Branding Your Firm, Tools and Tactics To Up Your Marketing, and the “Name Game” | Rebroadcast

So today we're going to start with a conversation about law firm names, which is maybe more interesting than you ever thought possible.

So naming a law firm is actually a thing, right? And if you're a lawyer or a consumer of legal services, more often consumers of legal services, you know that law firms usually have terrible names.

Let me just give you a sample of some actual law firm names.

I'm not making any of these up.

Boring and Boring.

That sounds exciting, right? Or not.

Pain and Fears, LLP.

Lowball and Lynch.

Bicker and Bicker.

It's kind of appropriate, right? And then we have the immortal Allen, Allen, Allen, and Allen.

It's a lot of Allens.

I'm guessing that's a family-based law firm.

And then this is my favorite one of all.

Ziffrin, Brittlebaum, Bianca, Fisher, Gilbert, and Zwick Stifelman.

Zwick Stifelman has a little apostrophe in it.

LLP, right? That's the whole name of the firm.

I'm sure that URL is very easy to spell, right? So what kind of information do law firms like this offer to legal consumers? None, right? Unless I know Attorney's Week Stifelman, that's probably not going to be a super appealing law firm name for me.

And it doesn't necessarily tell me anything about the brand of the firm.

Certainly doesn't tell me anything the firm does, right? Consumers don't necessarily want to know who you are, broadly speaking.

They want to know what you do, what your experience is.

Now, brand names like Coca-Cola, those tend to better communicate a unique sales proposition, right? That differentiates you from the market in many ways.

And brand names end up becoming synonymous with brands.

So if I said Amazon, you immediately know what I'm talking about.

If I say Netflix, you immediately know what I'm talking about.

Netflix also was named after like internet movies, right? That's Netflix.