So, you’re just fresh out of law school or tired of working in another person’s law firm, and you are looking to start your law firm. What should you name it? What’s in a name? Actually, there’s more to the name of your law firm than meets the eye.
Not only is your firm’s name a brand, but it’s also an identity. Read to find out what it takes to come up with a good name for your law firm.
What Worked in the Past
Until recently, a vast majority of state bar associations mandated that all law firms include all their partners’ names.
For decades, law firms in different states adhered to this requirement and combined the partners’ names (especially surnames) to come up with a law firm’s name. Not only was this model limiting by using surnames, but it also did not hold any marketing value to the law firms.
However, this is not the case today. States are slowly changing the rules of how law firms should be named. Some of the pioneering states such as New York are at the forefront of allowing law firms to choose more creative and consumer-focused names for their firms.
However, freedom comes with a catch. The laws provide that a firm’s name should not be deceptive or misleading in any way. With such changes, law firms are quickly rebranding to more unique titles that allude to their specialization areas, such as a motorcycle accident lawyer.
Whether you are opening a new law firm or simply looking to rebrand, this article is intended to help you think through the process of naming or renaming your firm.
Your Law Firm’s Name Gives an Impression
As the saying goes, “There is no second chance for a first impression.” Although you might be struggling to name your new law firm, always remember that it’s the gateway to a lasting impression.
Therefore, it is crucial to choose a name that will not only stand out but will also be easy to remember. Since law firms can use more practice focused names, it is highly recommended that you let your potential clients know exactly what your firm specializes in.
This is not to mean that you cannot use your personal names or partners’ surnames. As a rule of thumbs, whenever you are using partners’ names, don’t include junior partners’ names. At the same time, avoid using surnames that can be difficult to mention or remember. Keep in mind that a catchy law firm’s name will always leave a lasting impression.
Understand Your Local Community
As mentioned above, determining the best name for your law firm can be overwhelming. This doesn’t have to be the case. You can enlist the help of your local community to find a suitable name for your law firm.
To do this, you should first understand the requirements of your local community. This is because most, if not all, of your clients will come from your local community. Ensure to get a second opinion from your close friends as well as family members.
After consulting with them, draw a shortlist of names that resonate with your practice and involve your close circle in voting for the best name possible.
Besides consulting your close friends and family, you can go further to carry out in-depth research in your local community. This will go a long way in ensuring that you select a name that has no negative implications on your business.
Like any other business, a name plays an integral role in determining a law firm’s success. Whether you are fresh out of law school or you are simply looking to rebrand your law firm after your law association bar has allowed for more generic names, you should do your due diligence in finding a name that will not only stand out but will leave a lasting impression as well.
Remember that whatever name you choose will have a lasting effect on your prospective clients. By selecting a name that is easy to remember and highlighting your specialty area, you will be starting your practice on a positive footing.