What makes someone choose you when there are ten other people offering the same service? In this episode of Friends in Law, Alex sits down with Jason from Superpower Portraits for a conversation about branding, belief, differentiation, and why trust is not something you manufacture, but something that grows when you remove uncertainty. Jason shares how one awkward meeting in Dubai forced him to confront a hard truth. He knew his work mattered, but he couldn’t clearly explain why. That moment sent him down a much deeper path, figuring out how to communicate not just what he does, but what sits underneath it. The values, beliefs, and personal convictions that make someone’s work feel distinctive rather than just competent. Together, Alex and Jason explore what this means for lawyers, especially in a profession where so much communication sounds polished, credible, and technically strong, but often feels interchangeable. They unpack why credentials and expertise are only the baseline, how lawyers can communicate the human outcome of their work, and why the strongest professional brands are built not on performance, but on clarity. From client relationships and interviews to bios, websites, and personal positioning, this episode is a thoughtful look at what it really means to connect with people in a way that feels honest, memorable, and aligned. Jason also shares why he thinks confidence is overrated, why “trusted advisor” is not the goal, and how asking better questions about belief, identity, and feeling can completely shift the way you talk about your work. If you have ever struggled to explain your value without sounding rehearsed, overly polished, or like everyone else in your field, this conversation is for you. Extra Links Identity Alchemy - https://bit.ly/4rIbKay Vision & Values Alignment Guide - https://bit.ly/3OjzjYR Small Hinges Swing Big Doors - Behavioural Branding 'Swipe File' - https://bit.ly/4tJHGxk 5 Powerful Habits that Attract Fully Aligned Clients - https://bit.ly/4bJSNzL 13 Questions to Ask When Hiring a Photographer (beyond "What does it cost?" and "What do I get?") - https://bit.ly/4qxwhh8 Topics Personal branding for lawyers Trust and credibility Lawyer bios and LinkedIn profiles Differentiation in professional services Client connection and communication Brand positioning Identity, belief and values Authenticity in legal careers Professional storytelling Career development in law Enjoyed the podcast? Share and Enjoy! Please don't forget to leave a rating via Apple Podcasts Never miss a drop by subscribing on Apple Podcasts or Spotify If you want to talk about your career in law reach out to us here Or why not connect with Alex on LinkedIn Credits Host : Alex Correa - Career Coach in Law Brought to you by Alex Correa Executive With thanks to our guest : Jason Malouin Superpower Portraits Friends in Law is edited and produced by Dayera Creativ e