Brand You: Little Ways Associates Can Distinguish Themselves from the Herd

Twenty-something associates who built impeccable academic careers, during which they grew accustomed to standing out (and above) the rest, often find the fresh-meat reality tough to swallow. To make matters worse, associates hear from their more academically challenged college buddies in the business world about merit-based promotions and bonuses, unique and varied work assignments, and responsibility commensurate with one's
capabilities — most of which is rarely found in Big Law.


While differentiating yourself from your associate peer herd is challenging, it can be done. And lush green pastures await those who do so. Here are some strategies that can help "steer" you beyond the herd.

1. Brand Yourself (Before They Brand You).

Associates too often find themselves swept into the herd and then branded before they have a chance to establish their own professional identities and pursue career interests. Before you know it, four years have gone by, and you've worked on nothing but reinsurance cases when what you really wanted was white-collar criminal defense experience! Associates who understand their strengths and weaknesses, and what they want and don't, are better equipped to find fulfilling work that showcases their talents. It stands to reason that associates engaged in work that they like and that highlights their strengths are more likely to distinguish themselves from associates languishing in reinsurance document reviews.

2. Identify the Meat They Crave and Lack...and Give It to 'Em.

Among the most efficient ways associates can distinguish themselves is by filling an unmet need of the firm, even if the skills called for are not legal in nature. Large law firms commonly need people with project management or spreadsheet skills or "go to" subject-matter experts ("check with Jim about your title insurance question — there's nothing he doesn't know about that"). An associate who can do something that no one else can do differentiates herself from the herd by definition — and also increases her indispensability. Those who become indispensable see their stock soar.

3. Run with the Big Bulls.

While the pain and risk of working on high-profile and stress-filled matters can be great, so can the rewards. Associates willing to throw their hats in the ring get to prove their mettle to the firm's most impressive clients and partners. Battle-tested associates earn big reputations that catapult them to the front of the herd. Of course, this strategy is not for the faint of heart. Such reputations spread quickly, and these associates find themselves regularly in the line of fire, each time laying their hard-earned reputations on the line. But if it's differentiation you seek, then running with the big bulls makes sense.

4. Be Kind to Fellow Cattle.

Never lose sight of who you are — even a bull that finds himself in front of the herd is still a bull. One surefire way to separate yourself is to disparage your fellow cattle and chum up to the cattle ranchers (partners). Problem is the ranchers will never see you as one of them, and you will suddenly find yourself alone with no place to call home. Fellow associates are your
lifeline — they answer "stupid" questions that you would never ask a partner, connect you to legal resources they've previously stumbled upon, and even lend a shoulder to cry on when you are down. By enhancing peer relationships you are more likely to find your fellow associates leading you to the front of the herd rather than trying to pull you back.

5. Remember Why the Ranchers Have You There to Begin With.

Before you begin your quest to separate from the herd, here is one cautionary note: beyond anything else, partners value associates who work efficiently and bill long hours. Unless and until you prove yourself as someone capable of meeting and willing to meet these expectations, any attempts at or calls for distinction will be interpreted by partners as self-serving behavior of a prima donna. You want to distinguish yourself, but not at the expense of your job.

Green Pastures Await You.

Breaking free from the herd can be challenging, especially at large law firms, but the rewards are limitless. Positively distinguishing yourself puts you in line for exciting lateral or in-house opportunities and even partnership. Self-awareness along with a well-conceived and well-executed strategy will facilitate differentiation and ease the pain of the fresh-meat reality.

About the Author

Sean O'Neil, a former practicing attorney in New York City, is principal at One to One Leadership, a management consulting firm noted for cultural immersion and customer intimacy. One to One Leadership has worked with firms and service organizations of all sizes, including Fortune 500 companies such as Xerox, ADP, First Data, Texaco, and McDonald's, as well as small to medium-sized businesses throughout the United States. The company is located in Pelham, New York, and Longboat Key, Florida. For more information about One to One Leadership, call 914-235-1525 or 941-387-8753 or visit www.one2oneleadership.com.