I have
often talked about the need for law firm’s to modernise and to communicate with
the public at a level that they understand and to which they can relate.
This certainly
includes the need to embrace modern technology and especially social media.
But what
about names? Does the name of a law firm make any difference to their perception
by the public?
Now I remember
the days when the name of a firm had to include that of at least one partner. So
in Liverpool there were firms with wonderfully
memorable names like Shufflebottom Webster and Shields and Ernest B Kendall and
Rigby. Nottingham boasted the, never to be forgotten,
Rupert Bear and Co.
American firms stick to the formal names model. The longest
name that I am aware of over there is Ziffren, Brittenham, Branca, Fischer,
Gilbert-Lurie, Stiffelman, Cook, Johnson, Lande & Wolf which is a mouthful
by anyone’s standards!
But that rule
has long since gone so that firms can call themselves what they want, within reason
and respectability. Today we read that Merseyside firm CAMPS is rebranding under
the name Your Legal Friend. The idea of that name, presumably, is to show the public
that they are on their side. I have to say that I am not convinced. Don’t people
have legal friends in pubs who give them advice on all sorts of matters? Or aren’t
they the ones who get phone calls from a friend of a friend late at night
asking for free advice on some obscure legal point. Time will tell.
Others have
gone for imaginative titles such as Brilliant Law and Citadel Law, both of
which I really like. They seem to communicate something about the quality of
the work.
But does it
actually matter? Will clients instruct lawyers based on a catchy name or brand?
Some of the world’s leading firms have stuck with traditional titles such as
Clifford Chance or Freshfields. I cannot imagine Hill Dickinson ever rebranding as
ShipsRUs.
Law Firms
do have to be aware of modern trends and to be commercially competitive. My LinkedIn Profile tells me that I am technically connected to 12m people which is the population of Gautemala! Should I relocate? But ultimately
I suspect that most clients are more interested in the quality of the work and especially
the cost. I may be wrong and would love to hear any views to the contrary.
In the
meantime we are sticking to EAD
Solicitors LLP which is not a catchy as some but says who we are!