The Business of Trust: Building a Brand That Outlasts the Competition

 “Facts tell. Stories sell.” 

That simple phrase, shared by branding expert Dre Walker, might be one of the most valuable lessons for lawyers and leaders alike.

When I sat down with Dre in Jakarta for this episode of Forward Focus, we didn’t just talk about logos or marketing tactics. We talked about identity, trust, and the emotional connection that makes some brands unforgettable. For lawyers—especially solos and small firm owners—that’s where the real opportunity lies.

What Makes a Brand Last 

According to Dre, the brands that stand the test of time are the ones that stand for something. They connect emotionally, not transactionally. “A successful brand is one that creates an emotional connection with its audience,” he explained. “They’re bigger than the product or service—they stand for community, for value, for something deeper.”

He points to Nike as an example. They don’t sell shoes; they sell action. “Nike makes you feel something,” he said. “They make you want to move. To do something.”

The Before-and-After Framework 

When I asked Dre how small business owners—and especially lawyers—can apply this, his answer was deceptively simple:

“Think about your client’s before and after. Where are they when they come to you, and who do they become after you help them?”

It’s a question that shifts the focus from self-promotion to service. “Every person has a before,” he said. “Our job is to show them the solution that gets them to their after.”

That’s not just good branding advice. It’s good lawyering.

The Power of Focus 

When asked what most firms get wrong, Dre didn’t hesitate. “Too many people try to serve everyone,” he said. “They want to say yes to everything. But if you push one thing a mile instead of a bunch of things an inch, that’s where you build real momentum.”

He compared it to McDonald’s. “They started with hamburgers. They mastered one thing before they added fries, shakes, and everything else. You can expand later—but start with your ‘hamburger.’”

In other words: pick your niche and own it.

Fear and the Pivot 

For many lawyers, that’s easier said than done. When I admitted that lawyers often take whatever work comes in the door, Dre smiled knowingly. “I get it,” he said. “You do what you have to do to survive. But if you’re halfway doing the work you don’t love, you’re not building trust with clients or with potential partners.”

His advice? “Kill it—whatever it is. Do it so well that people trust you. That trust opens doors.”

And when fear creeps in—fear of pivoting, fear of change—he goes back to his father’s mantra: Proper preparation prevents poor performance. Use the time you have to prepare for the life you want. Start building your future brand while you’re still working your current cases.

Why Storytelling Matters 

When we got to the topic of common brand mistakes, Dre didn’t mince words: “Not telling enough stories.”

He shared something his mentor told him years ago: Facts tell. Stories sell.

That’s why brands like Apple don’t just describe product specs—they show joy, connection, and creativity.

For lawyers, that means sharing testimonials and human stories. “You don’t have to talk about settlements or dollar amounts,” Dre said. “Just show the transformation. Show who your clients were before they met you—and who they became after.”

Authenticity Over Perfection 

Not every lawyer feels like a natural marketer. Some worry about being “too serious” or “too professional” to show personality. Dre says that’s a false dichotomy. “You can be serious about your work and still be human. People want to see both.”

He recommends balancing professionalism with authenticity—especially online. “LinkedIn and social media are where people spend their time. If you’re not there, you’re invisible.”

Brand Management and Perceived Value 

When I asked why brand management matters, Dre leaned forward. “Because perception is reality,” he said. “Your brand isn’t just what you post. It’s how you respond. How you treat people. How you follow up.”

Strong brands, he said, create perceived value. “That’s what allows you to charge more. Nike doesn’t make better shoes—they’ve just built more belief around what those shoes mean.”

For law firms, perceived value is what allows you to charge for impact, not just hours. 

Practical Takeaways 

To wrap up our conversation, I asked Dre for three actions lawyers can take today to strengthen their brand:

1. Clarify your niche. “Pick one thing you can be great at and master it.”

2. Tell stories. “Show your clients’ transformation—make them the hero.”

3. Engage online. “Respond to comments. Post. Interact. Be visible.”

 And one final bonus: “Have a Zoom coffee. Reach out to another professional you haven’t connected with in a while. Relationships are your brand.”