Rebranding. Think of it like a wardrobe refresh. From time to time, most of us feel the need to buy new clothes. Why? To adapt to changing tastes. To reflect the new person we’ve become over the years. To replace what was once nice but now, well, isn’t anymore. (Yes, Jim in Accounting, we are all aware—because you never fail to mention it—that you’ve been wearing the same clothes since 1998. We get it. You saved a ton of money over the years. Good for you! But how many dates have you gone on lately? Yeah, that’s what we thought.)
What about you? Has it been a while since your law firm updated your branding? Still rocking that website from 2012? Oh, you saved some money? We bet! But how’s the influx of new clients? Not so good, huh? Well, you might learn a thing or two from Jimbo in Accounting. And when it comes to rebranding in the legal space, the first new item of clothes you should consider is your name. (No, Jim in Accounting. This doesn’t apply to you. Your mom named you Jim in Accounting for a reason.)
The Evolution of Legal Firm Branding: From Partner Lists to Marketable Names
Traditionally, branding in the legal field was centered around the names of the partners. Firms were often identified by a list of partners, reflecting the hierarchical structure of the organization. You know what we’re talking about, thrillers like: “Smith, Smith, Smith, and Smith, Attorneys at Law: a Smithville, TN Legal Practice.”
However, as the legal industry became more competitive and client-centric, a shift occurred towards more marketable and memorable names. You know, something like “Veritas Legal Advisors.” Or “Smitty: A Legal Experience.” Or “Smith4 Legal.” We kid on those last two, of course. (Or do we?) Either way, this change to naming practices aimed to establish unique identities for firms that were distinct from the individual partners.
Streamlined Company Names Are More Memorable and More Easily Travel By Word-of-Mouth
Choosing a streamlined company name offers several advantages. Firstly, a concise and memorable name can leave a lasting impression on potential clients. It helps establish brand recognition and makes word-of-mouth referrals easier. For instance, which burger joint is easier to remember and recommend to others? “Five Guys” or “Smith and Sons: Partners in Hamburger Creation”? Exactly.
Secondly, a well-crafted name can lead to better positioning in the market. Moving away from partner names to keywords that highlight the firm’s core expertise can help convey your firm’s specialization and attract the right target audience. For instance, “Workers’ Guardian Legal” stands out from a sea of partner names and immediately suggests a focus on workers’ rights.
Finally, a streamlined name provides flexibility and adaptability as the company evolves. It avoids being tied to specific individuals or areas of practice, ensuring longevity and scalability. You don’t want to be forced into a rebrand every time one of the Smiths at “Smith, Smith, Smith, and Smith, Attorneys at Law” retires.
Story Time: Making the Wise Choice at Wise Carter
Once upon a time, Mad Genius took on a new legal client called Wise Carter Child & Caraway, P.A. Attorneys at Law. A talented firm full of talented people, they were ready for a major rebrand, one that would take them away from the traditional to something modern, catchy, and inviting.
The first step, of course, was their name. After understanding their current branding, the new direction they wanted to go, and their desire to keep their name recognizable to their existing clients, the answer was clear: Wise Carter. It’s quick and catchy. “Wise” does double duty as a partner name and a descriptor of the firm’s reputation for legal wisdom. And it remains true to the firm’s roots while modernizing for new audiences. They were happy. Their clients were happy. We were happy (except for Jim in Accounting; he legally changed his name to The Accountant Formerly Known as Jim, and it hasn’t gone over well).
Rebranding your company is an opportunity for transformation and growth. By rethinking your company’s name, you can align it with your strategic goals, differentiate yourself from competitors, and create a lasting impression in the minds of your clients. Embracing a streamlined and marketable name is a crucial step in the rebranding journey, enabling you to communicate your firm’s values, expertise, and aspirations effectively.