Best Practices for Announcing a Law Firm Name Change


Changing your law firm’s name is a significant event that can have a lasting impact on your brand identity and client relationships. Transitioning from the names of your firm’s founding partners to an acronym involves careful planning and strategic execution to ensure a smooth transition. Here are some best practices and a suggested timeline to help you navigate this process.

Develop a Clear Rebranding Strategy

First and foremost, understand and communicate the rationale behind the name change. Clearly articulate why the firm is making this move and what benefits it brings. This ensures that everyone, both internally and externally, understands and supports the change.

Set clear objectives for the rebranding. Are you aiming to modernize the firm’s image, reflect a broader scope of services or refresh the brand? Defining these goals will guide your strategy.

Engage key stakeholders early in the process. Involving partners, senior associates and administrative staff will ensure their buy-in and support for a successful transition.

Create a Detailed Timeline

Pre-Announcement Phase (2-3 months before the name change):

Announcement Phase (1 month before):

Announcement Phase (Launch day and immediately afterward):

Post-Unveiling Phase (1-3 months after announcement):

Best Practices for Rebranding Execution

Tools and Resources

To manage this law firm name change project efficiently, utilize project management tools to keep track of tasks and deadlines. Design software can help you create cohesive branding materials, and email marketing platforms can manage your email campaigns. Social media management tools will help you schedule and monitor posts effectively.

Rebranding your law firm from a name-based identity to an acronym is a complex but rewarding process. By following a clear strategy and timeline, engaging stakeholders and maintaining consistent messaging, you can ensure a successful transition. Remember to leverage available tools and resources to manage your workload efficiently.

If you have any questions or need further guidance, reach out to professionals who have gone through similar projects through the Legal Marketing Association or via LinkedIn. Their insights can provide valuable perspective and help you avoid common pitfalls!


Copyright © 2025, Stefanie M. Marrone. All Rights Reserved.
National Law Review, Volume XIV, Number 177