Whether 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 your firm’s marketing, reputation, and lead generation.
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.
Rules and Regulations
Like anything in the legal industry, the law firm name you choose has regulations. In general, as defined by ABA Rule 7.1, your law firm’s name shouldn’t mislead the public about its services. For example, using terms or names that could confuse the public about the firm’s services or structure is prohibited.
In some states, law firms are permitted to use “trade names,” which allows firms to use names that are not tied to the individuals in the firm. This provides more flexibility in branding, as long as the trade name remains truthful and not misleading. However, trade names are not universally accepted, and the regulations can vary significantly by jurisdiction. It’s essential to consult your state bar’s guidelines, as what’s permissible in one state may not be in another.
Additionally, the ABA amends regulations from time to time, so it’s important to watch for updates both at the national and state level.
Naming Options
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.
Family Names
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.
Practice Areas
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.
Think About Size
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.
Avoid Confusion
Whether you pick last names or practice areas, your services need to be clear. More specifically, 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 “Gonzalez Litigation.” These names use legal industry terms and are easily identifiable to the public. If you want to get more specific, you could add to your practice area.
Legal Items to Consider
Check on Availability
It may not be top of mind, but you’ll want to choose a law firm name with an available website domain. For obvious reasons, having a URL that is representative of your law firm will help your SEO efforts and guide prospective clients to you. Additionally, it will save you the possibility of running into a pricey trademark infringement suit. A quick search using any domain registrar, such as GoDaddy or Namecheap, can help you verify availability.
Verify for Trademarks
Conducting a thorough trademark search is critical to avoid legal complications. While several paid tools like Corsearch or CompuMark offer comprehensive searches, you can start with a free search using the United States Patent and Trademark Office (USPTO)’s Trademark Electronic Search System (TESS). This tool allows you to check for existing federally registered trademarks.
In addition to federal searches, it’s important to check for state trademarks, which can be found on your state’s trademark database, as well as common law trademarks, which cover unregistered names used in commerce. Searching online, business directories, and industry databases can help with this.
Consider a Consultant
If you don’t have marketing staff, you may want to consider outsourcing a professional. A marketing consultant (especially one who specializes in law firm marketing) can help you identify your brand voice, and key audiences, and ultimately guide you to choosing a marketable name. The consultant can also confirm that your name is available and handle trademarking if needed.
Once you have a law firm name you’re proud of, you’ll want to put it everywhere — client intake forms, invoices, your website, and more! This is just the first step in building your law firm’s reputation and standing out in the competitive legal industry.
