Practice Development
If You've Got a Niche, Flaunt It!
Public profile
Another way to think of branding is developing a "niche practice". A distinctive niche can produce a significant public profile. Here are two examples:
Gone to the dogs
Kenneth Phillips is a 48-year-old Los Angeles solo practitioner whose career has gone to the dogs - 60% of his active files concern dog bites. He sees the practice area as having unlimited growth potential. He told the Law News Network:
"There are 50 million dogs in this country and they are causing a hell of a lot of damage."
He has even set up a web site http://www.dogbitelaw.com to answer questions from all over the globe. Consider the publicity value of this offer that appears on his web site:
"Attorney Kenneth Phillips is available by e-mail at no charge. He will respond to your questions about dogbites if your e-mail message contains:
- Your name and the City and State where you live.
- Which category you fit into: dog bite victim (or friend or relative of the victim), dog owner, parent, journalist, lawyer, or dog expert.
- A question involving California law or non-legal information about dog bites.
Send your questions to: kphillips@dogbitelaw.com"
Blow your whistle
Another approach to finding a noteworthy niche was taken by a group of attorneys in Cincinnati in the 1980s. Helmer, Martins & Morgan use the 1863 U.S. False Claims Act in the 1980s to win rewards for people who alert the government about illegal actions of their employers.
They now specialize in whistle-blower cases.
"It's left us with a feeling of accomplishing something for society,'' James Helmer said. Whistle-blowers who win lawsuits based on the law can receive 15 percent to 30 percent of the money the government recovers.
You won't chose a practice area because of its high profile - it may even have choosen you - but once you have a niche, make it your brand identity and use it to raise your public profile.
