Step 2: Decide on Your Firm's Name
Generally, when naming a law firm there are two approaches- traditional or trade names.
Traditional Names
Most law firms use traditional names, which are those that use real names. This could be your name, a combination of partners’ names, or a retired or deceased partner’s name.
Many people like the traditional use of last names as firm names and feel it gives a sense of professionalism and enhances personal recognition and prestige within the legal community.
However, traditional names can blend in and be harder to remember, making it difficult to stand out in a crowded market. If the firm evolves or expands, consider how the name could accommodate changes in partnership over time. Keep in mind that the firm’s reputation will be closely tied to the named individuals, which can be both a strength and liability.
Trade Names
Trade names are a type of brand name that uses more descriptive language.
Until recently, a number of jurisdictions banned the use of trade names for lawyers in private practice. Now, all jurisdictions within the U.S. permit trade names, so long as the trade names are not false, deceptive, or misleading.
Trade names can be more creative and distinctive, making it easier to build a unique brand identity and can be designed to resonate with specific target audiences or convey particular values. A trade name could enhance online visibility and search engine optimization.
However, when using a trade name, you will need to make sure the trade name clearly differentiates the firm from competitors and aligns with the brand values. You also should double check that the name meets all local and state regulations for legal practice names. To some audiences, a trade named law firm may seem less credible than a traditionally named law firm.
General Considerations for Either Approach
When you have some name ideas narrowed down, check to see if a domain name or social media handles would be available for that name.
You should also check your state’s secretary of state website to see if another business is already using that name. Even if someone else is already using that name, you may still be able to use it by registering your business as one name, and then have a DBA as your desired name. (The acronym DBA stands for ‘doing business as.’ A DBA is any registered name that a business or person does business under that is not its legal name.) You should also make sure you won’t be infringing on any trademarked names.
Whether traditional or trade it’s best if the name is easy to remember, pronounce, and spell. Also consider how the name will be perceived by your target clients and the legal community.
How I Named Hope Immigration
From the early stages of thinking about naming my firm, I was always drawn to using a trade name. The thought of using my last name didn’t sit right with me- it made me feel like the firm was put in a box and that my personal branding was even more so tied to the firm than it already needed to be. Practically, as an unmarried woman, when I do get married and change my last name, I would then feel the need to change my firm name as well, throwing away much of the branding and name recognition I would have built up until that point.
Actually choosing a firm name though was arguably one of the most difficult steps of starting a law firm. I spent months brainstorming, googling, and asking everyone I know for ideas.
One day, I was reading Jeremiah’s letter to the exiled Jews in Babylon. He wrote:
4 This is what the Lord Almighty, the God of Israel, says to all those I carried into exile from Jerusalem to Babylon: 5 “Build houses and settle down; plant gardens and eat what they produce. 6 Marry and have sons and daughters; find wives for your sons and give your daughters in marriage, so that they too may have sons and daughters. Increase in number there; do not decrease. 7 Also, seek the peace and prosperity of the city to which I have carried you into exile. Pray to the Lord for it, because if it prospers, you too will prosper.” 8 ….11 For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.
Jeremiah 29
While reading, I thought about how many immigrants, particularly those seeking Asylum, Humanitarian Parole, or TPS, may not want to be here, away from their home, family, friends, and culture. They may be living here because their home is not safe. Yet, they will build houses and settle down, marry, have children, and seek the prosperity of their city of residence in the US. For my clients that are in tough situations, I want them to have a hope for their future here.
For those that are applying for a family-based green card, they have a hope to be near family.
People applying for an employment-based status have hopes for their careers.
Some people just have hope to start a new life in a new place.
For these people, I want to be able to help them live out their hoped-for-future by taking care of the immigration aspect.
I also wanted to have “immigration” as part of the name so that it was clear to potential clients and the legal community that my firm provided immigration representation.
From this, Hope Immigration became the name I chose!
I hope this article was helpful as you consider what to name your law firm!
Until next time,
Sarah