Starting a Law Firm - Naming the Firm

One of the first things you need to do when starting a law firm is to pick a law firm name. It may sound easy, but when you start thinking about it, a lot goes into a name. The name of your law firm not only gives you something to put on a sign and register as a domain, it sets the stage for your success in the future.

First, your law firm name should connote confidence, experience, trustworthiness, and a small sense of toughness. "How can one name do all this?" you might ask. It's not hard if you take the time to sit down and think of a name. The first thing you should realize, though, is that insert your name law office does not evoke any of those emotions. So throw that idea out the door. Now, before you get all tied up in a bind, it is important to know that you don't have to evoke all of those emotions in all people. Just make sure you don't create the opposite feelings and you should be okay.

Second, your law firm name should be easy to remember. Why, you might ask? Well, you want people to talk about your firm, right? It is much easier to talk about the great services someone received from you if the name is short, sweet, and to the point. And even more important, it is easy for the person being told about how great you are to remember your name the next time they need legal services.

When starting your law firm the most important thing is to establish a brand, an image, something people think of (and that makes people think of you). The first two steps accomplish this and begin the process of establishing you and your law firm as a staple in the community. This will track down to your logo, your website, and all of your other marketing tools (and make it easier to get those going).

Third, a law firm name should help you accomplish and important goal when you are small and am important goal when you are big (should you choose to grow). When starting a law practice it helps you if people think you are bigger and more established than you really are. Now, I am not advocating telling people you are a ten person law firm if it is just you. But think about the difference in seeing "Law Offices of Joe Schmoe" on a business card versus "Peak Law Firm." The second not only sounds more professional but sounds bigger and more established. That only helps when you are trying to get people signed up.

The other thing it does is allow a law practice to grow and take on more people without losing its brand an image. There is no need to change the names on the door when someone comes or goes, and clients are buying the experience of the firm, not of the person with the name on the door. This makes it easier for the other attorneys you hire to become established quickly, and it allows clients to feel comfortable with any attorney they get - allowing you to delegate more work as your law practice becomes established and successfull.

So, as you can see, naming a law firm when opening a law practice is no easy feat. As with many of the other decisions concerning lifestyle and law firm work philosophy, the path that is chosen forms the basis for your law practice. So remember this when starting your law firm, and choose wisely.