Branding
About Lesson

Choosing Your Firm Name

“What’s in a name? That which we call a rose by any other name would smell just as sweet.” – William Shakespeare.

Bill Shakespeare never started a law firm or had to choose a firm name, but his quote still applies here. Your choice of firm name is largely subjective and a matter of personal preference based on your branding choices. It will have no bearing on the quality of your legal representation or your ability to deliver results for your clients.

“Name” Firm Name

The Law Office of William Shakespeare, for example.

Pro: Simple, concise, and lets your target audience know exactly who they will be dealing with.

Con: Doesn’t tell your target audience anything else.

Practice-Focused Firm Name

Family Law Center of Lincoln, Nebraska

Pro: Tells your target audience about your area of practice and where your focus is.

Con: Creates difficulty if you ever wish to diversify your practice.

Hybrid “Name”/Practice-Focused Firm Name

Shakespeare Family Law Group

Pro: Tells your target audience about your area of practice and creates name recognition.

Con: Still creates difficulty if you ever wish to diversify your practice or change your firm’s practice area focus.

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