When you start a law firm, one of the first decisions is what to call it. A lot of lawyers default to using their own name. It feels personal, credible, and familiar. Plus, the tradition of naming firms after founding partners runs deep.
But is that the best move for your long-term growth? Maybe. Maybe not. The name you choose will shape how clients see you, how you market yourself, and how easy it is to grow beyond your own workload.
Here’s a breakdown of the pros and cons of naming your firm after yourself.
Pro: Built-In Trust and Recognition
If your name is already known in your community or industry, using it as your firm name can fast-track credibility. People feel more confident hiring someone whose name they recognize.
This is especially true for solo attorneys or those in small, relationship-driven practice areas. Your name is your brand.
Pro: Simpler Personal Branding
When your name is on the door, your personal reputation and your firm’s reputation are directly linked. That makes personal branding efforts like public speaking, writing articles, or networking even more valuable.
Clients associate your expertise directly with the firm. That can lead to more referrals and higher trust upfront.
Pro: Prestige Factor in Certain Practice Areas
In some areas of law, using your name still carries prestige. Estate planning, high-end litigation, and boutique firms often lean into the founder’s name because clients expect a personal touch.
If you’re playing in those circles, your name can actually be a strategic asset.
Con: Harder to Scale
If your long-term goal is to build a team and eventually step back from daily client work, a personal name can get in the way. Clients may expect to work with you, not your associates.
That can make it harder to delegate, harder to grow, and harder to sell the business someday if you want to exit.
Con: Limits Your Marketing Flexibility
A firm based on your name can feel limiting when you want to expand practice areas or locations. A more brand-focused name can adapt as your firm evolves.
Plus, creative brand names can stand out more in crowded markets where many firms sound the same.
Con: Blurs Personal and Business Identity
When your name is your business, it’s harder to create separation. That can blur boundaries, especially when it comes to online presence, reviews, and social media.
It also means any reputation hits—fair or unfair—impact your business directly.
How to Decide
If you plan to stay solo or keep your firm small and relationship-driven, using your name might make the most sense.
If you want to grow, build a team, or position the firm as a standalone brand, a non-personal name can give you more flexibility.
Your Firm Name Sets the Tone for Growth
The name you choose today can shape your options tomorrow. Think about what you want your firm to look like in a few years, then pick a name that supports that vision.