Ep. 283 - What's in a Name? Branding Your Law Firm

In this episode, Allison and guest Elliot dive into the crucial decision every lawyer faces when starting a practice: should you name your business after yourself or choose a fictitious name? Elliot shares his aspirations of expanding his practice across multiple cities in California and his interest in creating a brand that embodies the essence of the state.

Allison and Elliot explore the benefits and challenges of both branding options, considering factors such as legacy, client perception, and personal excitement. They also discuss the emotional and strategic aspects of choosing a name that not only resonates with potential clients but also fuels the owner's passion and vision for growth.

Key Takeaways:

1. Consider Your Vision for Growth: When planning to expand, a fictitious name can offer broader appeal and flexibility across multiple locations.
2. Think About Legacy: If passing the business to the family is a goal, both personal and fictitious names can work, but ensure the name aligns with the long-term vision.
3. Client Perception: A name that resonates with the region or practice area can create immediate recognition and trust.
4. Personal Excitement: Choose a name that excites and motivates you, as this energy will translate into your business growth efforts.
5. Learn from Others: Gather insights from other professionals who have made similar decisions to inform your choice.