What Makes a Great Brand and Firm Name?

A brand name establishes recognition, sets the tone for your business, and tells a story. Where firms are concerned, your name should connect with people on a logical and emotional level. When choosing a new name, that balance is essential. The new name should tell a compelling story, connect to the firm’s proposed brand strategy and create a lasting impression. Selecting a brand name is one of the most critical branding decisions a firm will ever make. Below, we’ve outlined best practices to guide your naming process.

A brand name should:

1. Be short and easy to say, spell, and pronounce.

A short name is memorable and user-friendly. It should ideally have three to four syllables, making it easy and comfortable to pronounce, which is essential for word-of-mouth referrals. The simpler the name is to say and spell, the more likely clients will remember it. In today’s digital-first world, ease of typing the name online is critical for accessibility and visibility.

2. Be appropriate but not too generic.

Generic names fail to differentiate your brand from competitors. In the legal field, many firms use founding partners' names—a solid strategy if those names carry recognition or prestige. However, it’s wise to check for competitors using the same or similar names by conducting a quick Google search and verifying trademarks. This ensures your name is distinctive and avoids costly legal conflicts.

3. Be available as a domain name.

For brand consistency and ease of recognition, your name should be available as a .com domain or the appropriate top-level domain (TLD) for your country or organization. If the domain isn’t available, consider whether it can be purchased. Also, ensure trademark availability to protect your brand from the expensive and disruptive process of renaming later. Losing a name after launching can cause confusion, reduce loyalty, and impact your reputation.

4. Be emotional and sensorial.

While law firms tend to use traditional names, incorporating emotional or sensory elements can make your brand stand out. For example, many companies use names that evoke touch (e.g., "Velvet"), sight (e.g., "BlueSky"), sound (e.g., “TikTok”), or taste (e.g., “Milk” Makeup). These can be especially memorable and powerful if there is a sense of repetition and alliteration, as seen in TikTok. While this is less common in the legal industry, as domain names become scarcer, these creative approaches could create a memorable edge. A firm focused on innovation might consider a modern, sensorial name paired with a tagline that reinforces trust and expertise.

5. Be cross-culturally relevant.

A word’s meaning or connotation can vary across languages and cultures. To avoid pitfalls, consider your target audience’s demographics and cultural backgrounds. Before finalizing your name, research its associations globally. Check search engines for potential conflicts or unintended meanings and eliminate any red flags that could harm your reputation.

Naming Tips for Your Firm

When creating names for law firms, we prioritize the firm’s vision, mission, and values. Here’s how we approach the process:

• Reflect Your Firm’s Vision: Your name should align with the firm's long-term goals and convey its core values and commitments to clients.
• Understand Your Audience: Consider how the name will resonate with clients, employees, and partners. Does it inspire trust, authority, or innovation?
• Embrace Tradition or Stand Out: While some firms opt for traditional partner names to leverage built-in equity, others choose descriptive, values-driven names to differentiate in a crowded market.
• Think Beyond the Name: Your brand name is only one piece of the puzzle. It works in tandem with your logo, tagline, and overall client experience to tell a cohesive story.

Remember: Brands Are Built, Not Born

While a name is a foundational element, your brand grows over time through what you promise and deliver and how clients perceive their interactions with you. Even if a name feels unfamiliar at first, it will gain meaning and value as it becomes associated with your firm’s successes and client relationships. A thoughtful name gives clients and employees a clear sense of who you are and what they can expect from your firm.

Let Cubicle Fugitive help you refine and determine the best name for your firm’s long-term success. From crafting compelling names to envisioning your new visual brand with logos, fonts, colours, images, and websites, we specialize in creating brands that resonate and endure.

Contact us today to begin building a name and brand identity that tells your story and sets your firm apart.