RALEIGH – Campbell Law School hosted an innovative personal branding program for law students on Thursday, Feb. 28, at The Stateview Hotel.
The inaugural event, developed by alumna North Carolina Court of Appeals Judge Allegra Collins ‘06 and Assistant Dean of Career and Professional Development Mallory Underwood, was titled, “Crafting and Cultivating Your Personal Brand to Advance Your Career.” It focused on identifying personal values, strengths and unique skills and aligning them with professional goals and also included a workbook.
“Your personal brand reflects who you are and where you want to go,” Collins said. “Harness the power of your personal compass – your future success is now.”
During her presentation, Collins emphasized the importance of self-assessment, seeking inspiration from role models and maintaining a consistent digital presence.
The majority of the 220 students at the event were first-year law students who attended to meet a new professionalism requirement established by the American Bar Association (ABA). But a number of second- and third-year students also participated and helped facilitate practical exercises at each table, which were led by an alumnus/na or local attorney.
“We had 31 tables of students with an attorney table host at each table,” Underwood explained. “Throughout the evening, the table hosts facilitated interactive discussions designed to help students reflect on skills, traits and values important in the legal profession. Students left the program equipped with a framework for developing their personal brand statement, and were encouraged to ensure their digital presence aligns with their personal brand. Whether or not they choose to articulate their brand statement publicly, the process of doing the self reflection necessary to create one is an extremely valuable exercise at this stage of their legal careers.”
The five major points covered by Collins were:
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Conduct a self-assessment to discover your passions, values and unique strengths;
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Seek feedback from mentors, peers and professors to understand how others perceive you;
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Develop a personal brand statement that captures who you are, what you do and the impact you want to have;
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Audit your digital presence and ensure it aligns with your desired personal brand;
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And establish immediate and long-term goals to refine and build your personal brand.
Collins emphasized the importance of characteristics like honesty, hardwork and resilience as well as asking oneself questions about passions, values, strengths and unique skills. She also discussed the importance of finding a niche where one can thrive, emphasizing self-assessment and exploring legal fields and settings.
In addition, when creating their own unique brand statement, Collins encouraged students to look for inspiration from others, including legal professionals, attorneys, judges and role models.
“Your brand statement should capture your essence, what you want to do and the impact you want to have,” she said. “Your brand statement should be authentic and inspire confidence in yourself and others.”
Collins also discussed the significance of having a consistent digital presence and how it can boost reputation and credibility. “First impressions are important, even in casual settings and I advise you to conduct a digital audit to ensure your online profiles align with your personal brand,” she added. “Social media can have an impact on your personal brand so you need to be mindful of your online activities.”
Finally, Collins concluded personal branding is an ongoing process and should evolve as one grows and gains experience. She encouraged students to set immediate and long-term goals to refine their personal brand, comparing the evolution of personal branding to that of well-known brands like McDonald’s and Google, which have consistently reflected their values over time.
Underwood thanked the alumni and other attorney guests, students and team members for their participation and support in organizing the event.
“Thank you all for the opportunity to create community and grow together,” she said in wrapping up the event.
Following the event, students praised its value in guiding their career development and personal growth.
Evan Click ‘27 said he thought Judge Collins’ presentation was phenomenal.
“She is a great public speaker and a great leader in the legal field,” he said. “I would absolutely recommend this experience to any incoming or current law students.”
ABOUT CAMPBELL LAW SCHOOL
Since its founding in 1976, Campbell Law has developed lawyers who possess moral conviction, social compassion, and professional competence, and who view the law as a calling to serve others. Among its accolades, the school has been recognized by the American Bar Association (ABA) as having the nation’s top Professionalism Program and by the American Academy of Trial Lawyers for having the nation’s best Trial Advocacy Program. Campbell Law boasts nearly 5,000 alumni, who make their home in nearly all 50 states and beyond. In 2024, Campbell Law celebrated 45 years of graduating legal leaders and 15 years of being located in a state-of-the-art facility in the heart of North Carolina’s Capital City.