Avoid
Ignoring Your Bar's Advertising Rules
Review your jurisdiction's rules before publishing anything promotional.
Content Ideas: The Skyline Strategy for Lawyers
All consumed media educates, entertains, inspires, or connects. The Skyline Strategy asks for two pieces about your work for every one about your life. Here is one of each, for each purpose.
| Purpose | Brand Post | Personal Post |
|---|---|---|
| EducateTeach something useful. | A common legal question answered in plain language. | What a day in your practice actually looks like. |
| EntertainMake it enjoyable to follow you. | The strangest law still on the books where you practice. | The legal drama you cannot watch without shouting at the screen. |
| InspireShow what is possible. | Why access to good counsel matters, through a story told with permission. | Why you went into law. |
| ConnectGive people a reason to reply. | Answer a community question. | Ask what people wish they had known before hiring a lawyer. |
More Ideas for Lawyers
- Explain the Law in Plain Language. Publish short explainers on common questions in your practice area.
- Blend Humor Into Business Content. Add one light moment to every piece of professional content: a story, an aside, a self-aware joke.
Plan the ratio with the free Skyline Planner (opens in a new tab).
What to Avoid
Avoid
A Brand That Belongs to the Firm
Keep your own profile and domain so your reputation travels with you.
Avoid
Cases That Define You
The Manifesto notes that a lawyer can be known for a single client forever. Choose public matters with your brand in mind.
Measure It First: The Identity Positioning™ Brand Audit
Twenty-five questions, about seven minutes, free. Choose Legal Professional on the intake and the audit scores all five pillars, places you on The Hierarchy of Personal Branding, and returns the three moves that would raise your score most, each traced to the subchapter it comes from.
Frequently Asked Questions
Can lawyers build a personal brand within the rules?
Yes. Review your jurisdiction's advertising rules first, then build on education, community, and the human side, none of which require promises about outcomes.
What should a lawyer post about?
Plain-language answers to common legal questions, why you practice, and life outside the office, reviewed against your rules.
Should my personal brand be separate from my firm?
Yes. Keep your own profile and domain so your reputation travels with you, while staying consistent with the firm.
