Preparing your personal brand for partnership
Are you a new partner, or next in line, at your advisory firm? What’s needed for you to move into this role with confidence and success?
In law and accounting sectors, I see many senior professionals unprepared to step into leadership. A technical and client delivery focus got them to where they are now; but for where they are going next, it’s about more than that – and sometimes the professional development required at leadership level just isn’t there!
Your leadership is not just about your technical knowledge and looking after your clients or projects, but building your team’s culture and capability, your leadership mindset and your leadership ‘brand’ – what you stand for, how you operate and how you are known as a leader.
Developing a true ‘leadership brand’ goes beyond a foundational professional personal brand and helps you succeed in this elevated, more complex role. Here’s what you need to consider to step confidently into partnership.
Preparing your personal brand for Partnership: What to focus on now
As you shift towards partnership, your personal brand needs to evolve beyond expertise.
Consider these areas of focus:
- Internal influence: Are you seen as a leader by peers and juniors alike? How do you contribute to firm culture and capability-building, not just technical work?
- External presence: Does your profile reflect your leadership strengths, not just your technical niche? Think speaking, writing, mentoring, and your role in strategic client relationships.
- Online alignment: Does your digital footprint – especially LinkedIn – represent the kind of leader you are becoming? It should reflect strategic thinking, not just technical commentary.
- Clarity of leadership value: What do you stand for as a leader? Define your leadership ‘brand pillars’ – values, ways of working, and the kind of culture you foster.
- Future focus: Start to align your messaging, behaviour and professional development with the type of partner your firm – and your clients – will need in the next 5–10 years.
