Whether you’re opening a new law firm or looking to rebrand, it’s important to choose a name that your audience will identify with.
Posted on June 5, 2021Whether you’re opening a new law firm or looking to refresh your current branding, it’s important to choose a name that your audience will identify with. This name will last with your firm for a lifetime and will have an impact on everyone at the firm. It will impact marketing, reputation, lead generation and more.
If you’re feeling the pressure, take a deep breath. The information in this blog will help you pick a marketable law firm name that will keep you compliant (yes, there are rules) and stand out from the sea of law firms.
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Like anything in the legal industry, the law firm name you choose has regulations. In general, as defined by the ABA, your law firm name shouldn’t mislead the public about its services. This includes names that could be confused as a government agency or partnership.
While there are strict regulations to consider, some states have become more relaxed on the rule. Depending on the state, firms can use “trade names.” This means they can use anything other than names of those associated with the law firm.
The ABA amends regulations from time to time, so it’s important to watch for updates both at a national and state-level.
As previously mentioned, law firms have the control to get creative with their names with the option of utilizing trade or non-traditional names. While certain states don’t allow trade names (check if yours does) Regulations have loosened over the years allowing law firms to get creative with their names. Here are a few things to keep in mind while brainstorming.
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It may seem like it’s a tradition for law firms to use family or partners’ last names, but it’s more of a requirement. Some states haven’t adopted the “trade names” rules and this is the only option for those law firms. Whether you’re opting for this route or have no choice based on your state, be sure to order the names in a way that flows. Play with different variations to find the best fit both verbally and visually.
For those law firms in “trade name” states, you may want to consider incorporating your practice area(s) in your name. You’ll want to be careful when adding in your practice area to make sure you’re not misleading the public or limiting your firm’s services. If you plan to expand your firm’s offerings, the practice area you choose today may not reflect the services you want to offer later.
The size of your law firm can be a marketing point and draw in potential clients. However, it’s another component that could be misleading. If you’re a solo practitioner, adding “associates” can make the public think you have several attorneys working at firms – this can get you in trouble. Overall, adding “associates,” “firm,” or “group” is a common addition to law firm names.
Whether you pick last names or practice areas, your services need to be clear. More specifically, that you’re providing legal services. Adding “group” or “firm” to your name doesn’t always translate as a law firm to the public. Law firm names can be easily interchangeable as a financial firm or real estate group depending on how it’s worded.
An example of a clear legal name could be: “Jones and Jones Legal Group” or “Jackson Litigation.” These names use legal industry terms and are easily identifiable to the public. If you want to get more specific, you could add in your practice area.
