The Mid-Market recap by Hank Grezlak is a follow up from Texas Lawyer on Niche Practices, Law Firm Brands, and Trade Names by Brenda Sapino Jeffreys. Firms are dealing with the possibility of brand awareness in a positive way that makes them stand out compared to other firms.
Gina Rubel, founder, and CEO of Furia Rubel Communications said, “For niche practices, there’s an absolute advantage.” For smaller niche firms their trade names are being tailored more to their craft.” Rubel also noted that trade names can be beneficial for firms that have a limited practice or that serve a particular industry.
Jill Huse, a partner in Society 54 in North Carolina and the president of the Legal Marketers Association shared the benefits of trade names and how the trade name can expand more than the marketing side but also culture.
Besides working with coming up with marketable trade names, firms are spending more time on their new work from home guidelines because of the COVID-19 pandemic. As mentioned in this article some law firms are in a rush to get back into the office depending upon where their state stands of lifting their limitations. Others have seen their employees become very productive during this time too.
Originally published by Law.com: https://www.law.com/mid-market-report/2020/06/19/mid-market-recap-are-trade-names-the-way-to-go-for-some-midsize-firms/ (Subscription required)