Right on Brand: A Conversation With the Honorable Allegra Collins
By When you see a check mark, you think? Nike.
Four interlocked rings? Audi.
A big yellow M? McDonalds.
Branding speaks before words do.
In the legal profession, branding works the same way. With the emergence of social media, a few North Carolina Attorneys have mastered and capitalized their art of branding: Fairy Law Mother, The NCDWI Guy, and AsktheAppellateLawyer.
Branding is a tool for breaking barriers. It’s how you control your narrative in a profession where the rules are often unwritten and access isn’t evenly distributed.
The fire is flickering with this proverbial fireside chat with Judge Allegra Collins of the North Carolina Court of Appeals, whose insight reminds us that branding is about intentionality.
Tiqeece Brown: You’ve said, “Define your brand or someone else will define it for you.” What inspired that perspective?
Judge Collins: In the legal profession, your reputation is your most valuable asset. Long before you enter a courtroom or submit a brief, people form impressions about who you are based on your demeanor, your communication style, your digital presence, and even your shoes. If you are not intentional about shaping those impressions, others will do it for you, and not always accurately. Personal branding is simply taking ownership of the narrative about who you are as a professional.
TB: How does one develop their brand?
JC: Developing a personal brand begins with introspection: understanding who you are, what motivates you, and what strengths you bring to the table. From there, you investigate how others see you, because your brand encompasses both your self‑perception and others’ perceptions. Once you understand both, you can intentionally shape your brand through your choices, your presentation, your digital presence, and your professional habits. It’s a strategic, ongoing process of discovering, defining, and expressing your authentic self.
TB: How much does that character have to align with one’s true self? Or does it matter?
JC: Authenticity is the foundation of a sustainable personal brand. You can’t maintain a persona that isn’t rooted in who you genuinely are, especially in a profession where credibility and trust are everything. That said, authenticity doesn’t mean broadcasting every aspect of your personality. It means identifying the qualities that reflect your best professional self and consistently leaning into them. Your brand should be true to you, but also aspirational: the version of yourself you are working toward becoming.
TB: When you first began your legal career, did you consciously think about “branding,” or did it develop over time?
JC: My brand has developed over time. I gravitated toward people I admired —professors, lawyers, judges — and tried to emulate the traits I respected in them. That process shaped both my career path and my professional identity. Only later did I realize that I was intentionally aligning myself with the qualities and values I wanted to embody.
TB: How do you balance authenticity with the expectations that come with being a judge and a public figure?
JC: Being a judge requires a heightened awareness that you are always, in some sense, “on.” But authenticity doesn’t disappear, I think it just becomes more disciplined. I try to present myself in a way that reflects who I am while honoring the dignity and neutrality of the judicial role. For me, that means consistency, professionalism, kindness, and a commitment to being approachable. It also means trying to ensure that my personal choices align with the values I represent.
TB: You’ve emphasized protecting your brand both digitally and physically. What does that mean in practice for young attorneys or law students?
JC: It means recognizing that your brand is communicated in every interaction — your appearance, your demeanor, your emails, your LinkedIn profile, and every post you’ve ever made. Protecting your brand requires:
- Conducting regular digital audits
- Ensuring your online presence is consistent, professional, and aligned with your goals
- Being mindful that your digital footprint often precedes you
- Presenting yourself in person in a way that reinforces your professional identity
One misaligned post or careless moment can undermine years of hard work. Conversely, a polished and consistent presence builds trust and credibility.
TB: Do you have any branding advice for anyone who may be reserved and introverted?
JC: Introversion is not a branding obstacle; it’s a branding asset when used intentionally. Your brand doesn’t have to be loud to be powerful. Introverted professionals often excel at qualities the legal profession values deeply: thoughtfulness, preparation, active listening, and calm presence. The key is to identify the strengths that naturally flow from your personality and build your brand around them. Authenticity resonates far more than forced extroversion.
TB: How can first-generation professionals, who might not have early access to networks or mentors, begin building a brand that’s true to them?
JC: Start with what you can control: your values, your work ethic, your presentation, and your digital presence. Seek inspiration from people whose careers you admire — locally, online, or through professional organizations. You don’t need preexisting networks to begin shaping your brand; you need clarity about who you are and who you want to become. From there, intentionally cultivate relationships, seek mentors and put yourself in spaces where your brand can grow. Your background is part of your story, and it can become a powerful element of your brand.
TB: What’s the biggest mistake you see lawyers or students make when it comes to personal branding?
JC: The biggest mistake is treating personal branding as superficial — thinking it’s just about clothes, colors, or social media presence. Those things matter, but they are the outer layer. The real work is internal: understanding your values, your strengths, your goals, and how you want to be perceived. Another common mistake is inconsistency — presenting one version of yourself in person and another online. Consistency builds trust; inconsistency erodes it.
TB: In what ways can a strong personal brand impact one’s credibility in the courtroom, the classroom, or the community?
JC: A strong personal brand builds trust before you ever speak. When people know what to expect from you — professionalism, preparedness, integrity — they are more likely to respect your work and rely on your judgment. In the courtroom, credibility is everything. In the classroom, it shapes how professors and peers perceive your potential. In the community, it opens doors to leadership, service, and opportunity. Your brand becomes your reputation, and your reputation becomes your currency.
TB: If someone wants to rebrand — to evolve or reset their professional image — where should they start?
JC: Start with introspection: What is working? What isn’t working? What do you want to be known for? What qualities do you want to project? Then conduct a digital and personal audit to identify misalignments. From there, make intentional changes: update your online profiles, refine your presentation, adjust your habits, and begin showing up consistently as the person you want to become. Rebranding is about realigning your outward presentation with your authentic goals and values.
TB: If you could give one piece of advice to a first-generation student defining their brand for the first time, what would it be?
JC: Own your story. Your path, your challenges and your resilience are advantages. Your brand should reflect the strengths you’ve built along the way: grit, adaptability, determination, and perspective. Start by defining who you are and what you stand for, and let that guide how you present yourself to the world. Your unique background is something to leverage.
TB: Thank you, Judge Collins, for taking the time to share your wisdom and for reminding us that our stories and idiosyncrasies — when owned and aligned — become powerful tools for progress and for breaking barriers. How one chooses to break or navigate barriers is personal: a sledgehammer, strategic tools, ladders, trampolines, or simply going around them. Whatever the method, do it with intention, confidence, and consistency.
Always authentic and genuine,
Tiqeece Brown, Your Favorite Lawyer