Trading Up: Law Firms Can Now Have Brand Names, But Should They?

Now, this wasn’t always a thing; but, as of now: law firms in any jurisdiction of the United States can utilize ‘trade names’.  What that effectively means is that, so long as you don’t choose a name that’s misleading, you can select a brand name for your law.  That’s kind of a big deal; because it’s difficult to convey what your offering is to potential clients, simply by naming your law firm after your and/or your partners’ names.  Did you know that the founders of PepBoys tire & auto repair were named: Maurice Strauss, Jack Jackson, Emanuel Rosenfeld and Moe Radavitz?  Try slapping that all onto a sign, and creating brand associations around what you do.  Hence the trade name ‘Pep Boys’.  Yet, lawyers have had to try to make due with a very limited marketing pathway, in certain jurisdictions. 

 

So, now: You can adopt a trade name anywhere.  But, should you?  Probably.  Unless your law firm is winding up; then, don’t waste your time.  Otherwise: do it.  I would also argue that, even if your law firm has existed with one name for quite some time, it may be worth rebranding.  Why?  Two main reasons: First, you can select a name that specifies more directly the service offerings you have for clients.  Naming your law firm ‘The Estate Planning Law Firm of the Northwest’ conveys directly what you do for your potential clients, in the same way that ‘Walmart’ signifies a shopping experience better than ‘Walton’s’.  Second, you can also (or only) attach some measure of whimsy to your law firm.  Instead of directing your brand toward a naked service type, you can offer up an attribute of what you provide, like ‘Pitbull Legal Services’, to describe the aggressiveness, with which you zealously advocate for your clients.  This is similar to how ‘Toro’ markets its lawn maintenance products. 

 

Plus, revamping your brand name can serve as a gateway to upgrading your entire brand, as you’ll probably also be looking at a new logo & color scheme – which lots of law firms could sorely use. 

 

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If you’re ready to talk marketing at a high level.  Just reach out!  We’ve got a brand name(, too)! 

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