On October 28, 2025, an online event was held by the Legal Counsel Section of the Ukrainian Bar Association on the topic “The in-house lawyer brand: trend or necessity?”

The meeting was moderated by Anastasia Glushchenko, CEO of Stasy Passion, who set a dynamic tone for the discussion and emphasized the importance of building a personal brand for lawyers within companies.

The following experts shared their professional insights:

Tetiana Kharebava, member of the Board of the Legal Counsel Section, Chair of the Ukrainian Bar Association Committee on Intellectual Property, Head of the legal department at Sport Labs Group, attorney at law

Daria Stavyshenko (Dashenkova), Acting Chair of the UBA Legal Counsel Section, Business Partner for legal affairs at MHP PJSC

Viktoria Ogryza, member of the UBA Board, Head of the legal department at PepsiCo Ukraine

During the event, the speakers focused on how modern lawyers can develop their personal and corporate brands within the company. They emphasized that internal communication, openness to business, and consistency in professional actions build trust in lawyers not only among colleagues but also among management. Among the important components of building a strong brand were expertise, the ability to present one's achievements, adherence to ethical standards, and the development of leadership qualities.

Special attention was paid to the question of why recognition within the company is a strategic advantage today. The speakers emphasized that a lawyer with a strong brand becomes not just an executor, but a valuable business partner capable of influencing decision-making and shaping the legal culture of the company. According to them, professional reputation is capital that builds trust, opens up new opportunities for growth, and strengthens the competitiveness of both the specialist and the business as a whole.

The participants also shared their personal experiences of building a professional image, emphasizing the role of communication, ethical standards, and openness in the work of a modern lawyer.

The event traditionally took place in a friendly atmosphere and became a platform for an inspiring discussion about new approaches to self-presentation of lawyers and the development of the in-house community in Ukraine.