Personal injury law is undergoing a branding revolution and if you're not ready for the change ahead you might be left behind. According to a recent ABA National Lawyer Population Survey, there are over 90,000 active lawyers in Texas alone, and over 1.3 million lawyers in the United States. Every single one of them faces a choice: sink or swim. As the Chief Strategy Officer for a personal injury law firm, I understand how frustrating this can be for lawyers who are ready to transform their law practice but aren't sure where to start. I've also seen what it's like to reap the rewards of change, so I've gathered three strategies I follow to help you recreate your brand in a positive and authentic light.

The Next Generation Demands Authenticity

"Authenticity" is thrown around so often that even using the word can sound less than authentic. Nevertheless, that is what the next generation demands, and if you don't deliver it, you will cease to exist and become irrelevant. I was recently inspired when I attended the 2019 Game Changers Summit, where I heard Gary Vaynerchuk, American-Belarusian entrepreneur, speak. He also has a large social media following, where he regularly shares his insights. His perspective is clear: Nobody follows reviews (which anyone can purchase or falsify), so you have to ask yourself, who are you? The next generation is seeking realness and they are not impressed with Photoshop and Instagram. Don't just be a brand with too-good-to-be-true content, flawless photography and a shiny persona. "Fake it till you make it" is not an effective strategy if we want clients and society to see personal injury lawyers as trustworthy and not as liars. At the law firm growth conference, a few lawyers stood up and asked Vaynerchuk, "how do I go about being trustworthy?" and his response was, "I don't know — be trustworthy?"

Be honest about what you have done, can do, your goals, and your values. Don't be afraid to share the good, the bad, and the inspiring aspects of the profession. While this can feel awkward at first, clients and peers will notice the shift and seek out your guidance.

We Have To Follow History

Another takeaway from Vaynerchuk, following history, in this case, means getting on the rapidly moving Internet bus, or falling behind. I'm sure you know a lawyer or two who are resistant to marketing online and using social media as a platform. While they may not feel the effects today, the ones who do embrace the digital era and its benefits are going to be the ones who are still sitting here 100 years from now in the profession. In addition, we need to take advantage of what we currently have at our disposal. Our social media platforms are free/low-cost (for now); imagine TV ads 50 years ago, they certainly weren't $100,000 a month like they are today. I highly suggest you spend your money on underpriced ads because it's not going to be like this forever. Embrace social media trends, blogging, videos and become a part of the next generation or you will cease to exist.

Give, Stop Asking

Finally, as lawyers, we need to start giving and stop loudly asking for our client's business, says Vaynerchuk. My legal team and I believe giving is essential, so we've implemented this by carving out an hour each day, four days a week, to answer any and all legal inquiries for free. While the authenticity of our brand draws in clients, it is important we also give our services and expect nothing in return. Giving back to your community isn't just good PR, it's the right thing to do and shows the world lawyers aren't liars and sharks. By allowing the best parts of yourself to shine, you flip the narrative that has followed personal injury law (and lawyers in general) for some time now.

Embracing authenticity, following and testing out new trends, and giving back will not only impact your law practice, it will also transform the personal injury law industry as a whole.