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What does it take to land television interviews and features in media outlets like Fox, The New York Times and CNBC? “How to Build Your Brand and Grow Your Network” is Daliah Saper’s topic at the upcoming Lawyernomics 2014 conference — and with a list of honors and awards as long as your arm, it’s no wonder she’s in demand. Saper heads a five-lawyer intellectual property, social media and business law firm with headline-grabbing clients and cases. Who better to ask, we thought, about branding your practice? Here’s what she said.
Saper Law Offices, LLC
J.D., University of Illinois, 2004
B.A., University of Illinois, 2001
What is the focus of your law practice? Saper Law is best known for our expertise in handling contract negotiations, drafting complex software, trademark and copyright licensing agreements, organizing new LLCs or corporations, and generally serving as outside “inside” counsel to creative individuals and innovative business organizations. Our litigation practice is equally famous for tackling novel Internet, social media and cyberlaw cases as well as traditional cases involving breach of contract, trade secret misappropriation, defamation, trademarks, copyrights, right of publicity and privacy.
How did you come to select this niche? When I first started the firm, the clients I was able to attract were like me: young entrepreneurs with an interest in technology and entertainment. The firm’s core practice areas grew organically from the needs and concerns of small business owners and start-ups in these industries.
What is the size of your firm? Me and four associates.
What would you say is your firm’s brand? Our tagline is “Representing creative entrepreneurs and innovative business organizations.” We try to communicate a savviness with technology, media and cutting-edge issues that other similarly sized firms might not have. At the same time, we want to remain accessible and flexible in a way that sets us apart from big corporate firms.
Is this brand something you created, or did it evolve over time? It’s been there from the beginning, but years of reacting to our clients’ needs have both augmented our toolbox, as we build a portfolio of complementary services, and helped focus our attention on our core competencies.
What kinds of things have you done to communicate your brand? We try to stay active and engaged online, commenting daily on emerging issues in our fields. We affiliate with organizations and speak at events that share our image and our ethos.
If you had to choose a single thing, what would you say is the most powerful thing you have done to communicate your firm’s brand? Staying on top of our social media outreach. Both the medium and the message reflect who we are: a firm that understands the shifting legal dynamics of a world of instant, continuous communication.
Describe your firm’s overall marketing activities, how they are unique and how they relate to your brand. We are actively involved in the social media, tech and fashion scene here in Chicago. We sponsor events and we regularly speak on panels at conferences.
How do you gauge your success? What measure do you use? Both quantity and quality of new business. We’re not just looking at volume of inquiries but for new clients that will be a good fit for the firm and grow our reputation.
What is your best advice for other lawyers and firms when it comes to marketing? Be genuine and provide value. Don’t just copy what other firms in your space are doing. Try to be creative. Try to be the first to comment on an issue or use your own cases to highlight lessons learned or successes achieved.
Saper is speaking on the panel “How to Build Your Brand and Grow Your Network” with lawyers Joleen Hughes and Jennifer Brandt at Lawyernomics 2014, April 23-25 in Las Vegas.
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