The Name Game: Law Firm Trade Names Are Still Underutilized
During and after the pandemic, bar associations removed certain rules that were antithetical to remote practice, including so-called ‘ bona fi d e office’ rules, in many jurisdiction s . Now, while not directly related to remote practice, bar associations also took aim at the prohibition (in some jurisdictions ) on brand names . These days, not a single bar association ethics code proscribes the use of brand names by law firms. And yet, the majority of law firms still choose a business names with the principal lawyers’ names in it. In many ways, that’s a missed opportunity. A brand name confers lots of benefits on law firms . First, just slapping someone’s name on a business, offers up nothing about what the business does . With a brand name, you can allude to, or define , the services you deliver . For example, if you add ‘injury’ to the brand name for a personal injury law firm, that gives folks a ...