A group of legal managers from all over Latin America presented a roadmap that empowers legal managers who are part of organizations, for them to build their personal brand and delivers a study of how this positioning works and the benefits it can bring to both lawyers and companies.
The report was attended by more than one hundred legal managers from all over Latin America, where 64% know the concept of personal branding and almost 20% say they are fully informed about its existence. However, only 18% carry out activities for their positioning.
According to experts, the strategies to work on recognition and reputation in order to improve the personal brand of lawyers in organizations are: have a clear objective, know the audience you want to reach, be proactive and also be constant.
With more than 100 legal managers from Latin America interviewed, the study reveals that the vast majority know the concept of ‘personal brand’ and still do not develop it. This may be due to both internal and external issues of each organization. “When evaluating whether you want to stand out within an organization, the lawyer might not do it to avoid conflicts with the company, but it must be taken into account that it can be included for the right reasons, if you are clear about what you want to offer”, he says.
The report includes in-depth interviews with five important legal managers and entrepreneurs from Latin America, such as: Sylvia Escovar, former president of Terpel (Colombia); Gonzalo Smith, legal manager of Falabella (Chile); Zelma Acosta-Rubio, legal manager and VP Corporate Affairs of Interbank (Peru); Cayetana Aljovín, Board President of the National Fisheries Society (Peru) and Vanessa Vilar, Legal Vice President of Unilever (Brazil).
“Personal Brand is a structured process that creates and maintains an authentic and positive (elaborate and consistent) public image for an individual. It focuses on specific subjects with the aim of reaching a specific audience and thus achieving influence on it. Generally, it will try to position the individual in the eyes of its public as an expert or an authority in certain areas, or as someone with particularly relevant, interesting or entertaining experiences or perspectives, ”says the new report.
“Positioning it is not efficient if it goes poking from one side to another and changing discourse. You must have a background and a horizon, that is, know what you want to achieve, without limiting yourself to a single strategy,” said Karl Mutter of the firm CMS Rodríguez – Azuero.
