The Name Game: Law Firm Trade Names Are Still Underutilized

During and after the pandemic, bar associations removed certain rules that were antithetical to remote practice, including so-called ‘bona fide office’ rules, in many jurisdictions. 

 

Now, while not directly related to remote practice, bar associations also took aim at the prohibition (in some jurisdictions) on brand names.  These days, not a single bar association ethics code proscribes the use of brand names by law firms. 

 

And yet, the majority of law firms still choose a business names with the principal lawyers’ names in it. 

 

In many ways, that’s a missed opportunity. 

A brand name confers lots of benefits on law firms.  First, just slapping someone’s name on a business, offers up nothing about what the business does.  With a brand name, you can allude to, or define, the services you deliver.  For example, if you add ‘injury’ to the brand name for a personal injury law firm, that gives folks a sense for what you do.  As a jurisdictional-based practice, you can also use local landmarks in your brand name, to cement your position in the community.  Second, it’s easier to pass work along to associates or staff, if your name isn’t on the door – consumers are buying the firm, not just you.  Third, when it comes time to sell the firm (if you choose to do so), your brand name can add to the value, by allaying one of the main concerns of purchasers – what happens when the attorney whose name is on the door, exits the business?  Finally, a brand name allows you to stand out from the crowd of lawyers, whose business names all kind of sound the same – you get to be the creative, innovative one. 

 

What’s in a name?  Quite a bit, as it turns out. 

 

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If you want to further discuss law firm branding, just reach out! 

Through a unique partnership between the bar association and Jared Correia's Red Cave Law Firm Consulting, Vermont Bar Association members have access to experienced law practice management consultants at a special discounted rate.

To get started, visit Red Cave's Vermont Bar Association landing page, and start running your law practice like a business.