Our work landscape looks completely different now.
Faced with uncertainty, having a clearly developed personal brand that is visible to the right people has become crucial for building business and career.
Highly professional people such as Practice Managers and law professionals need an online and offline strategy that amplifies their personal brands without appearing overly self-promotional or ‘salesy’.
Personal Brand Expert, Author and Speaker Julissa Shrewsbury takes you through her model for personal branding, used globally with professional audiences and teams, sharing a structured method for defining and communicating your personal brand to achieve organisational, team and personal objectives. She incorporates her experience advising and teaching professional people about using LinkedIn strategically, as a major tool for personal brand positioning and visibility online.
Module 1: Personal Branding
Our work landscape looks completely different now.
Faced with uncertainty, having a clearly developed personal brand that is visible to the right people has become crucial for building business and career.
Highly professional people such as Practice Managers and law professionals need an online and offline strategy that amplifies their personal brands without appearing overly self-promotional or ‘salesy’.
Personal Brand Expert, Author and Speaker Julissa Shrewsbury takes you through her model for personal branding, used globally with professional audiences and teams, sharing a structured method for defining and communicating your personal brand to achieve organisational, team and personal objectives. She incorporates her experience advising and teaching professional people about using LinkedIn strategically, as a major tool for personal brand positioning and visibility online.
Key Outcomes & Experiences
- Learn why your personal brand is out there – whether you know it or not – and what it’s saying about you! Take a self-quiz to find out how well you know your personal brand.
- Learn the 4 key steps to building a strong personal brand, and start to gain clarity at each step.
- Understand how to use online platforms such as LinkedIn in simple but powerful ways to build your personal brand and support your goals at work.
- Reflect on how you can bring personal brand building to your organisation and get buy-in from leadership and staff.
Who this session will benefit
This session is suitable to all Practice Managers and Law Professionals at any stage in their careers.
Module 2: Leading your Team & Employer Branding
When law firms already have an established brand, their aim is to bring each team or department along on the brand journey. They want staff to understand and authentically connect with the brand, in order to communicate it more powerfully and increase their sense of purpose, motivation and pride in the organisation.
When people develop confidence and clarity in the overarching brand and how this relates to their team identity, they become strong brand ambassadors. Your people are your best resource to then develop an ‘Employer Brand’ – because they can tell you ‘Why us’ and ‘What it’s like to be on our team’.
In this session, brand advisor for professional services Julissa Shrewsbury will share elements from her unique and sought-after method for developing team identities and harnessing teams to create an authentic employer brand.
Key Outcomes & Experiences
- Learn key reasons you need to address each Team’s Identity and let them build a brand aligned with the overarching company brand, and discover some ways you can start to do this with your teams.
- Uncover the importance of a robust ‘Employer Brand’ strategy to attract and retain top staff in today’s highly competitive environment.
- Consider sample questions from NWC’s Employer Brand Strategy checklist to see if you’ve included key components in your brand.
- Discover specific questions you can ask each team to get valuable feedback to inform your Employer Brand.
- Reflect on how you can bring team and employer brand building to your organisation in cost- and time-effective ways, and get buy-in from leadership and staff alike.
Who this session will benefit
This session is best suited to Leaders and Practice Managers of large or established firms, looking to engage teams or divisions in the overarching brand message, in order to increase purpose and motivation and develop strong brand ambassadors within teams. In addition, these firms may be aiming to attract top staff through a strong employer brand.
Module 3: Leading ‘Brand Culture’ at your Organisation
With Boards and C-Suites focused on building trust in the current global business landscape, leadership teams are faced with the challenges of the intangibility of culture. One way you can work with this in your organisation is to consider the connections between brand and culture. This can give you a very practical and visible way in to assess and address culture in your organisation and how it plays into brand communications and business development.
This is what NWC’s Director, Julissa Shrewsbury, calls ‘Brand Culture’ – brand expression through your people.
This presentation introduces Leaders and Practice Managers to NWC’s ‘Brand Culture Framework’, a tool that will assist you to engage the whole leadership team on the importance of strong brand engagement and communication across the entire organisation.
Key Outcomes & Experiences
- Understand the foundational components of strong organisational brand strategy, centred on clarity, audience and value. Reflect on how clear these components are in the communication of your company brand, with examples of what works and what doesn’t work.
- Explore how the gaps in organisational brand communication or awareness may be damaging or limiting trustbuilding with clients and other stakeholders. Look at revealing examples of how a company brand is communicated – positively or negatively – online and offline – through staff.
- Reflect on your firm’s ‘Brand Culture’ – the extent to which your team members understand, align with and communicate the business brand values and key messages, both internally among themselves and externally with stakeholders and public audiences.
- Think about how you can begin to bring Brand Culture Strategy to your organisation and get buy-in from the rest of the leadership team.
Who this session will benefit
This session is best suited to Leaders and experienced Practice Managers who are seeking increased Brand clarity, communication and confidence across the organisation, closely tied to Culture.
