There's probably no better way to project a polished professional presence than having a good brand. Today we're looking at what that means exactly, and exploring ways to improve yours. Your Brand Is Your Promise to Your Client. If you Google 'branding' you'll find many different descriptions of what it means. But at the heart of it, your brand is how others see you based on how you present yourself and the characteristics that define you. This is your personal brand. Your professional brand adds the context of your work to that equation, defining your unique value proposition in the marketplace. And your firm brand is about the reputation and value proposition of your firm as a whole, not just you (unless you are a solo lawyer). "Knowing who you are, what you stand for, your professional strengths and what clients can expect when they hire you - as well as being able to communicate this clearly and effectively - will be key to your success both in terms of becoming better known internally (within your law firm) and externally (with your clients)." - The Importance of Personal Branding for Lawyers, Stephanie Solakian Goldstein

It's Sunday afternoon and the neighbor kid's drone comes buzzing over your yard, maybe 50 feet overhead. Like any good lawyer you ask yourself, "Is this drone flight violating my airspace?" (If you're a really good lawyer, you refer to "airspace" as "vertical curtilage.") The short answer is yes, writes Elizabeth Austermuehle in the April ISBA Real Property newsletter. "[I]n the absence of federal or state regulations granting drones the right to fly over private property without the property owner's permission, drones do not have the right to do so," she writes. Though Illinois has passed legislation ordering up a task-force report on drone regulation (due July 2017), state law does not currently regulate drone use. As for federal law, the FAA has long permitted flights over private property in "navigable airspace," which generally applies to the space 500 feet and higher above ground, Austermuehle writes. But it hasn't had much to say about drones - at least not until June 2016, when the agency "released its first operational rules for routine use of small [unmanned aircraft systems]," she writes. "The rules offer safety regulations for UAS weighing less than 55 pounds conducting non-hobbyist operations. Among other things, the rules require drone operators to keep the drones within their visual line of sight and prohibit flights over unprotected people on the ground who are not directly participating in the UAS operation."

Today's challenge is to create a more thoughtful out-of-office ('OOO') message, also called an automatic email responder, to better serve and delight your clients. An Easy Way to Extend Your Customer Service. Picture this...it's the end of the day the Friday before your week-long vacation. You're about to shut down your computer when you remember - shoot! - I need to let everyone know I'll be out next week. So you log back into Outlook/Gmail, spend 60 seconds updating your last (generic) OOO message with next week's dates, and 2 minutes later you're out the door. Sound familiar? If so, you're not alone. And while just the basics will suffice, it's certainly not taking advantage of the opportunity to create a positive memorable experience for the reader. You've worked hard to develop client relationships and deliver exceptional service while you're in the office. It's time to extend that to your client touches when you're out of the office as well. The Bare Necessities. A professional OOO message should at minimum cover the following 3 items: