THE AUTHORS<\/strong>: \u201cYou have the power to define your professional story <\/em>\u2013 <\/strong>shape your business persona with purpose and confidence.<\/em>\u201d<\/p>\n\n\n\n Christopher M. Campbell<\/strong><\/p>\n<\/blockquote>\n\n\n\n Lawyering Plus<\/a> is an initiative set up by Mihaela Apostol<\/strong><\/a>, Dr Ilka Beimel, and Svetlana Portman<\/strong><\/a> to help lawyers build soft skills. Lawyering Plus organises webinars and invites expert speakers to share tips on a particular soft skill. Each episode ends with an interactive Q&A segment. The first season<\/a> focused on communication skills, followed by season two on Business Development & Branding. <\/p>\n\n\n\n In an increasingly competitive legal landscape, cultivating a strong professional brand is not just an advantage but a necessity. Christopher M. Campbell, international lawyer and arbitration expert, shares valuable insights on how legal professionals can build and manage their business persona effectively. Whether you are just beginning your career or looking to refine your reputation, his practical guidance offers a roadmap toward authenticity, visibility, and long-term success.<\/p>\n<\/div>\n<\/div>\n\n\n\n The first step in building your business persona is changing the perspective or shifting the mindset. Chris challenges lawyers to stop thinking exclusively like legal professionals and start viewing themselves as service providers and brands. Your first client, he argues, is yourself.<\/p>\n\n\n\n Just as companies promote their products to attract customers, lawyers must showcase their skills, values, and personalities to attract clients, collaborators, and opportunities. Visibility matters. If you don\u2019t tell people how good you are, they will never know. Self-promotion in a strategic, authentic way is not vanity, it is essential brand management.<\/p>\n\n\n\n A second step should be defining the core pillars of your brand. Chris, for example, identifies three main pillars that formed the foundation of his brand:<\/p>\n\n\n\n These pillars, he emphasises, should be specific and reflect your actual strengths and interests. For example, under the category of \u201clegal professional,\u201d Chris focused on arbitration and commercial disputes. Under \u201cinternational,\u201d he leveraged his experiences living and working in cities like Beijing, London, and Florence.<\/p>\n\n\n\n To build credibility and make your brand visible, Chris recommends consistently engaging in:<\/p>\n\n\n\n This repeated exposure builds a recognizable identity over time and helps others associate you with specific domains or areas of expertise.<\/strong><\/p>\n\n\n\n Authenticity is a cornerstone of an effective business persona. Chris discourages mimicking others\u2019 styles, even successful ones. Instead, he encourages professionals to listen first, understand how conversations are being had in your field, and then add your own authentic voice to those discussions.<\/p>\n\n\n\n \u201cBe the best version of yourself,\u201d<\/em> he says. It might take time for your unique style to resonate, but consistency will eventually help your audience grow. In fact, being authentic makes your brand relatable and memorable. And in an industry where many avoid self-promotion, simply doing something puts you ahead.<\/p>\n\n\n\n To keep your branding efforts focused, start by identifying your long-term goals. For instance, if your goal is to become a regularly appointed arbitrator, identify the skills and experiences you will need, such as:<\/p>\n\n\n\n From there, create short-term goals, such as publishing two articles a year, attending four major conferences or networking with a specific number of professionals. Use these tactical steps to measure progress without reducing interactions to mere transactions.<\/p>\n\n\n\n Remember, goals must come with timeframes. As Chris humorously notes, \u201cIf you say every year that you want to run a marathon but never start training, you\u2019ll never run it.<\/em>\u201d<\/p>\n\n\n\n A consistent message is key to brand recognition. Using the McDonald\u2019s menu expansion as an analogy, Chris warns against trying to be everything to everyone. When McDonald\u2019s expanded its offerings too broadly, it confused customers and diluted its core value. Legal professionals face the same risk when they chase too many trends or attempt to dominate multiple niche areas simultaneously.<\/p>\n\n\n\n Instead, choose one or two areas to focus on initially. Own that space, demonstrate depth, and establish authority. Once you have built momentum, you can slowly expand into other areas, but never at the cost of consistency.<\/p>\n\n\n\n Not every client or colleague will align with your personality, and that\u2019s okay. Chris emphasises the importance of accepting this reality. Rather than diluting who you are to please everyone, focus on attracting and retaining those who genuinely connect with your voice and approach.<\/p>\n\n\n\n He offers a valuable reminder: personality quirks or communication challenges<\/a> are skill issues, not identity flaws. Body language, communication style, and tone can all be improved with conscious effort. For example, Chris recommends resources like Charisma On Command<\/a>, a YouTube channel offering actionable tips on interpersonal dynamics.<\/p>\n\n\n\n Not sure where your brand should focus? Chris suggests a classical low-tech method: get a blank sheet of paper and brainstorm. Write down words that describe what you want to do, what you are good at, and what excites you. Circle them, branch them out into related ideas, and eventually narrow them down to the top five things that resonate most. These become the building blocks of your brand.<\/p>\n\n\n\n This tactile, hands-on exercise encourages deeper reflection than digital alternatives and helps form a coherent identity rooted in genuine interests.<\/p>\n\n\n\n Building a business persona is not a one-time project. It is an evolving journey that blends self-awareness, strategy, visibility, and authenticity. Chris\u2019s story and insights offer a realistic, approachable guide to navigating that journey in the legal and arbitration field. Whether you are starting out or looking to rebrand, the key is simple: know yourself, be consistent, and show up.<\/p>\n\n\n\n As Chris says, \u201cDoing something is actually usually more effective than doing nothing.<\/em>\u201d<\/p>\n\n\n\n
Christopher M. Campbell<\/strong>, Senior Counsel, Baker Hughes
<\/strong>Mihaela Apostol<\/strong><\/a>, Independent Counsel and Arbitrator<\/p>\n\n\n\n
\n\n\n\nLawyering Plus Webinar: S2 EP1<\/strong><\/h2>\n\n\n\n
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About Lawyering Plus<\/strong><\/strong><\/strong><\/h2>\n\n\n\n
First Episode: Building a Business Persona<\/strong><\/h2>\n\n\n\n
Think Like a Business, Not Just a Lawyer<\/strong><\/h2>\n\n\n\n
Define the Core Pillars of Your Brand<\/strong><\/h2>\n\n\n\n
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Show Your Work<\/strong><\/h2>\n\n\n\n
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Authenticity Over Imitation<\/strong><\/h2>\n\n\n\n
Develop a Strategy: Long-Term and Short-Term Goals<\/strong><\/h2>\n\n\n\n
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Stay Consistent: Don\u2019t Be a \u2018Big Mess\u2019<\/strong><\/h2>\n\n\n\n
What If Not Everyone Likes You?<\/strong><\/h2>\n\n\n\n
Finding Your Niche: A Practical Exercise<\/strong><\/h2>\n\n\n\n
Final Thoughts<\/strong><\/h2>\n\n\n\n