Rainmakers have long been lauded as the lifeblood of firms for their work at creating new business. They are hailed for their successes but often misunderstood for what makes them so special. While they may be perceived to succeed due to their large rolodexes, rainmakers are most often defined by having a strong personal brand: an image, reputation, and cache that extends beyond their contacts.
Through influencers and social media stars, the idea of cultivating a personal brand has garnered much attention and fanfare. In the realm of professional service providers, lawyers and professionals have built their practices based on their personal brands with many lawyers boldly stating that work comes in by their name and reputation, not the firm’s.
While this might be true for some rainmakers, many professionals struggle to build a name for themselves outside of their networks. With the advent of the internet, and especially social media and inbound marketing tactics, people are able to craft their reputation and image much more strategically and exactingly.