The impetus for renaming often stems from mergers or demergers. While the conventional method merges existing names, this can overlook new opportunities and fail to convey your intended proposition. Some contemporary law firm structures now mirror broader naming and branding trends, engaging diverse audiences in novel ways.

Working with you and your knowledge, we carry out a brief review of the competitive landscape. We will draw up a short-list of names and propose these names for your consideration. We will evaluate the names based on a key set of criteria. Evaluating the brand name is critical. Skills in linguistics, marketing, brand trends and naming approaches all need to be applied creatively to develop a name that resonates with your target audiences. Common considerations of a new brand name will be memorability, uniqueness, recognition as well as softer considerations around appearance and sound.

It isn’t just creating a name that is the challenge. It can also be challenging to get your key stakeholders to agree on a new name. Individuals will often fall in love with a name as soon as they hear it, regardless of whether it is suitable, or not. It is essential to understand the criteria which the name must meet before the process begins to help balance out the heart and head.