The Significance of a Law Firm’s Name
When embarking on the journey of establishing a law office, one of the most fundamental yet challenging decisions you will face is that of choosing a name. The name of your practice is a cornerstone of your identity and brand, making it a critical component for legal marketing success . For potential clients, the name of your firm is often their first impression of you and your services. Therefore, selecting a name for your law firm is an opportunity to convey professionalism, competence, and legal expertise. It’s crucial that your law firm name resonates with the legal services you offer and aligns with your core values.
Law Office Name Legal Issues
All reputable law firms, large or small, want to do the right thing. No matter how much they might want to stretch the limits of what is permissible by professional conduct rules, they don’t want to violate bar association rules on law office designations either. A law office name that is deceptive, misleading, false, unauthorized, or unprofessional can (and will) go horribly wrong.
The ethical rules of the jurisdiction in which the lawyer or law firm is licensed may specify what can and cannot be in a law office name. Generally, the ethics rules will govern the law office or firm name but with respect to law office signs, other advertising restrictions imposed by law could apply. For example, California imposes restrictions on lawyers and law firms who specialize in a certain field of law or wish to be designated a "certified specialist" in a certain legal area.
You also need to watch out if you use or plan to use a special designation or "title" in your law firm name. For example, certified specialist designations or similar titles may not be permitted within your jurisdiction. There also may be other restrictions on using an unauthorized law office name, such as "Defender of The Supreme Court" or "Legal Wizard," an office name derived from another company’s trademarked product or service.
Sales or purchase of a law practice or a law firm are often a cause for an ethics violation. Many jurisdictions have strict requirements for notifying current and past clients before a law practice or firm is sold, bought, or merged with another practice. A law office name that doesn’t comply with the rules governing sales/purchases or mergers can cause problems.
Interestingly, a law firm name can also violate business regulations. For example, U.S. bankruptcy lawyers must obtain authorization to advertise. In order to comply with their state’s laws, bankruptcy lawyers cannot use terms such as "associate," "member," "partner," or "colleagues" in their title.
Besides these legal restrictions on law firm names, there are many ethical requirements imposed on lawyers and law firms today when selecting a name for the firm. For example, the American Bar Association’s Model Rules of Professional Conduct, Rule 7.5(a), will govern a law office name. That rule states:
A lawyer or law firm with offices in more than one United States jurisdiction may use the same name in each jurisdiction. Otherwise, lawyers or law firms that are not similarly situated may not use the same name. A lawyer may not use in that jurisdiction or elsewhere, by way of trade-mark, advertising, promotion, naming of collaborators, links from websites, other promotions, dissemination of domain names or otherwise, a name that would violate Rule 7.1, or that is otherwise misleading or deceptive about the identity of the lawyer or law firm.
Lawyers should also consider their state’s rules of professional responsibility regarding advertising, the prohibition against using misleading or deceptive statements regarding an attorney’s services. Even though state ethics rules may be somewhat vague about advertising prohibitions, lawyers should keep in mind that the rules do prohibit false and misleading information from being used in an ad. A law office name that uses words or phrases in a deceptive, misleading, or unprofessional manner would violate this rule.
In addition to the more general concerns in other ethics rules, there is also a concern whether a law office name will present itself in such a way as to imply that the quality or standard of the lawyer’s work is superior to that of other lawyers, or that the lawyer is a specialist in or has a unique skill in a particular area of law.
Lawyers are also governed by ethics rules prohibiting the use of a trade name that implies the existence of a connection or affiliation with a specific lawyer or law firm. In addition, there are ethics rules that prevent lawyers from using their law office name that is misleading by stating or implying that the lawyer or firm has received formal recognition for something that is not true.
Many states have also found law firm names that include the city name where an office is located, such as San Francisco Bankruptcy Lawyer, to be misleading, deceptive, and unethical. A lawyer who wants to use a location name needs to check their state’s local rules to make sure using the name or part of it won’t violate the ethics rules in their jurisdiction.
Innovative Tips for Naming Your Law Firm
If you or your firm desires a stand-out name that sets you apart from the crowd, you’ll want to consider more creative strategies for your law office naming efforts.
Team Effort
Relying on a team of individuals can foster an exciting and stimulating discussion. An open, unstructured brainstorming meeting with attorneys and staff can yield a plethora of options.
This process will work more effectively if some rules are followed, to avoid tempering the creative process:
It’s preferable to put these criteria in writing ahead of time and circulate them as widely as possible to preplan for the group meeting. A good starting point for any law office naming effort is to review the objectives and preferences outlined above.
If the process becomes stalled, try one of the following:
Allocate additional time to the firm name selection process. Remaining committed to finding an ideal name which meets the criteria and gaining buy-in from everyone will pay big dividends down the road.
Crowd-Sourced Ideas Online
Highly popular when naming companies and products, crowdsourcing is another excellent option for law firm name generation. There are numerous sites, such as Squad Help, where a crowd comes together road to brainstorm name ideas in real-time. You verbalize the desired qualities you want in the ideal name, then a community of branding experts, and/or marketing firms review your brief, and begin developing creative name ideas.
The crowd is alerted by email or app message when new names appear, allowing you to participate as much or as little as you choose. You can invite colleagues or friends to support your collaborative effort by upvoting your favorite ideas.
Crowdsourcing websites are very effective, but there are variables. For example:
You can increase your chances of finding an available domain name if you retain the services of a professional firm that understands your needs. Unusual spellings or blog-type names (for example: YourLawFirmName.xyz) dramatically reduces the likelihood of finding a .com available.
Professional Naming Firm
Here you’ll have the benefit of experts who specialize in brand naming. They know how to ask just the right questions along the way to stimulate a creative dialogue, and they are accustomed to listening to multiple voices. During this process, you should get a behind-the-scenes look into the naming firm’s creative process. Select a professional naming firm based on its online reviews, it’s experience or by word-of-mouth.
Professional naming firms scan their database of hundreds of thousands of trademarks to steer clear of potential trademark conflicts. Once a shortlist has been created, you will be advised of any potential trademark concerns, allowing you to make an informed decision.
Even within the realm of alternative naming options, it’s advantageous to conduct your own due diligence, ensuring you won’t be stepping on anyone’s toes. There are several ways you can check for registered business names or trademarks that seem similar to potential options:
It’s a tough job to find the right law office name, even with the help of experts. It’s not uncommon to solicit help from your social media followers or people outside of your immediate circle of family, friends and acquaintances. Still, by remaining focused on your law office name objectives and keeping communications open among everyone taking part in the effort, your law office naming efforts will soon be behind you.
Avoiding Common Law Firm Naming Errors
Harnessing creativity can be a slippery slope. When it comes to choosing a name for a law firm, the results can cause a grassroots social media rebellion. The following is a list of common mistakes when selecting a law office name:
- Exaggerating or over-promising how a legal service can benefit your client. For instance, "Oh yeah, we have a 99% success rate!" This sets up unreasonable expectations that can lead to dismal results.
- Striving to be hip or relevant. "We’re all about contemporary case law – You like the old stuff? Please celebrate your literature with someone else." This can alienate those who don’t understand your legal direction. Watch your social sharing numbers tank.
- Choosing cleverness over clarity. Example: "The Big Idea Law Group" Choose law office names that conveys your message about how you practice law, or your focus in a particular area of the law.
- Not bothering to check on availability . No one wants to get into a trademark lawsuit, yet it seems like too many law firms do this without first checking to see if names are taken or available.
- Operating in legal limbo. Permitting a law firm’s DBA to take the legal form of an LLC, LLP, or Corporation may squelch a firm’s ability to grow.
- Rushing the process. Developers and media companies can turn out a website within days. However, this probably is not a luxury law firms can afford. Your website is a primary component of a well-honed marketing system which should be carefully projected with solid attention to detail – including the brand you choose to project via your law office name.
Once you eliminate these common errors, you’ve freed yourself up to sift through a mix of brands that may or may not resonate with you. Continue to hone these choices for the sake of your law firm name, and you’ll maximize the benefits offered by clear thinking, relevant creativity that will appeal to your clients and prospects.
Motivating Examples of Law Firm Names
Quinn Emanuel: This moniker may not be a California native but it has certainly become a household name in the modern legal market. Why? Because the esteemed firm is known for treating its lawyers as equals—no one junior or senior. The implication is that all are treated with respect and this is echoed throughout its branding. In addition to being memorable, the word "quinn" is easily associated with the number five, which is fitting for a five-year-old company to have grown into a top firm.
Perkins Coie: A global firm with a winning reputation, a name like Perkins Coie tends to fly under the radar (perhaps by accident) and is expected not to be flashy. While this name embodies the old adage of "keeping it simple," it is a classy title with easy memorability.
Gunderson Dettmer: Originally founded in 1975, Gunderson Dettmer has transformed itself into a reputable firm representing startups to fortune 500 companies. Today it’s one of Silicon Valley’s most acknowledged firms. The co-founders paired their names together to create this clever name. It’s neither dull nor whimsical, but rather the perfect medium for an entrepreneurial firm.
How to Evolve Your Law Office Name With the Times
Adapting Law Firm Names for Digital and Global Practices
How do you choose the correct firm name for both digital and offline marketing?
While your firm’s name is central to its brand, it will be used in many different ways. For example, it will be used on your website domain, email addresses, Twitter handle, Facebook page and more. A law firm name that would have worked just fine a decade ago may need to be modernized so it can adapt to digital tools.
A good test to help determine if your firm name will work in both digital and offline environments is to conduct a search on your favorite social media networks (Facebook, LinkedIn and Twitter, for example) for the name you’re considering. Search for both "pages" – the profile for businesses, organizations, and/or public figures – and "people" – profiles for individuals. If your desired firm name is available as a "page," you’re good to go; if it’s not, then you’ll want to adapt it in some way so that it is available.
You’ll also want to conduct a quick search on GoDaddy.com for the name domain for a pre-2013 . com domain. If the domain is available, you may want to buy it. If it’s not, then you’ll also need to adapt your law firm name.
The biggest change that many firms will have to make when selecting a new firm name is to go global. For example, while your firm is based in New York, and your ideal clients are also based in the tri-state area, your global expansion plans may include working with a company with interests in Boston.
Using a geographic name that focuses on New York may not be the best option for your firm. While the name may clearly say to potential clients that you’re based in New York, you may not be able to market in all states if your firm has an international reach.
In order to have a geographical-specific name, your firm may need to forego global outreach and only market in the region you initially intended. If you want to have global options, law office names that are short and memorable, such as The Boston Defense Group, or is not bound by one geographic area, are typically better choices, because they will work for any location you decide to expand into.