Managing your brand as a sole legal practitioner
When you practise on your own, you are the brand. There’s no marketing department, no big-firm logo to lean on, and no room for fuzzy positioning. Everything a prospective client sees, from your matter-of-fact email, your WhatsApp response time, your LinkedIn headline, your costs letter, even your invoice layout, says something about what it’s like to work with you. This article unpacks what a sole practitioner is in the South African context, what a one-lawyer brand really entails, the parts of your brand that matter most, and practical tactics to manage (and protect) your reputation wh