Sometimes you encounter pronouncements on Twitter about legal marketing that are so wrong-headed and misleading that they have to be called out before they do harm. I recently came across a series of tweets among several legal marketers concerning — for lack of a better term — the “dress code” for marketing videos by lawyers. A succession of messages from one participant read:
“Your brand the way you’re perceived. People expect to see a lawyer in a suit. No suit = brand damage.”
“There is no excuse to see lawyer tieless in rumpled shirt in a video.”
“Yes! It’s entirely about perceptions and expectations. You must deliver at every touch-point & attire of [sic] one of them.”
Do doctors in videos have to wear a lab coat or scrubs, and have a stethoscope draped around their neck?
Do British barristers have to wear their wigs and robes to discuss construction law?
Effective professional branding in videos derives more from suitability to the overall purpose than from conformity to stereotypes. Some content lends itself to more formal presentation, where formal attire adds to the overall effect. But a video on family law topics might benefit from a more relaxed but still professional image.
Worry about the content and delivery first, then dress in a way that’s authentically yourself and suitable for your intended audience. That might be a suit and tie, but it doesn’t have to be.
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