When The Brand Defines The Lawyer

As lawyers we are increasingly having it drummed into us the importance of branding and marketing; one person who does this skilfully and with zest is a certain Dele Ogun, partner of Akin Palmer based in City Road, London EC1.

A glance upon Dele’s personal website, http://www.deleogun.com illustrates the way that he has branded himself and, moreover shows his broad activities beyond those conducted by traditional lawyer. The website refers to Dele’s work as a blogger, speaker, author and a lawyer.

Dele’s mind-set stems from the importance of people buying the personality of the individual when they purchase legal services. “Legal work is not like insurance and people buy into the adviser and the whole totality of the adviser” he tells me.” Clients research their potential lawyers much more prior to committing to buy nowadays.”

Therefore Dele backs up his activity with his blogs, his published books, his public speaking and his “Lawless” brand to enhance the message which goes out.

His autobiography “The Law, the Lawyers and the Lawless” relays Dele’s journey from the country of his birth, Nigeria to England, where he was mainly educated, and the subsequent rise of his legal career. A theme of the book is Dele’s continued interest in Nigeria. Dele has written a draft constitution for Nigeria which is known within established political circles, and he has appeared at political platforms including one chaired by Jon Snow of Channel 4 and organised by the Guardian and held at the British Museum.

The theme of the lawless stems from Dele’s belief that sometimes when you are a lawyer one can be on the edge about crossing the legal line. It was a name which generated interest from the wider public prior to incorporating this into his brand. The cover of the book includes a judge, a legal eagle and a vulture. Unlike many lawyers who write published work focused on the legal market, Dele’s activities have a deliberate focus on the wider public.

Does the branding work? After all, he has taken steps to trademark his activities, but is there any point to this? Dele is unequivocal. Individuals who have bought his books have become clients and with clients researching more about lawyers this is a good place to start. The blogging activities on his beloved Arsenal football club show the humanity of the lawyer and drive additional website traffic in. Dele who is an accomplished speaker (We were both members of the same London Toastmasters club and I can vouch for his skill) has obtained speaking engagements which complement traditional fee earning activity. Meanwhile, the journey continues with Dele poised to write a follow up book and perhaps a more permanent return to Nigeria beckons in the not too distant future.