What is your Brand? Why impressions matter…
Every time I meet with summer associates whether 1L’s or 2L’s my advice is always the same! Know your brand. What does this mean? It means that you have to understand how people view you and be strategic about how you want them to view you. More and more firms need to feel that you can do the great work required to learn your craft and that you are able to work with lawyers and clients in a way that adds value to what they are offering; since we are in a service industry you are the product we are selling!
SO what is your personal brand? These are the questions you should be asking:
1) How do people perceive me?
2) Am I someone they want on their team and more importantly, what distinguishes me from all the other law clerks and lawyers competing for the same spot?
3) If I had to sum up my brand in three words, what would they be?
4) What is my elevator speech? What is my story?
As future lawyers you need to be able to think on your feet and be prepared to not just talk about law school but what about the law that inspires you. In order to land that job you have to have the grades and the confidence to move outside your comfort zone and make connections.
Make sure you doing the following:
1) Managing your time and your energy. Too often we believe that those “social” events are not part of our job this summer…wrong! People have to know who you are and what you want for them to advocate for you at the end of the summer. Make sure you give your all through the entire summer clerkship, I have seen so many people think because they had a few good reviews in the beginning of the summer they got the job!! NO, this is a summer long interview.
2) Keeping your actions outside the firm professional and to yourself! I cannot tell you how small this community is, part of being a good lawyer and having a good reputation is having good judgment! Before you take that third or fourth drink at the Happy Hour after a long day, think about how that can impact your reputation long term. I know you can handle your liquor but as I used to say to my law students at Valparaiso, “what is the down side of not drinking too much?”! Again, summers have been asked to leave or did not get an offer because of immature or inappropriate behavior. And it gets around! 
3) Marketing yourself inside the firm. I am not suggesting stalker behavior, but making sure that you make the most out of the lunches and coffees you have, because they will not be there forever! Be prepared for each coffee and lunch. YES, it is extra work and yes you will be tired, but each contact and interaction counts. You have to move beyond just keeping your head down and doing good work to land that offer of employment!
4) Everybody matters! How you treat the Legal Administrators, Paralegals, Receptionist and each other matters. You want to be that person that everyone says, I would love to have her on my team or I really enjoyed working with her. WE listen to those who support us!!
Last but not least, work, work, work! People may tell you that we have work life balance and that is important, but this is your summer and your opportunity to show them that you can balance all they ask and still work, work and work!!!