In a profession where reputation and trust are everything, the founder of Bond Property Lawyers has warned that too many firm owners are neglecting one of their greatest competitive advantages: shaping and showcasing their personal brand.
Speaking on a recent episode of The Boutique Lawyer Show, Rex Afrasiabi, the founder of Bond Property Lawyers, explained that investing time in a consistent personal brand isn’t just optional – it’s a powerful way for firm owners to unlock growth and open new opportunities.
While the benefits of building a personal brand are clear, Afrasiabi pointed out that many lawyers are failing to prioritise it, leaving a powerful tool largely untapped.
“I think with a lot of lawyers, I see very little personal branding being done as a first and foremost. I think what I’ve done differently, potentially and could be the reason that it’s led me to so many different opportunities, is I’m very active in my personal brand,” he said.
When it comes to building a personal brand, Afrasiabi explained that his approach has been deliberate, not accidental – carefully cultivating a consistent market presence through regular content creation and actively seizing every opportunity.
“I put a lot of content out there. I appear in a lot of podcasts. When anyone asked me for an opinion piece for an article, I volunteered. I’ve got my own podcast that’s designed for real estate agents, a business advisor show for real estate agents where we get leaders in that industry to come on my show,” he said.
By investing time in building his personal brand, Afrasiabi shared how his efforts have compounded, opening doors to opportunities he wouldn’t have accessed through other channels.
“I think doing that personal branding piece first and foremost helps open up a lot of doors and opportunities. I think with the current podcast we’re doing now, I think this was a reach out because you saw one of my posts, and all these opportunities come to you,” he said.
“They don’t even realise people who are watching or who are looking at you, and just being consistent. I think lawyers aren’t consistent enough, and they don’t do enough about personal branding and promoting themselves.”
For Afrasiabi, personal branding is a deliberate and purposeful practice that goes far beyond digital content. He emphasises that how you carry yourself in real life is just as important as your online presence.
“It’s very done on purpose. It’s all done on purpose. I think your brand is everything. It’s not just the way you talk. It’s not just the way you put yourself out there. It’s how you dress, how you carry yourself,” he said.
“You can command a room without saying a word if you’re dressed in the right way. So I take a lot of pride in what I do. I have a phenomenal tailor that does my suits and everything like that, and every day I put effort into that.”
