{"id":5122,"date":"2023-11-08T13:46:21","date_gmt":"2023-11-08T02:46:21","guid":{"rendered":"https:\/\/www.pillarscroll.com\/insights\/how-to-choose-a-name-for-your-law-firm\/"},"modified":"2026-03-10T13:22:50","modified_gmt":"2026-03-10T02:22:50","slug":"how-to-choose-a-name-for-your-law-firm","status":"publish","type":"ps_insights","link":"https:\/\/www.pillarscroll.com\/au\/insights\/how-to-choose-a-name-for-your-law-firm\/","title":{"rendered":"How to Choose a Name for Your Law Firm"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5122\" class=\"elementor elementor-5122 elementor-224\" data-elementor-post-type=\"ps_insights\">\n\t\t\t\t<article class=\"elementor-element elementor-element-5f791e7 e-con-full e-flex e-con e-parent\" data-id=\"5f791e7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b7501eb e-con-full e-flex e-con e-child\" data-id=\"b7501eb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c84459f elementor-position-inline-start elementor-mobile-position-inline-start elementor-view-default elementor-widget elementor-widget-icon-box\" data-id=\"c84459f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\n\t\t\t\t\t\t<div class=\"elementor-icon-box-icon\">\n\t\t\t\t<span  class=\"elementor-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M16.5 21.7504C16.5 21.9494 16.421 22.1401 16.2803 22.2808C16.1397 22.4214 15.9489 22.5004 15.75 22.5004H8.25C8.05109 22.5004 7.86032 22.4214 7.71967 22.2808C7.57902 22.1401 7.5 21.9494 7.5 21.7504C7.5 21.5515 7.57902 21.3608 7.71967 21.2201C7.86032 21.0795 8.05109 21.0004 8.25 21.0004H15.75C15.9489 21.0004 16.1397 21.0795 16.2803 21.2201C16.421 21.3608 16.5 21.5515 16.5 21.7504ZM20.25 9.75044C20.2532 11.0007 19.9708 12.2352 19.4242 13.3597C18.8776 14.4842 18.0814 15.469 17.0963 16.2389C16.912 16.3801 16.7626 16.5615 16.6592 16.7693C16.5559 16.9772 16.5014 17.2059 16.5 17.4379V18.0004C16.5 18.3983 16.342 18.7798 16.0607 19.0611C15.7794 19.3424 15.3978 19.5004 15 19.5004H9C8.60218 19.5004 8.22065 19.3424 7.93934 19.0611C7.65804 18.7798 7.5 18.3983 7.5 18.0004V17.4379C7.49985 17.2086 7.44712 16.9824 7.34587 16.7766C7.24462 16.5709 7.09754 16.3911 6.91594 16.2511C5.93325 15.4857 5.13754 14.5069 4.58904 13.3886C4.04054 12.2703 3.75362 11.0419 3.75 9.79638C3.72563 5.32825 7.33688 1.60732 11.8013 1.50044C12.9013 1.47393 13.9955 1.66774 15.0195 2.07046C16.0434 2.47317 16.9765 3.07666 17.7638 3.8454C18.5511 4.61414 19.1766 5.5326 19.6035 6.54671C20.0305 7.56083 20.2503 8.65011 20.25 9.75044ZM15.5306 9.96982C15.461 9.90008 15.3783 9.84477 15.2872 9.80702C15.1962 9.76928 15.0986 9.74985 15 9.74985C14.9014 9.74985 14.8038 9.76928 14.7128 9.80702C14.6217 9.84477 14.539 9.90008 14.4694 9.96982L12 12.4401L9.53063 9.96982C9.3899 9.82909 9.19902 9.75002 9 9.75002C8.80098 9.75002 8.61011 9.82909 8.46938 9.96982C8.32864 10.1105 8.24958 10.3014 8.24958 10.5004C8.24958 10.6995 8.32864 10.8903 8.46938 11.0311L11.25 13.8108V17.2504C11.25 17.4494 11.329 17.6401 11.4697 17.7808C11.6103 17.9214 11.8011 18.0004 12 18.0004C12.1989 18.0004 12.3897 17.9214 12.5303 17.7808C12.671 17.6401 12.75 17.4494 12.75 17.2504V13.8108L15.5306 11.0311C15.6004 10.9614 15.6557 10.8787 15.6934 10.7876C15.7312 10.6966 15.7506 10.599 15.7506 10.5004C15.7506 10.4019 15.7312 10.3043 15.6934 10.2132C15.6557 10.1222 15.6004 10.0395 15.5306 9.96982Z\" fill=\"#F2158E\"><\/path><\/svg>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t\t<span  >\n\t\t\t\t\t\t\tKey Takeaways:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-127afdf elementor-widget elementor-widget-text-editor\" data-id=\"127afdf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>1. There is no perfect name, but there are plenty of ways to get it wrong. The objective of this guide is to help you choose a name that will avoid issues for you in the future.<\/p><p>2. Test, test, test. Check your potential firm name using Pillar &amp; Scroll\u2019s Naming Tests.<\/p><p>3. Following our process, you can go into the naming process with your eyes open and be aware of the risks and pitfalls. The most common advice is to begin the process by looking for a firm name with an available domain name. This approach can sometimes lead to some strange choices &#8211; and it can be difficult to unwind once the decision is made.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb15edb elementor-widget elementor-widget-text-editor\" data-id=\"cb15edb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Unpopular opinion:<\/strong> The name alone has little or no impact on whether a prospective client chooses your law firm. You only have to look at the number of law firms that have changed names over the years due to mergers, acquisitions or changes in personnel. Those firms didn\u2019t gain or lose any business on their firm\u2019s name alone.<\/p><p>We believe it\u2019s an important decision because:<\/p><ol class=\"ps-ol mb-0\"><li>It\u2019s difficult to change (and, as such, a costly exercise)<\/li><li>Getting it wrong brings an array of unwanted and sometimes expensive problems<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7195a8f elementor-widget elementor-widget-text-editor\" data-id=\"7195a8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>There is no <i>right <\/i>name. But there are many ways to get your law firm\u2019s name wrong.<\/p><p>This guide will show you how to develop a shortlist of names and avoid common and uncommon mistakes.<\/p><p>We hope this resource gets you thinking and helps you go into the process with your eyes open. After all, once you\u2019ve decided on the name &#8211; it\u2019s one less decision you need to worry about moving forward, and you can get on with the real work!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68744ad h3 elementor-widget elementor-widget-heading\" data-id=\"68744ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Our Recommended Process for Choosing Your Law Firm\u2019s Name<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-568c94f elementor-widget elementor-widget-image\" data-id=\"568c94f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"770\" height=\"400\" src=\"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2023\/11\/pillar-scroll-how-to-choose-a-name-for-your-law-firm-post-image-1.webp\" class=\"attachment-full size-full wp-image-1549\" alt=\"Photo for How to choose a name for your law firm in Recommended Process Section\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32f24ae elementor-widget elementor-widget-text-editor\" data-id=\"32f24ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>First, let\u2019s look at the <span class=\"text-nowrap\">high-level<\/span> overview of the process \u2013 and then move to a detailed list of factors to consider.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41c13da h4 elementor-widget elementor-widget-heading\" data-id=\"41c13da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1.  Understand the rules<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e11838 elementor-widget elementor-widget-text-editor\" data-id=\"1e11838\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Some jurisdictions have specific rules about law firm naming. These rules can range from using partners&#8217; names only to avoiding names that could be misleading or imply a connection with a government agency. Check with your local or national bar\/law association to understand what&#8217;s allowed.<\/p><p>Our thinking is that before you get into the fun part (coming up with ideas), it\u2019s worthwhile understanding all of the constraints.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2487b3 h4 elementor-widget elementor-widget-heading\" data-id=\"c2487b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Decide on the type of name<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6545815 elementor-widget elementor-widget-text-editor\" data-id=\"6545815\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Your law firm&#8217;s name sends a message to the world. Before even considering the specific name, we think it&#8217;s worthwhile taking the time to consider your firm\u2019s desired market positioning:<\/p><p>Here are some guidelines to help:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a88b645 e-flex e-con-boxed e-con e-child\" data-id=\"a88b645\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-805d340 e-con-full e-flex e-con e-child\" data-id=\"805d340\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-edbda05 h5 elementor-widget elementor-widget-heading\" data-id=\"edbda05\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Your offering and market positioning<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b913e3 elementor-widget elementor-widget-text-editor\" data-id=\"7b913e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Premium service offering or traditional law firm<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f03858 elementor-widget elementor-widget-text-editor\" data-id=\"6f03858\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Mass market or specific niche<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf50e36 elementor-widget elementor-widget-text-editor\" data-id=\"bf50e36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Alternative legal service providers or new business models<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6f7effb e-con-full e-flex e-con e-child\" data-id=\"6f7effb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0faddd8 h5 elementor-widget elementor-widget-heading\" data-id=\"0faddd8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">Common naming type<\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c97f8 elementor-widget elementor-widget-text-editor\" data-id=\"84c97f8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Name based on the surnames of partners<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd43098 elementor-widget elementor-widget-text-editor\" data-id=\"dd43098\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Literal, descriptive names<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0395013 elementor-widget elementor-widget-text-editor\" data-id=\"0395013\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Abstract or created names<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-785d3c8 elementor-widget elementor-widget-text-editor\" data-id=\"785d3c8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>As you can imagine, the answer to these questions will help you decide on the type of names to brainstorm and the names that you can ignore.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60295b2 h4 elementor-widget elementor-widget-heading\" data-id=\"60295b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. Brainstorm name ideas<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d526a43 elementor-widget elementor-widget-text-editor\" data-id=\"d526a43\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Now that we have some parameters and direction, it&#8217;s time for you to start writing down every idea that pops into your head. At the brainstorming stage &#8211; there are no wrong answers!<\/p><p>Once you\u2019ve done that, ask ChatGPT to do the same.<\/p><p>Here are some example prompts to get you started:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-066520b elementor-widget elementor-widget-text-editor\" data-id=\"066520b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Prompt: \u201cGive me 50 examples of a law firm name combining the two surnames of the partners, [surname] and [surname]\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebc01f2 elementor-widget elementor-widget-text-editor\" data-id=\"ebc01f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Prompt: \u201cGive me 50 original law firm names that include the meaning of [descriptive word]. Here are my examples: [insert your examples].<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d53ef2 elementor-widget elementor-widget-text-editor\" data-id=\"0d53ef2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Prompt: \u201cGive me 50 fabricated names for a law firm. Here are my examples: [insert your examples].<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2d78a6 elementor-widget elementor-widget-text-editor\" data-id=\"c2d78a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Let\u2019s look at a fictitious example where the jurisdiction dictates that the law firm must include the partners\u2019 surnames (or initials).<\/p><p>Partners:<br \/>Jane Pearson<br \/>X Schmidt<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-661e056 h5 elementor-widget elementor-widget-heading\" data-id=\"661e056\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Human brainstorm<\/h4>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b73b164 e-con-full e-flex e-con e-child\" data-id=\"b73b164\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b5a6d47 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"b5a6d47\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li>Pearson &amp; Schmidt<\/li><li>Pearson Schmidt<\/li><li>PearsonSchmidt<\/li><li>P&amp;S Law<\/li><li>P&amp;S Lawyers<\/li><li>P&amp;S Legal<\/li><li>Schmidt &amp; Pearson<\/li><li>Schmidt &amp; Pearson Law<\/li><li>Schmidt &amp; Pearson Lawyers<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1146b63 elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"1146b63\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li>Schmidt &amp; Pearson Legal<\/li><li>SchmidtPearson<\/li><li>S&amp;P Law<\/li><li>S&amp;P Lawyers<\/li><li>S&amp;P Legal<\/li><li>Pearson, Schmidt &amp; Associates<\/li><li>Schmidt, Pearson &amp; Associates<\/li><li>Pearson, Schmidt &amp; Co<\/li><li>Schmidt, Pearson &amp; Co<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0efa51a h5 elementor-widget elementor-widget-heading\" data-id=\"0efa51a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">ChatGPT-generated<\/h4>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ea098c6 e-con-full e-flex e-con e-child\" data-id=\"ea098c6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b2e9e5a elementor-widget elementor-widget-text-editor\" data-id=\"b2e9e5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li>Pearson &amp; Schmidt Law<\/li><li>Schmidt-Pearson Associates<\/li><li>Pearson-Schmidt Law Group<\/li><li>Law Offices of Pearson &amp; Schmidt<\/li><li>Pearson Schmidt Legal Partners<\/li><li>Schmidt and Pearson Law Firm<\/li><li>Pearson &amp; Schmidt Legal Services<\/li><li>Schmidt Pearson Law Consortium<\/li><li>Pearson &amp; Schmidt Associates<\/li><li>Schmidt &amp; Pearson, Attorneys at Law<\/li><li>Pearson Schmidt Legal Consultancy<\/li><li>The Law Offices of Schmidt and Pearson<\/li><li>Pearson and Schmidt Legal Advisors<\/li><li>Schmidt Pearson Law Professionals<\/li><li>Pearson &amp; Schmidt Law Practitioners<\/li><li>Schmidt &amp; Pearson Legal Group<\/li><li>Pearson Schmidt Law Corporation<\/li><li>Schmidt and Pearson, Legal Professionals<\/li><li>Pearson &amp; Schmidt Law Advisors<\/li><li>The Schmidt Pearson Law Collective<\/li><li>Pearson &amp; Schmidt: Legal Counsel<\/li><li>Schmidt &amp; Pearson Law Union<\/li><li>Pearson and Schmidt Law Coalition<\/li><li>The Law House of Schmidt &amp; Pearson<\/li><li>Pearson Schmidt Legal Alliance<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e4a2ab elementor-widget elementor-widget-text-editor\" data-id=\"6e4a2ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li>The Schmidt Pearson Law Society<\/li><li>Pearson &amp; Schmidt Legal Syndicate<\/li><li>Schmidt Pearson Law Guild<\/li><li>Pearson &amp; Schmidt Law League<\/li><li>Schmidt &amp; Pearson: Law and Advocacy<\/li><li>Pearson Schmidt Jurisprudence Partners<\/li><li>The Law Network of Pearson &amp; Schmidt<\/li><li>Pearson and Schmidt, Counselors at Law<\/li><li>Schmidt Pearson Law Alliance<\/li><li>Pearson &amp; Schmidt, Legal Consortium<\/li><li>Schmidt &amp; Pearson Advocates<\/li><li>Pearson Schmidt Law Federation<\/li><li>Schmidt Pearson Legal Union<\/li><li>Pearson &amp; Schmidt, Legal Coalition<\/li><li>Schmidt &amp; Pearson, Law Society<\/li><li>The Pearson Schmidt Law Guild<\/li><li>Pearson &amp; Schmidt, Solicitors and Advocates<\/li><li>Schmidt &amp; Pearson, Legal Syndicate<\/li><li>Pearson and Schmidt Jurists<\/li><li>Schmidt Pearson, Law Practitioners<\/li><li>Pearson &amp; Schmidt, Law League<\/li><li>Schmidt &amp; Pearson, Legal Federation<\/li><li>Pearson Schmidt Advocacy Group<\/li><li>The Schmidt Pearson Law Network<\/li><li>Pearson &amp; Schmidt, Legal Jurists<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d33f1b4 h4 elementor-widget elementor-widget-heading\" data-id=\"d33f1b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. Combine, cull and prioritise the list<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e2da53 elementor-widget elementor-widget-text-editor\" data-id=\"3e2da53\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Once you have all the possible names written down, combine them into one list.<\/p><p>Ruthlessly cull any names that simply won&#8217;t work or are just terrible. For example, I am confident you can remove: \u201cPearson Schmidt Law Federation\u201d, \u201cSchmidt &amp; Pearson, Legal Syndicate\u201d and \u201cPearson &amp; Schmidt, Legal Jurists\u201d.<\/p><p>From there, prioritise the names by your personal preferences.<\/p><p>You could prioritise from 1 to 10 (or however many names you have left), or you could put them in groups such as \u2018Good\u2019, \u2018Better\u2019, \u2018Best\u2019.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebf3a93 h4 elementor-widget elementor-widget-heading\" data-id=\"ebf3a93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. Run it through the Pillar &amp; Scroll Naming Tests<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e71173 elementor-widget elementor-widget-text-editor\" data-id=\"1e71173\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>We know you want to check if your best names have an available business name and domain name.<\/p><p>Please do this instead.<\/p><ol class=\"my-4 ps-ol\"><li>Prioritise the names<\/li><li>Run your preferred names through our tests<\/li><li>Then see if the business names and domain names are available<\/li><\/ol><p>When we jump directly to verifying the availability of business and domain names, it&#8217;s tempting to begin modifying our shortlisted options &#8211; particularly when we discover that our top choices are already claimed.<\/p><p>For example, if your ideal name is \u2018P&amp;S Law\u2019 and the domain \u2018pslaw.com\u2019, is taken, the natural next step is to start getting \u2018creative\u2019.<\/p><p>Oh! <span class=\"text-nowrap\">\u2018schmidt-pearson-law.com\u2019<\/span> is available. And so are \u2018pearschidlawyers.com\u2019, \u2018pslaw.online\u2019 and \u2018pslegalgroup.biz\u2019. Not good.<\/p><p>Get the name right, then check the domain.<\/p><p>Follow our naming tests. We bet you will take something away from the exercise &#8211; and you may even save a lot of money and stress.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a3624e9 h4 elementor-widget elementor-widget-heading\" data-id=\"a3624e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6. Check if the domain is available.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be3782e elementor-widget elementor-widget-text-editor\" data-id=\"be3782e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Ok, so you have a list of names that have passed the Pillar &amp; Scroll naming test.<\/p><p>Now it\u2019s time to check what domain names are available.<\/p><p>We have written a separate guide on this: <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.pillarscroll.com\/insights\/law-firm-domain-name-selection\/\">\u2018How to choose a domain name for your law firm\u2019<\/a><\/span>.<\/p><p>The short version is:<\/p><ol class=\"my-4 ps-ol\"><li>Get the .com if you can<\/li><li>For <span class=\"text-nowrap\">non-US<\/span> firms who use .com, get your main country code domain (e.g. .co.uk, .com.au)<\/li><li>Avoid weird domain suffixes. For example: .online, .biz, .xyz. All of these are bad.<\/li><li>Try to avoid .legal or .law. They\u2019re not as well adopted as the above, but they are becoming more acceptable.<\/li><li>There is zero value in \u2018keyword stuffing\u2019 your domain name (for example: <span class=\"text-nowrap\">ps-family-and-criminal-lawyers.com<\/span> will not help you perform well on Google for \u2018family lawyers or criminal lawyers\u2019<\/li><\/ol><p>We recommend GoDaddy when registering your domain. For domain name registrations, there is little difference between providers.<\/p><p>For some domain name extensions, you may need an entity in the region to be able to register the domain. If so, skip to the next step and then come back and register your domain.<\/p><p>At the same time, it&#8217;s worth registering a username on your social media accounts. I can\u2019t think of a single instance where I would recommend a social media username as a factor in your firm\u2019s naming decision.<\/p><p>With <span style=\"text-decoration: underline;\"><a href=\"https:\/\/brandsnag.com\/social-media-handle-checker\" target=\"_blank\" rel=\"noopener\">this tool<\/a><\/span>, you can check your username availability en masse.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9716d4 h4 elementor-widget elementor-widget-heading\" data-id=\"d9716d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">7. Register your business name, trademarks, etc.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e92c2b7 elementor-widget elementor-widget-text-editor\" data-id=\"e92c2b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Register the legalities once you have decided on the name and secured the domain name.<\/p><p>Business registrations and trademarks are outside our wheelhouse.<\/p><p>You may be able to do these yourself. Alternatively, speak to your accountant and an IP lawyer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0f60f5 h4 elementor-widget elementor-widget-heading\" data-id=\"b0f60f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">8. Congrats! You have your business name.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ae61f7 elementor-widget elementor-widget-text-editor\" data-id=\"2ae61f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Wooo! That\u2019s one less decision to make.<\/p><p>Now to the <span class=\"text-nowrap\">all-important<\/span> tests.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c67bde h3 elementor-widget elementor-widget-heading\" data-id=\"3c67bde\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Pillar &amp; Scroll Naming Tests<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5868512 elementor-widget elementor-widget-image\" data-id=\"5868512\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"770\" height=\"400\" src=\"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2023\/11\/pillar-scroll-how-to-choose-a-name-for-your-law-firm-post-image-2.webp\" class=\"attachment-full size-full wp-image-1553\" alt=\"Photo for How to choose a name for your law firm\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f2a92c elementor-widget elementor-widget-text-editor\" data-id=\"0f2a92c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>There are plenty of ways to name your law firm. We covered the types of names briefly &#8211; but let\u2019s look at each in a bit more detail and run through the appropriate testing for each type.<\/p><p>Some of the most common are:<\/p><ol class=\"ps-ol mb-0\"><li>Using your surname or a group of surnames<\/li><li>A literal, descriptive name incorporating your firm\u2019s services or market<\/li><li>An abstract or created word, which may incorporate a desirable trait or legal vernacular<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4547e1d h4 elementor-widget elementor-widget-heading\" data-id=\"4547e1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Surname-based names<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90d3d60 elementor-widget elementor-widget-text-editor\" data-id=\"90d3d60\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Example: Pearson &amp; Schmidt Lawyers<\/em><\/p><p>Law firms that use one or a small number of surnames in their name is a <span class=\"text-nowrap\">long-held<\/span> tradition in the profession. (Can it be called a tradition if it was forbidden to do otherwise?)<\/p><p>We believe it is still the best approach for law firms that want to position themselves as a premium legal services provider.<\/p><p>It is a perfectly good approach &#8211; but let&#8217;s work through all the considerations of this naming approach.<\/p><p>The first question the leaders of the firm should ask themselves is &#8211; who goes first?!<\/p><p>This is obviously not an issue if you are the sole principal and plan to keep it that way. But if you have two or more partners, how will you decide who goes first? Here are some suggestions:<\/p><ul class=\"ul-circle\"><li><strong>Alphabetical<\/strong> &#8211; this is always a safe option!<\/li><li><strong>Seniority<\/strong> &#8211; if there is a clear senior partner, it may make sense to use their surname first<\/li><li><strong>Flow<\/strong> &#8211; an incredibly unscientific approach to naming, but some naming orders just sound better than others<\/li><\/ul><p>This brings us to arguably the more important consideration &#8211; <strong>shortened versions of the name.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf7e610 h5 elementor-widget elementor-widget-heading\" data-id=\"cf7e610\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Shortened versions of names<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7884d16 elementor-widget elementor-widget-text-editor\" data-id=\"7884d16\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>There are no definitive rules to how they apply &#8211; but there are some common patterns in the legal industry. We use the world\u2019s largest law firms to demonstrate examples of these patterns.<\/p><h5 class=\"fw-semibold\">Single names<\/h5><ul class=\"ul-circle\"><li>Linklaters<\/li><li>Cooley<\/li><li>Ashurst<\/li><\/ul><h5 class=\"fw-semibold\">Two names<\/h5><p>As we move into two names, the shortened names become more apparent. It\u2019s worth noting that we don\u2019t view this, alone as a negative or positive &#8211; but it is worth going into this process with an understanding of what might happen.<\/p><p>Examples of firms commonly referred to by their two names:<\/p><ul class=\"ul-circle\"><li>White &amp; Case<\/li><li>Jones Day<\/li><\/ul><p>Examples of firms that are sometimes referred to by a shortened name:<\/p><ul class=\"ul-circle\"><li>Baker &amp; McKenzie = \u2018Bakers\u2019<\/li><li>DLA Piper = \u2018DLA\u2019<\/li><li>Clayton Utz = colloquially known as &#8216;Clutz&#8217;<\/li><li>Clifford Chance = \u2018CC\u2019<\/li><\/ul><h5 class=\"fw-semibold\">Three or more names<\/h5><p>If you have three or more surnames in your firm name, you will find people will rarely refer to it by its full name outside of any official use.<\/p><p>In some instances, it is clear that the law firm has adopted the shorter name (officially and unofficially), or seeded the market to use the shorter name. In other circumstances, the firm is simply referred to a shortened name by others. Examples include:<\/p><p>Three names:<\/p><ul class=\"ul-circle\"><li>Norton Rose Fulbright = \u2018NRF\u2019 or \u2018Norton Rose\u2019<\/li><li>Herbert Smith Freehills = \u2018HSF\u2019<\/li><li>Freshfields Bruckhaus Deringer = \u2018Freshfields\u2019<\/li><li>Mallesons Stephen Jacques (now King &amp; Wood Mallesons) = \u201cMallesons\u201d or \u201cMallies\u201d<\/li><\/ul><p>Four or more names:<\/p><ul class=\"ul-circle\"><li>Skadden, Arps, Slate, Meagher &amp; Flom = Skadden\u2019<\/li><li>Quinn Emanuel Urquhart &amp; Sullivan = \u2018Quinn Emanuel\u2019<\/li><li>Wachtell, Lipton, Rosen &amp; Katz = \u2018Wachtell\u2019 or \u2018WLRK\u2019<\/li><\/ul><p>Consider the firms that you know with three or more names. You will notice that in most instances, the commonly used version of the name will be an acronym, or referred to by the first or first two names.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52fefdf h5 elementor-widget elementor-widget-heading\" data-id=\"52fefdf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">\u2018Stress Test\u2019 the Official and Likely Shortened Names<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07c5143 elementor-widget elementor-widget-text-editor\" data-id=\"07c5143\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Should you go down the path of using surnames in the name, we recommend that you consider the following tests:<\/p><ul class=\"ul-circle mb-3\"><li><strong>Is it acceptable?<\/strong> Are the shortened versions of the name acceptable by your firm and by the community? Does an acronym spell something that would be not ideal (e.g. offensive words or words with a negative meaning).<\/li><li><strong>Is there a conflict?<\/strong> Does the shortened version conflict with other law firm names? For example, if you name your firm <em>\u2018Chilwell &amp; Cooper\u2019,<\/em> you will unlikely be referred to as &#8216;CC\u2019 as this is already in use. The firm may be referred to as \u2018Chilwell\u2019. How does \u2018Cooper\u2019 feel about that?<\/li><li><strong>Is it hard to manipulate?<\/strong> If you combine the names in some way, what does it spell? A fictitious example to illustrate our point: Crookshank &amp; Mildred Lawyers might attract the undesirable name, &#8216;Crooked Lawyers&#8217;.<\/li><li><strong>Are there unintended word combinations in digital format?<\/strong> When all the names are combined and formatted in lowercase for email and website domains, do they spell anything undesirable? Another fictitious example: \u2018Smith &amp; April Legal\u2019 = smithaprillegal.com<\/li><li><strong>Is it easy to pronounce?<\/strong> Are the names easy to pronounce for your geographic market? Will it be an easy enough name for people to say every time?<\/li><li><strong>Is it easy to spell? Are the names easy to spell for your geographic market?<\/strong> For example, some names may use letters pronounced differently in different languages. Having others misspell your firm name can cause much frustration &#8211; especially in printed materials.<\/li><li><strong>Is the name predominantly made up of common names?<\/strong> Some surnames are very common and if used in isolation, may not be distinctive enough or hard to secure.<\/li><li><strong>Is it search engine friendly?<\/strong> We are <span style=\"text-decoration: underline;\"><strong>not<\/strong><\/span> talking about using keywords in the name. (More on this later).<\/li><\/ul><p>We\u2019re more concerned that the name or the shortened name has another use case.<\/p><p>When people search for the firm name on Google, will they be able to find you easily at the top of the results page?<\/p><p>By way of another fictitious example, \u2018Cruise\u2019 is a surname and an industry. A search for \u2018Cruise Lawyers\u2019 generates search results for law firms that specialise in helping travellers injured on a cruise).<\/p><p>Other examples to avoid:<\/p><ul class=\"ul-circle mb-3\"><li>Adages: If your surname is Murphy (e.g. Murphy\u2019s Law)<\/li><li>Universities: Yale (e.g. Yale Law School)<\/li><li>Technology: Fictitious example, Arps &amp; Ingham Lawyers (e.g. \u201cAI Lawyers\u201d)<\/li><\/ul><p>There are countless examples and combinations of this. We\u2019ve encountered issues with names similar to celebrities, diseases and, quite simply, other businesses in non-legal industries.<\/p><p>It&#8217;s worth noting even if you have &#8216;lawyers&#8217;, attorneys&#8217;, &#8216;law&#8217;, or &#8216;legal&#8217; at the end of your name, people may still search without it.<\/p><p>As a general rule, sharing a competing name with big businesses or any topic related to something that the government, an educational provider or the media might produce content about is often an unsolvable problem (or, at best, a very costly exercise).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97e8adc h5 elementor-widget elementor-widget-heading\" data-id=\"97e8adc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Future-proof your name<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53953c4 elementor-widget elementor-widget-text-editor\" data-id=\"53953c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Neither you nor I can predict the future. But there are some things you may want to think through before settling on the name &#8211; especially if there are multiple partners.<\/p>\n<p>At the risk of repeating ourselves, the firm name isn\u2019t a deciding factor in a prospect&#8217;s decision-making process. We are just trying to help you avoid future hassle!<\/p>\n<ul class=\"ul-circle mb-0\">\n<li class=\"mb-4\"><strong>A partner leaves<\/strong> &#8211; What happens to the firm name if a named partner leaves? Whilst working at a law firm in Melbourne, our firm recruited named partners from other firms &#8211; twice. Both original firms still operate and have since changed their names to an acronym.<\/li>\n<li class=\"mb-4\"><strong>Sale event<\/strong> &#8211; What happens to the firm name if your firm acquires other firms, it\u2019s acquired, or there is a succession strategy in place? Do you think this will cause any issues?<\/li>\n<li class=\"mb-4\"><strong>Named partner name changes<\/strong> &#8211; What if a named partner changes their name? Think marriages and separation.<\/li>\n<li class=\"mb-4\"><strong>You need to drop one name<\/strong> &#8211; Can the name be easily changed and still work if one of the partners does something the firm needs to distance itself from?<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2c563a1 e-flex e-con-boxed e-con e-child\" data-id=\"2c563a1\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-045c903 h5 elementor-widget elementor-widget-heading\" data-id=\"045c903\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">My real experience<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d96bd24 elementor-widget elementor-widget-text-editor\" data-id=\"d96bd24\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>I once worked at a law firm in Sydney.<\/p><p>I remember the elevator door opening and overhearing the receptionist answering the phone in this manner. (I\u2019ve changed the names for the sake of this exercise, but I have kept the exact script and number of syllables).<\/p><blockquote><p><strong>&#8220;Thank you for calling Schmidt Gambini Pearson Lawyers incorporating the practice of Kelly &amp; Schmidt Lawyers; how can I help you?&#8221;<\/strong><\/p><\/blockquote><p>32 syllables. Don&#8217;t do this.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff17123 h4 elementor-widget elementor-widget-heading\" data-id=\"ff17123\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Literal, descriptive names<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e416d62 elementor-widget elementor-widget-text-editor\" data-id=\"e416d62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Example: Australian Family Lawyers<\/em><\/p><p>Law firms that describe what they do (or who they help) in their name are typically adopted by specialist practices. For example, it doesn\u2019t really work (or at least, work well) when applied in a generalist sense. \u2018New York Law Firm\u2019 or \u2018General Lawyers\u2019 are poor names.<\/p><p>There is merit in being literal &#8211; it alleviates any confusion.<\/p><p>Real firm name examples include \u201cFood Legal\u201d, \u201cSydney Criminal Lawyers\u201d, \u201cAviation Lawyers\u201d.<\/p><p>There is no ambiguity about what these law firms do or who they serve.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f708e0d h5 elementor-widget elementor-widget-heading\" data-id=\"f708e0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Considerations to test with this approach <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31ec4a8 elementor-widget elementor-widget-text-editor\" data-id=\"31ec4a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li class=\"mb-4\"><strong>Consider the testing attributes from the surname section<\/strong><br \/><ul class=\"my-2\"><li>What might the name be shortened to?<\/li><li>Is it acceptable?<\/li><li>Is there a conflict?<\/li><li>Is it hard to manipulate?<\/li><li>Are there unintended word combinations in digital format?<\/li><li>Is it easy to pronounce?<\/li><li>Is it easy to spell?<\/li><li>Is it predominantly made up of common names?<\/li><li>Is it search engine-friendly, from the perspective that you can rank for the firm name easily?<\/li><\/ul><\/li><li class=\"mb-4\"><strong>Does it convey a perceived lack of prestige?<\/strong> Rightly or wrongly, in the legal industry, there is less prestige associated with firm names that are literal and descriptive. It\u2019s worth noting that this perception is not necessarily negative. If your firm\u2019s client acquisition strategy is focused on a high volume of transactions or appealing to the mass market, this approach can work to your advantage.<\/li><li><strong>Will it be difficult to diversify?\u00a0<\/strong>It should go without saying, but if your firm name is literal and descriptive, it makes it difficult to expand outside the specific geography or practice area. Here is a fictitious example to illustrate our point: Toronto Immigration Lawyers. If you have any intention of expanding outside of Toronto or practising in different areas, you may wish to reconsider that part of the name.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-af31e79 e-flex e-con-boxed e-con e-child\" data-id=\"af31e79\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0e2e98e h5 elementor-widget elementor-widget-heading\" data-id=\"0e2e98e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Marketing thoughts<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ca60d8 elementor-widget elementor-widget-text-editor\" data-id=\"4ca60d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>I recommend against including your geographic location in your name.<\/p><p>In today\u2019s digital era, we have become more accustomed to accessing services virtually. For example, we are based in Melbourne, Australia. Our business lawyers are headquartered in Sydney (about a 90 minute flight) &#8211; and I have never met them in person &#8211; even though I travel to Sydney regularly. They can assist me with federal (Australia) and state (Victoria) laws, despite not physically being situated in Victoria.<\/p><p>Geographic proximity is becoming less of a deciding factor for people.<\/p><p>Unless the laws that you help clients with are hyperlocal &#8211; or the region that you serve has a very specific, dominant industry (for example, a wine region) and that is the core differentiating benefit of your practice, we\u2019d recommend avoiding this approach.<\/p><p>The tactic of adding name to the location was popular when Google* didn\u2019t serve search results based on your location. For example, in Australia, to find a local doctor, we would need to type in \u2018doctor [suburb]\u2019 or otherwise we would be shown results of doctors based in The United States!<\/p><p>Thankfully, Google added \u2018localisation\u2019 functionality many years ago and this is a thing of the past.<\/p><p>(*To really show my age, I could have also included a reference to the Yellow Pages directory books)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73d2e3d h4 elementor-widget elementor-widget-heading\" data-id=\"73d2e3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Abstract or created names<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-536fac6 elementor-widget elementor-widget-text-editor\" data-id=\"536fac6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em>Example: Shine Lawyers<\/em><\/p><p>An abstract or fabricated firm name can be one way to stand out from competitors who use more traditional names. From our research, firms that adopt abstract or created names are often operating with <span class=\"text-nowrap\">non-traditional<\/span>, partnership models.<\/p><p>Some common types of abstract of created names include:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d212b7c h5 elementor-widget elementor-widget-heading\" data-id=\"d212b7c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Aspirational, real words<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ad08eb elementor-widget elementor-widget-text-editor\" data-id=\"1ad08eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tThese names often have no direct relationship to the services of the law firm but instead employ catchwords or phrases that may evoke a certain sentiment.\n\nSome examples:\n<ul class=\"ul-circle mb-0\">\n \t<li>Freedom Law Firm<\/li>\n \t<li>Elite Law<\/li>\n \t<li>Aspire Lawyers (Quite literally, aspirational!)<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ccaf6f7 h5 elementor-widget elementor-widget-heading\" data-id=\"ccaf6f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Created words<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8502e11 elementor-widget elementor-widget-text-editor\" data-id=\"8502e11\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Often used by alternative legal service providers or legal technology companies, created words may be completely original or could be a blend of two words.<\/p><p>Some examples:<\/p><ul class=\"ul-circle mb-0\"><li>Inventus Law<\/li><li>Canadim Immigration Law Firm<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b23b02 h5 elementor-widget elementor-widget-heading\" data-id=\"3b23b02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Created words, inspired by legal terms<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83d7e06 elementor-widget elementor-widget-text-editor\" data-id=\"83d7e06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Bringing a legal term into the name is a common way to develop a firm name that avoids the traditional approach but still includes reference to \u2018law\u2019.<\/p><p>Some examples:<\/p><ul class=\"ul-circle mb-0\"><li>GoToCourt Lawyers<\/li><li>Justitia<\/li><li>LegalVision<\/li><li>LexBridge<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da59eca h5 elementor-widget elementor-widget-heading\" data-id=\"da59eca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Considerations to test with this approach <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9269ea elementor-widget elementor-widget-text-editor\" data-id=\"e9269ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li class=\"mb-4\"><strong>Consider the same testing attributes from the surname and literal names sections<\/strong><br \/><ul class=\"my-2\"><li>What might the name be shortened to?<\/li><li>Is it acceptable?<\/li><li>Is there a conflict?<\/li><li>Is it hard to manipulate?<\/li><li>Are there unintended word combinations in digital format?<\/li><li>Is it easy to pronounce?<\/li><li>Is it easy to spell?<\/li><li>Is it predominantly made up of common names?<\/li><li>Is it search engine-friendly, from the perspective that you can rank for the firm name easily?<\/li><li>Does it convey a perceived lack of prestige? (Does that matter?)<\/li><li>Will it be difficult to diversify? (Does that matter?)<\/li><\/ul><\/li><li class=\"mb-4\"><strong> Double-back to pronunciation:<\/strong> For this type of naming approach, pronunciation can be a real stumbling block. How else might someone pronounce the word if you have created something from scratch?<\/li><li class=\"mb-4\"><strong>How does the chosen name make others feel?<\/strong> For surnames and literal names, the desired feeling is \u2018it is what it is\u2019. When going down this road, I believe it\u2019s well worth testing with others. Ask people for an honest reaction to the name.<p>Pay close attention to their response. Here is some friendly advice for you to consider: If the name is a created word, you should expect people to ask, \u2018What does it mean?&#8217; Ideally, you will have a good answer to that &#8211; because it will come up, again and again.<\/p><p>If the name is an aspirational word, you should expect people to ask, \u2018Why is that your name?&#8217; Again, you will want a good response.<\/p><p>If people start suggesting alternatives, it might be worth rethinking the name.<\/p><\/li><li><strong>Is it memorable?<\/strong> To be honest, this is really hard to test. However, when testing the name with others, take note if they ask you to repeat the name. It\u2019s probably a good sign that it\u2019s difficult to remember.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8a149a6 e-flex e-con-boxed e-con e-child\" data-id=\"8a149a6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60a0bb3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"60a0bb3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb2f3d6 h3 elementor-widget elementor-widget-heading\" data-id=\"fb2f3d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Final Thoughts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e2ea26 elementor-widget elementor-widget-text-editor\" data-id=\"6e2ea26\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Whether you opt for using surnames, descriptive names, abstract names, or acronyms, it&#8217;s important to run your chosen name through our tests.<\/p><p>Renaming your firm and the subsequent rebranding is an exercise that most law firms can do without.<\/p><p>If you would like help with the process, or would just like an objective view on your shortlist, book a consultation call with our legal marketers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Choosing your law firm&#8217;s name is an important decision but perhaps not for the reasons that you may be thinking. <\/p>\n","protected":false},"author":7,"featured_media":5123,"template":"","categories":[240],"tags":[],"class_list":["post-5122","ps_insights","type-ps_insights","status-publish","has-post-thumbnail","hentry","category-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to choose a name for your law firm | Pillar &amp; Scroll<\/title>\n<meta name=\"description\" content=\"Choosing your law firm&#039;s name is an important decision but perhaps not for the reasons that you may be thinking.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pillarscroll.com\/au\/insights\/how-to-choose-a-name-for-your-law-firm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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