How to Choose the Best Name for Your Law Firm
When choosing a law firm name, know your audience
The roster of law firms not named after partners is growing. Marketing professionals who advise law firms agree that trade names can be a good option for firms who serve a niche industry or a specific client base (these firms tend to be small, mid-size or even solo practices, and many plaintiffs firms also fall into this category).
For example, if your firm specialises in criminal defence or estate planning, a name hinting at that expertise might have more consumer appeal than a traditional name. The same typically can't be said for larger, full-service law firms that serve a primarily corporate client base. These firms are usually better off with a traditional firm name as to not alienate any of their (many) potential clients.
Generally speaking, prospects who have a more buttoned up culture tend to gravitate toward firms with traditional names. But if your clients consist of tech and startup companies, or if you are a virtual firm, then a non-traditional name might be a good fit.