In the evolving landscape of in-house legal roles, the prominence of personal branding has become an essential facet of career development for many legal professionals. Building a strong personal brand within a corporate environment requires navigating a delicate balance between increasing your visibility as a strategic adviser and aligning with your company’s values and policies. For in-house lawyers, this is particularly critical as they seek to transition from traditional support roles to more strategic positions within the corporation.
Brittany Johnson, the director of corporate counsel at Starbucks Corp., underscores the importance of moving beyond the perception of being merely a ‘cost center’ by developing a personal brand that amplifies one’s skills and interests outside the defined scope of work. This approach can facilitate new opportunities and help shed the ‘back-of-the-house’ image associated with in-house legal functions.
Creating a personal brand involves several strategic considerations:
- Social Media Policies: Familiarize yourself with your company’s social media guidelines to avoid potential conflicts and ensure your personal statements aren’t perceived as company positions.
- Authenticity with Boundaries: Authenticity is key, but it’s critical to be selective about the personal information you share, ensuring it aligns with your professional image and maintains a clear boundary between personal and professional identities.
- Thoughtful Sharing: Before sharing content, take a moment to evaluate it from various perspectives—including those of your employer, customers, and colleagues. This reflection helps ensure the content is appropriate and considerate of all stakeholders.
- Confidentiality Concerns: Avoid commenting on confidential matters or rumors, and refrain from sharing company news before it is publicly released by authorized communications professionals.
- Distinct Identity: Ensure your brand remains distinct from your employer’s. While being a corporate evangelist has its merits, your brand should reflect your professional identity, not your employer’s corporate image.
Building a personal brand as an in-house counsel is not without risk, but when managed thoughtfully, it can greatly enhance your professional visibility. By keeping your employer’s policies and your own boundaries in mind, it’s possible to cultivate a brand that boosts your career prospects within and beyond your current role. For a deeper dive into these strategies, read Brittany Johnson’s insights on Bloomberg Law.