Donald. Need I say more? Everybody knows who I am referring to when I say his first name. His last name is a brand unto itself. Brand Trump. As I pen this column, Donald Trump’s standing in the Republican presidential primary polls is remarkable. He’s garnering close to 25 percent of Republican primary voters in a field that’s closer in size to the legal drinking age than the age when you can get a driver’s license.

So how did this happen? How did a businessman with a mixed record of success and likability get to this point? Let’s take a look behind the Trump brand.

There are several lessons attorneys and others in business can learn from Trump. Play your “Trump cards” right and these invaluable lessons can work for you too.

The first lesson that Trump teaches us is the importance of differentiation. Compared to the rest of the Republican presidential field, Trump certainly stands out. It’s been said that he “tells it like it is,” which is not generally what you hear from politicians anymore. He’s also unfiltered, for better or worse. He speaks in generalities and themes—like most of us—not prescriptive policy talking points. It’s refreshing.

He takes advice from himself, not fancy political consultants. He connects emotionally to his audiences, speaking with them in mind by discussing not just what he’s selling but what they’re interested in buying. He lends a voice to those who have consistently been frustrated with the doublespeak and unkept promises made by their elected representatives.

We can impart these lessons to emerging and current leaders and business and law. How do you stand apart from your peers? Is it how you bill—an alternative fee arrangement that is unique in the practice or for the firm? Is it the discipline or practice specialty you brought on that no other firm in town replicates? Or does your marketing stand out from your competitors in an innovative and bold way?

A second lesson is to develop or maintain an impeccable reputation. While no one will successfully argue that Trump’s reputation is impeccable, it is certainly cemented. Trump holds a mixed track record of business success, but he has made an indelible mark on the landscape of Atlantic City and New York—among other cities—with the brand.

Leaders earn strong reputations through a variety of means. To build or cement yours, ask yourself if you’re doing all that you can to get your name out there and establish credibility with those who can help you succeed or give you business. This could entail getting involved in the community through leading charitable endeavors and boards, lecturing at law schools and other venues on topics of interest or where you have expertise, writing for a trade publication in your area of specialty, getting interviewed and quoted by the news media on topics you can confidently address or actively engaging on social media and blogging.

Part of the equation in achieving your reputation is raising your profile and awareness, which is the third lesson Trump excels at and is worth sharing. Trump is a master at gaining publicity. Yes, it’s not often for the best of reasons, but nevertheless it’s because of his lack of filter, bold yet simple statements and reputation that he attracts the media’s attention.

What are you doing to get your name out there, but in a positive light? For example, it could be providing analysis or commentary on an existing case in the news and finding a local hook, or uploading a brief podcast on your firm or organization’s website and emailing a link out to those who follow its subject matter. It may even be a traditional advertising campaign employing radio ads, billboards and transit shelters, or a campaign on Facebook delivering posts targeted to users who have demonstrated through their online habits that they may be interested in your services. A residual benefit of working to raise your public profile is that you will be easier to find on Google and other online mediums that continue to be the first stop for people researching who to turn to or where to go to find the help they are seeking.

Will Trump continue to stoke passions on all sides and lead the Republican ticket? No one knows, but it’s likely that circumstances will change as they always do in politics. But one thing that won’t is Trump’s ability to make news, keep his name in the headlines and differentiate from his candidate and business peers. To succeed, I advise you to consider doing the same.

Jeff Jubelirer is vice president of Bellevue Communications Group. He leads the development and execution of his clients’ strategic communications programs, including media relations, issue and crisis management and community relations. He also is an adjunct professor in crisis communication at Temple University.