David Rapalski, a Business Development and Marketing Manager at Baker McKenzie, led a focused discussion on how law firms can meaningfully support lawyers in building strong personal brands, an increasingly vital capability in today’s digital, AI-driven landscape. Drawing on nearly a decade of experience in legal marketing and business development, Rapalski offered a practical and strategic perspective on how personal brand growth differs across firm types and why it is fast becoming a defining factor in professional visibility, client engagement, and long-term career progression.
Why Personal Brand Matters
Rapalski emphasised that personal branding is essential for solo practitioners, where the individual is the business. In larger firms, while the corporate brand provides credibility, clients ultimately engage with individual lawyers. A strong personal brand ensures visibility, trust, and top-of-mind recognition, all of which directly influence client relationships and career progression.
He noted a shift in the legal industry: firms are increasingly recognising the value of lawyers as individual thought leaders rather than restricting them under a single corporate voice.
Firm Support vs Individual Responsibility
Rapalski acknowledged that some large firms can be restrictive when it comes to personal branding. However, he highlighted that firms like Baker McKenzie adopt a more flexible approach by providing guidelines rather than imposing rigid control.
Effective support from firms typically includes access to marketing and business development resources, assistance with content creation and distribution, and opportunities for visibility such as conferences, panel discussions, and media engagement. Despite this, the responsibility to build a personal brand ultimately rests with the individual lawyer. It is a voluntary and strategic effort that requires initiative.
Building a Personal Brand: Key Foundations
Rapalski outlined a clear starting framework:
- Define your target audience
- Identify your sector or niche
- Clarify your messaging and expertise
Once this foundation is established, firms can support lawyers by helping them access the right platforms and audiences through speaking opportunities, media engagement, and thought leadership content. He highlighted outreach to journalists as an underused but highly effective tactic, noting that journalists are consistently seeking expert commentary.
Overcoming the Fear Barrier
A central theme was the psychological barrier many lawyers face when putting themselves out publicly. Rapalski described this as the biggest hurdle, rooted in a natural fear of visibility and judgment.
The solution is simple but difficult: consistent action. Writing, posting, and engaging regularly builds confidence and presence over time.
Content Strategy and the Role of AI
The session also addressed the increasing role of AI in content creation. While AI tools can generate content efficiently, Rapalski stressed that authenticity remains essential.
He suggested that AI is most effective when used for research, such as identifying market pain points, understanding audience challenges, and generating content ideas. Lawyers should then develop their own perspectives and voice, using AI as a support tool rather than a substitute. This approach helps maintain differentiation in an increasingly crowded content landscape.
Consistency and Visibility
Consistency was highlighted as critical. Occasional visibility does not build a brand; regular, sustained engagement does. Lawyers must remain visible across platforms such as LinkedIn, publications, and events to build recognition over time.
Case Study: From Invisible to Influential
Rapalski shared an example of a senior associate who moved from being hesitant and largely invisible in the market to becoming a recognised voice within her practice area.
With the support of her firm and a commitment to consistent effort, she developed a distinct voice, posted regularly on LinkedIn, gained visibility in media publications, and positioned herself for partnership. This example demonstrated how personal branding can directly contribute to career progression when approached strategically.
Balancing Professional and Personal Content
The discussion also explored how much of one’s personal life should be shared as part of a professional brand. Rapalski suggested that incorporating individuality and human elements can help lawyers stand out and build stronger connections with their audience.
This may include linking content to personal interests, sharing perspectives beyond purely legal analysis, or offering opinions on broader industry or cultural topics. However, this balance requires careful consideration and is best managed with guidance from mentors or marketing teams.
Risk Management and Governance
Firms must strike a balance between allowing individual expression and maintaining appropriate oversight. Rapalski recommended clear internal guidelines, structured approaches to personal branding strategies, and close collaboration with marketing teams.
In situations where content leads to negative outcomes, the response should be direct and transparent. Acknowledging mistakes, taking corrective action, and removing problematic content where necessary are essential steps in maintaining credibility.
Session Notes
- Personal branding is now a core professional asset, not optional
- Firms play a supporting role, but individuals must lead
- Clarity of audience and message is foundational
- Consistency drives visibility and impact
- AI should support research, not replace authenticity
- Human, relatable content strengthens engagement
- Strategic personal branding can accelerate career progression
