opportunities for lawyers to build both personal and firm reputations simultaneously. The key is ensuring alignment between personal ambitions and firm objectives.

Looking Forward

For young lawyers seeking to build their personal and international brand, Assim emphasises several key principles:

• Focus on building genuine expertise in your chosen area
• Take opportunities to engage with international organizations
• Maintain authentic relationships based on shared interests
• Be patient and consistent in brand building efforts

The message is clear: while luck may play a role, successful international brand building in law requires strategic thinking, consistent effort, and the courage to seize opportunities when they arise. As Assim concludes, “It’s still a people business. People will do business with people that they like, or get on with, or have similar interests to them.”