Laura Sauter: Personal Branding and Authenticity

In this episode, Steve Fretzin and Laura Sauter discuss:

  • What branding really is and what it really means. 
  • Personal branding to stand out authentically. 
  • Building and protecting your reputation and brand. 
  • Reflecting on your personal brand and values to elevate your law practice. 


Key Takeaways:

  • People hire lawyers, not just law firms. To stand out, you must have your own branding, not just that of the firm. 
  • You only know what your brand is when it is reflected to you by those who love you and those who hate you. 
  • Dig deep, understand yourself, and be you. That is your biggest differentiator. 
  • You don’t need everyone as a customer. You just need the right ones. 


“No matter what the company, no matter what the size, I’m still going to go through those core values and help those entities, the person or the firm, understand how they are unique within the plethora of offerings out there.” —  Laura Sauter

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About Laura Sauter: 

Meet Laura Sauter, a seasoned brand expert, educator, and speaker passionate about the power of personal branding. With over two decades of experience in brand strategy and design, Laura empowers entrepreneurs, non-profits, and seasoned company founders to navigate growth, transition, and conflict with confidence. 

Laura’s expertise lies in strategic brand positioning, naming, corporate identity, and associated marketing. She has consulted for multinational corporations such as Fidelity, Biogen, and TJX, as well as numerous small and mid-sized companies across New England and nationwide. 

As a dynamic speaker and educator, Laura shares actionable insights and strategies to help individuals and businesses amplify their personal brands. Her approach combines precision, creativity, and empathy to drive tangible results in today’s competitive landscape. 

Whether you’re looking to enhance your personal brand or elevate your company’s identity, Laura Sauter is your trusted partner in achieving lasting impact and success.


Connect with Laura Sauter:  










Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.



Book: Legal Business Development Isn’t Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911


Show notes by Podcastologist Chelsea Taylor-Sturkie


Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it.