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ЛИЧНЫЙ БРЕНД ЮРИСТА | Татьяна Кондратьева| Азенова Айжан |ЧАСТЬ 1. — Transcript

by Адвокат Татьяна Кондратьева АБ UNO · 4,243 words · 635 segments · language en · Watch on YouTube

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0:00I welcome everyone. Good afternoon.
0:04Today we have a small collaboration
0:06between Lavika and the Una Law Firm.
0:08And we have invited Aizhan to be our
0:11guest today. Aizhan, hello. A very
0:14interesting topic today. And it's very
0:17interesting to me because I have also
0:18started working on my personal brand.
0:20Hmm, like "Moscow does believe in tears
0:22," right? "Moscow does not believe in
0:24tears." Starting late, aren't you? But
0:25I decided to give it a try anyway. Uh,
0:27could you please tell us a little bit
0:29about yourself?
0:30>> Thank you very much. I will tell the
0:32camera directly so that the viewers
0:34watching us feel as comfortable as
0:35possible. My name is Aizhan Azenova. I
0:38am originally from the Siberian region,
0:40from my beloved city of Omsk. And now I
0:43live in Moscow, building a law firm.
0:45Our company has several directions. One
0:48deals with bankruptcy for legal
0:49entities and individuals, and the
0:51second deals with international
0:52business protection and resolving
0:54disputes for top executives. As I
0:57already told you behind the scenes, it
0:59happens that entrepreneurs have
1:00questions about marriage contracts,
1:02asset preservation, alimony, and
1:04inheritance. Our team covers all of
1:07that. That is what our company does.
1:09>> Excellent. And then, perhaps, the most
1:12important question. Why is being just a
1:15good lawyer not enough today? What do
1:19you need to do to have recognition, and
1:21what has changed now in 2026? Or rather
1:25, what started to change, right? That
1:28is a good question, actually. Right now
1:31in 2026, and in general over the last 5
1:33years, a lot has probably changed. If
1:37for the previous 5 years, leading up to
1:402026, everyone was caught up in the
1:43hype: social media, videos, content, a
1:45flashy lifestyle, and ostentatious
1:48status, then now, in my opinion, in
1:502026, values have shifted toward
1:52high-quality service delivery, moving
1:55away from exorbitant prices for unclear
1:58services and products, especially in
2:00the legal sphere, where we are now
2:04trying to build a quality dialogue and
2:07connection with our client and consumer
2:09. And from there, we are moving away
2:13from taking a million rubles to write
2:15one contract, and instead looking at
2:17how to help the client in the long run
2:19and grow together with them. And I see
2:22that this trend has now entered the
2:24legal services market. Not everyone has
2:26caught on yet, and not all businesses
2:28understand this as a whole, but I can
2:30already see how the structure is
2:32changing. And this new vision is, by
2:34the way, also dictated by government
2:36structures, because at the level of the
2:38GR sector they understand: "Stop just
2:40making money, let's build relationships
2:42."
2:43>> Aizhan, please tell us now about your
2:46personal brand. Perhaps you could
2:49explain what a personal brand is, why
2:51it's necessary, or if it's even
2:53necessary at all. Maybe it's better to,
2:57I don't know, advertise your company
2:59instead of yourself. What is your
3:01vision, could you elaborate a little
3:03bit on this topic?
3:05>> That’s a very good question, because
3:06everyone gives their own definition to
3:08the concept of a personal brand. I want
3:11the viewers to ask themselves right now
3:13: "When I say my name, what do people
3:15immediately think of?" Well, about me,
3:19for example, when people around me say,
3:20"Aizhan," what do they imagine?
3:23Whatever they imagine—that is your
3:24personal brand. If you want people to
3:27say you are a lawyer, then we must do
3:29everything so that our name is
3:31associated with our services. Therefore
3:34, a personal brand is what we are
3:36associated with. Essentially, it is a
3:38set of our roles. If we want the main
3:42role in our set of roles to be focused
3:44only on what we do, on our
3:45specialization—for example, "I am a
3:48lawyer," or "I am a criminal defense
3:50attorney," or "I am an international
3:52dispute lawyer"—then that is exactly
3:54what we should broadcast. Therefore, a
3:57personal brand is a set of our services
4:00, what we do. Do I understand correctly
4:05that the trend used to be to position a
4:08company, like how I built my firm,
4:11where we said the firm comes first,
4:14then the top leaders, and then the back
4:17office? Has everything changed now, or
4:22did we just not understand the trend
4:24back then, and we should have put our
4:27personal brands in the front line
4:29instead of the firm? Right. Well, I
4:32think it has always been the case since
4:34time immemorial that we develop our own
4:36name first. Because remember,
4:38historically, when people go for a
4:41service, they go to a specific person:
4:43Alice the tailor, or Anna the
4:45hairdresser around the corner who cuts
4:47hair well, and everyone goes to her.
4:51It’s the same with legal services.
4:52Who should I go to to defend my rights?
4:54Let’s go to Aizhan, for example. I
4:57hear that she handles this. And then,
5:00when Aizhan proves what she can do, she
5:02builds her own firm, calling it, for
5:04example, Aizienova&Partners. And
5:07remember, just 15 years ago, on every
5:10corner we had Ivanov&Partners, Artemov&
5:13Co., always Artemov, Ivanov and Company
5:17. So, we were tied to surnames, to a
5:20brand, while someone else stood behind
5:22it all as the power behind the throne,
5:24handling all the main tasks. That is,
5:28later there was the team, then the firm
5:30, and all the participants in this one
5:33big legal coalition. But in fact, we
5:36always first sell the name that
5:38everyone comes to, then the name of the
5:41company or team, and only then the team
5:43itself. That’s why I think there is
5:46currently a trend toward bringing names
5:48back. From what I’ve seen, the
5:51person's name can be one thing, the
5:54company name another, and they might
5:56not be connected at all. And people
5:59might not even know that this company
6:01is actually the firm of the prominent
6:03lawyer they wanted to see in the first
6:05place. For example, let’s look at a
6:08case study. My law firm is called
6:10Praovoy Standart. Our trademark and
6:12label took off. Everything is great.
6:14But I am Aizhan Azenova. Where is
6:16Aizhan Azenova? Where is Pravovoy
6:17Standart? Why not call it something
6:18else? Aizhan Azenova Law Firm. Or, for
6:21example, Azenova Partners, or Azenova
6:22Company, or the Azenova Bureau—
6:24whatever you like. I didn't want to tie
6:27it to myself; I wanted to create a
6:29separate structure for legal entities,
6:31a company where they don’t know me,
6:34but know that this specific firm wins
6:36in court and has a great brand and
6:38reputation. My goal was to develop my
6:41personal brand separately so that
6:42individuals—well, citizens—would
6:44come to me, and to develop the company
6:45brand separately. I ran into a big
6:49problem, because your marketing budget
6:52starts to run out when building a
6:54company brand. To get into advertising
6:57for a company or a legal entity, you
6:59spend more on Yandex, more on promotion
7:01in 2GIS, more on website promotion in
7:03general, because you have to package it
7:05all and manage it separately. But when
7:07you promote your own personal brand, it
7:09becomes a bit simpler and cheaper. You
7:12hire an SMM manager who films your day
7:14and your cases, everything is told
7:15through your face, and you attract
7:17people. And the audience that trusts me
7:20specifically—my appearance, my voice,
7:22my delivery, my manner—they choose me
7:24, and it becomes much easier for me to
7:26compete with others because, well, by
7:27psychotype, people choose one specific
7:29person. That’s all there is to it.
7:32Some will choose my company's brand,
7:33that's fine, but there are fewer of
7:35those people than those who will choose
7:37me personally with my cases, my stories
7:38, and my positioning. That’s why over
7:42the last two years we changed the
7:44company’s positioning, and one of our
7:46back offices now says "Aizhan Azenova
7:48Law Firm: Pravovoy Standart." So now we
7:51are anchoring it in people's minds that
7:54Pravovoy Standart is Aizhan Azenova. So
7:57, my decision now is to move away from
7:59the "Una" law firm and switch over to "
8:01Kondratyeva, Attorney at Law." Do you
8:03think that’s the right decision?
8:05>> Yes, it is the right decision. "
8:07Kondratyeva, Attorney at Law" sounds
8:08more compelling than "Una," because
8:10it’s unclear who is behind "Una." And
8:13it doesn’t actually matter who your
8:14client is here. Whether it’s a legal
8:16entity, a business with billions in
8:18turnover, or an individual who needs to
8:20protect their rights. Because people
8:23follow a specific person who was
8:25recommended to them, or whom they saw,
8:27for example, on social media in reels
8:29or videos, and you resonated with them.
8:33I really felt bad about giving up my
8:34law firm because it had existed for 16
8:36years, and everything seemed to be
8:38going well. But I decided that this
8:41certain baggage that follows the law
8:44firm
8:45>> Uh-huh.
8:46>> needs to be shed for sure. So I’ve
8:49now decided to carry out a
8:51reorganization and will focus on
8:53building my personal brand across all
8:55social media as "Kondratyeva, Attorney
8:57at Law." I support you in this decision
9:01, because building your personal brand
9:03means grounding all your knowledge and
9:06all your 26 years of experience in your
9:08own identity, so that people know that
9:11these cases are yours, not "Una’s"
9:13cases. Because over 26 years, 126
9:16people could have worked at "Una." It
9:19could have been their personal case,
9:21not yours. But when we talk about how I
9:23did this, how I achieved this with my
9:25own mind and experience, and we don't
9:27just talk about it but show it
9:29regularly on various platforms, people
9:31will trust you. That’s what my former
9:34partner, who I parted ways with, always
9:36hated when I would say "I, I." She
9:37would always say, "Why do you keep
9:39saying 'I, I'?""Aren't we a team?" And
9:42I would say, "I, I." Not because I
9:43considered myself separate, but simply
9:45because I was the only one handling
9:46that specific court case. That’s why
9:49I said, "I went, I won, I did it." That
9:52was the nuance of it. Thank you so much
9:54. That was very relevant to my current
9:58situation. How do I find my niche? What
10:02should I choose? In your opinion,
10:05should it be some kind of narrow
10:07specialization, or should it be broader
10:10? Should we take not just one branch of
10:12law, but several? What can you tell me
10:15about that? I would divide the answer
10:17to this question into parts, depending
10:19on who we are speaking to right now. If
10:21beginner lawyers are watching us, I
10:23would recommend that they dive into
10:25everything a little bit for now,
10:27because when you are just starting, you
10:29don't know anything yet. And to learn
10:31something, you need to try everything
10:32little by little, bit by bit. And also,
10:34I apologize, let me interrupt you for a
10:35second. Perhaps you also need to
10:36understand what you feel closer to.
10:38>> Yes, yes, yes. You won't be able to
10:40figure that out otherwise. When I
10:41finished university and went to work,
10:43they hired me for 3,000 rubles. On
10:45staff. With no experience. I said, "
10:48Well, at least I'll be able to pay for
10:50the bus, let me have at least some
10:51money." And there we dealt with
10:53construction, utilities, and real
10:55estate disputes. And I already had my
10:57first clients at 21. And that was when
11:00I realized what I wanted to do. But
11:02what I wanted to do was unavailable to
11:04me because my experience was only in
11:06another field. That is, my clients were
11:09in construction, contracting, well,
11:11real estate, privatization, and
11:12disputes with government agencies
11:14specifically in the utility sector. Yes
11:17, those were cool cases, but I felt
11:19uncomfortable with it because it was
11:20all so dirty. I had to go out for all
11:23the inspections, I had to climb into
11:25basements. I was 22-23 years old, and I
11:27wanted beauty, and the utility or
11:29construction sectors are far from
11:31beautiful. Therefore, working in the
11:33field was not interesting to me. And
11:34for myself, I realized that I prefer
11:36working with people, for example,
11:38family disputes, consulting, and taking
11:40care of them. I liked that kind of
11:42field more, where we sit in an office,
11:44talk, then I go to court, or go to
11:45negotiate with some social institutions
11:47, but I don't walk through basements.
11:49But to understand that this is exactly
11:51what is mine, I had to try something
11:53else. Therefore, if you are a beginner
11:55lawyer, try a little bit of everything.
11:57Immerse yourself in different areas,
11:59and in a few years, in the first five,
12:00maybe in the first 3 years, if you work
12:02in different fields, you will
12:03understand what is specifically yours,
12:04right? And then we can talk about how
12:07to earn money. Because if we are now
12:10speaking to an audience of experienced
12:12colleagues, experienced lawyers with
12:14over 10-15 years of practice, and you
12:16want to monetize, then we choose a
12:18niche based on what is currently
12:20relevant, in demand, and who can pay
12:22what kind of fees. For example, what is
12:25particularly relevant now? Bankruptcy
12:26for legal entities and individuals,
12:28definitely, yes. Corporate disputes,
12:30definitely, yes. Why is this relevant?
12:33Because business, regardless of the
12:35country's economic state, continues to
12:37move, create, and enter new markets,
12:39which means they need protection.
12:41Another question is how you reach this
12:43client, that is already a matter of
12:45marketing. But for now, we are talking
12:46about the product, about the niche.
12:48Next, we see that people are losing
12:50their jobs, facing layoffs, and all
12:52sorts of things are happening in life
12:54and in business as well. Therefore,
12:57bankruptcy is relevant both for
12:58individuals in high positions and for
13:00companies. So, for a more experienced
13:03person who can form a team and quickly
13:05adapt, understanding this niche, I
13:07would advise looking specifically at
13:10those areas in our market that are
13:12currently gaining popularity. That is
13:14all. That is, if you are a beginner,
13:16try everything and find yourself in it.
13:19If you are already experienced and
13:20understand that you want to make money,
13:22look for a niche where it will be
13:23relevant. Construction, by the way, is
13:26also a relevant niche, because despite
13:29everything, construction is going on
13:31and there is a huge number of realtors
13:33working, no one has closed mortgages
13:35today, so there is demand for this too.
13:39Well, which courts do you enjoy going
13:41to the most? General jurisdiction or
13:43arbitration, if we aren't talking about
13:45you being a business leader, but just
13:47to get some pleasure or a thrill, where
13:49would you go? Division of joint
13:51property.
13:52>> If we are talking about a thrill, it's
13:54only general jurisdiction, because you
13:55know yourself, you can sit there for 5
13:57hours, walk in angry, and snap not just
13:59at the other party, but maybe even bark
14:01at the judge. So, just for the thrill
14:04and to vent all your negativity, you
14:06can go to general jurisdiction. But for
14:08beauty and depth, for showing yourself
14:11as a professional lawyer, I, of course,
14:14love arbitration. I have a cassation
14:18hearing on Tuesday, and I enjoy those
14:20proceedings where I can show some legal
14:22creativity and apply all of my sixteen
14:24years of experience. That is what I
14:27like more. Because I enjoy both of them
14:29for different reasons. If you just want
14:32to vent and remember what it was like
14:34when you started, general jurisdiction
14:36is like home. But if you really want to
14:38show yourself as a pro and meet a
14:40worthy opponent—they exist in general
14:42jurisdiction too—but in arbitration,
14:45you switch on a different kind of mind,
14:47a different outlook on all these events
14:49. In cassation, even more so.
14:51>> It will be the Moscow cassation,
14:52>> of course. Yes.
14:53>> Yeah, the judges there are on a
14:55different level. Let’s say, we
14:56don’t really like the appellate court
14:59, but you can still turn the situation
15:01around in cassation. The judges '
15:02qualifications there are certainly on a
15:04whole different level. They actually
15:05listen now; everything has really
15:07changed. Aizhan, could you please tell
15:09us more about social media? This is
15:12very relevant to me too, because I
15:14wasn't on social media, and I started
15:16this journey—well, it’s probably
15:18been about a year since I joined. My
15:21life has changed, I had a split with my
15:24partner. I’m very interested in your
15:27experience; does it actually work? Are
15:31all these "banned grams," reels, and
15:33various interviews necessary? Or these
15:37things that are gaining popularity now
15:40—in any case, I keep seeing lawyers
15:43posting jokes, specifically skits. They
15:47don’t provide expertise because, as I
15:48understand it, nobody watches expertise
15:50anymore; people are tired, they need
15:52visuals all the time, they need some
15:53kind of action. And those humorous
15:56videos rack up a huge number of views.
15:59I should clarify this for the viewers
16:00as well. I haven't had Instagram for
16:02almost a year now, not for personal use
16:05, nor for work or business. But at the
16:07same time, for the last 5 years and up
16:09to '26, I was very active on social
16:11media, specifically the Instagram
16:13platform. Ugh, you’re doing all the
16:15things that are forbidden, right? And I
16:18can say for sure that it is possible to
16:20promote yourself there, and moreover,
16:23you can promote yourself on any social
16:25network to get a profit. It’s just
16:28that platforms like TikTok, Instagram,
16:30and YouTube are places where the
16:32audience from a single post can be both
16:34targeted and non-targeted, but you can
16:36gather organic reach for essentially
16:38free. All other platforms are paid
16:40traffic. If we run a Telegram channel,
16:43VKontakte, or any other social network
16:45that’s more text-heavy, we either
16:48have to work really hard on the copy to
16:50make it go viral, or buy an audience
16:52from other pages and bloggers to drive
16:55them to ours. So, it still means money:
16:58targeting, retargeting, ads, and
17:00seeding. But when we talk about video
17:02content on YouTube, TikTok, and
17:04Instagram, it’s at the very least an
17:06opportunity to gain an audience for
17:08free from a single video. And for me,
17:10that’s basically how it worked. I am
17:12absolutely in love with social media. I
17:13even had a course for lawyers where I
17:16taught how to run Instagram so that it
17:18actually sells for you, so people
17:20understand you and buy your products,
17:22including how to make viral Reels. But
17:25since my Instagram was blocked over the
17:27last year, I very quickly shifted the
17:29company's focus to something else. And
17:32now I don't have to dance in front of
17:33the camera, hustle, you know, do my
17:35makeup in the morning just to rush and
17:37film something. No need to film my
17:38breakfasts. Victories and speeches. We
17:41rebuilt our marketing system. And I
17:43like this system better. And I believe
17:45that what lies behind it is a system of
17:47relationships. But we shouldn't forget
17:49about social media. It’s still for
17:50those who don’t have a budget. Video
17:52content is a way to get traffic for
17:55free, quickly and easily. And for those
17:58who just want to engage their audience
18:00somewhere, it’s a way to land them
18:02all in one place. You might have 6,000
18:04contacts in your address book. You need
18:06to anchor them somewhere so you don't
18:08have to send mass messages. They all
18:10subscribe to one channel of yours,
18:11wherever it may be hosted, and read you
18:13there. Some daily, some every other day
18:16, some once a week, but they will read
18:18the cases you are working on now and
18:19say, "Oh, my friend has a similar story
18:21," and his friend will come to you. So,
18:24in any case, we maintain social media;
18:26there is something to work with there,
18:28there is an audience. You just need to
18:30understand who needs what. By the way,
18:32you talk about jokes really well. Hmm,
18:33I'll say right away, not everyone needs
18:35to rush and film humor. Not everyone is
18:38suited to filming polls. Not everyone
18:40is suited for talking heads or other
18:42things. You really need to find
18:43what’s right for you. In psychology,
18:44we have 12 archetypes, and you should
18:47choose which one is yours, take this
18:49psychological test, and understand that
18:51if you are a certain type of person
18:53with a specific mindset, not everything
18:55will suit you. For instance, I know for
18:57sure that I’m good at talking on
18:59camera; I film myself face-to-face, and
19:00it works out well. But filming humor or
19:03other content doesn’t work for me,
19:06because instantly, that image, my media
19:09plan, and the status I carry with me,
19:12it all dissolves in the eyes of those
19:15I’m doing this for. For example, if I
19:18start filming jokes about traffic
19:20police while I’m actually creating
19:22content for international business, in
19:24the eyes of international business and
19:26their top executives, I’ll just be a
19:28funny clown, essentially. Therefore, I
19:31don't film such things. It’s a
19:33different story if I film myself joking
19:35with my son, or how I swapped his
19:36porridge for another kind and posted
19:38that. That’s fine, because I’m
19:41showing that, for what it’s worth,
19:42I’m also a mom—a fun, open, and
19:44kind mom. And I’m showing another
19:45facet of my personal brand. You just
19:47need to understand what you want to
19:49show and what you are able to show.
19:51It’s a very, mm, delicate, you know,
19:53such thin, thin ice. And right now, I
19:55see many lawyers, when they post
19:57content, thinking that they have to
19:58show everything. Like how you went to a
20:01spa, a pool, how you went to a
20:03restaurant and had wine, how you went
20:04to the gym, for instance, and then when
20:06you went to court. You don't need to
20:09show everything. A personal brand on
20:11social media is an opportunity to show
20:13only what you want to be associated
20:15with. If you want to be associated as
20:18an attractive woman, please, primarily
20:21show how you go to the gym, relax, and
20:23occasionally go to court. By all means.
20:26But if you want to be associated as a
20:28strong, capable lawyer, we show only
20:30what sells us as a strong lawyer. We
20:33can show discipline, that I go to the
20:35gym regularly. We can show how I
20:38meditate regularly in the mornings,
20:40regular meetings, how I’m heading to
20:42court and not running late, my cases,
20:44my consultations. That’s worth
20:46showing, or you can also show family,
20:48but not from the perspective of how we
20:50spend vacations together, but from the
20:52perspective of how you planned your
20:54weekend with them. So it all depends on
20:56what the ultimate goal should be. If
20:59the ultimate goal is to be perceived as
21:02an international relations lawyer who
21:04solves complex cases, then I will only
21:06show that aspect. Everything else, well
21:10, maybe 25 percent can be shown, but
21:12only in the necessary context. We
21:15wouldn't show scandalous moments with a
21:16husband or how we fight and have
21:18conflicts with a teenage daughter. Why
21:20would you need to do that? My daughter
21:22is also 13. It’s a kind of special
21:24age when you need to choose your
21:26phrases carefully, right? And I don’t
21:29show that in my content and never will,
21:31because it won't sell me as a lawyer,
21:33it won't position me as an entrepreneur
21:36. Therefore, that part always stays
21:37with me. But I have a wonderful dog,
21:40where I show how I’m always solving
21:42all her problems. Where she went wrong,
21:44did something wrong, or ate something
21:46she shouldn't have. And I run to the
21:48vet with her, solving the problem,
21:50because in the eyes of my viewer, who
21:51is watching me and could become my
21:53potential client, I am perceived as a
21:54person who solves problems. That is all
21:57. I’m just solving it not on the
21:58example of a client, but on the example
22:00of my dog. Adzhe, am I understanding
22:03correctly that some sincerity and some,
22:05yes, that is, that one needs to be in
22:07social networks, not playing some role,
22:09a game, yes, but being open? Because,
22:12for example, I use this, I am quite an
22:14open person, it helps me with clients.
22:17That is, if clients come to me, I close
22:20them almost 100%, because, apparently,
22:23my attitude and I also chose for myself
22:25that I want to be exactly as I am, with
22:28the humor that I have. I don’t want
22:31to play some game that doesn’t match.
22:34It turns out that you are like that,
22:36and if you are easy and comfortable
22:38with it and it is congruent for you,
22:40then you should remain and act that way
22:42, because people are drawn to this
22:43sincerity. We are all tired of "
22:45successful success." Look at the world
22:47of info-gypsies. Let's call them that,
22:49right? When they were selling yachts in
22:52Dubai, steamboats, and all their
22:53mentoring for 10 million, how they
22:54showed successful success, how they
22:56pulled the wool over people's eyes. But
22:59people are tired of this, because the
23:01majority of people are those who work
23:03from morning till night and just want
23:06to see a normal solution to their
23:07unusual question from a person who will
23:10understand them, not someone who shows
23:12up with a Dolce&Gabbana bag, covered in
23:14brands, and demands a million rubles
23:16for a consultation. We must move away
23:18from this. The era of exorbitant checks
23:20has passed. y

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This page contains the full transcript of ЛИЧНЫЙ БРЕНД ЮРИСТА | Татьяна Кондратьева| Азенова Айжан |ЧАСТЬ 1. by Адвокат Татьяна Кондратьева АБ UNO, generated from the public captions YouTube serves with the video. The transcript has 4,243 words across 635 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

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