Canadian Lawyer

20 J u l y 2 0 1 4 w w w . C A N A D I A N L a w y e r m a g . c o m law offiCE ManagEMEnt The name game Law firm monikers are more about branding and marketing than just your last name but are regulators keeping up with the trends? by Marg. bruineMan p eter Carayiannis knows what's in a name, particu- larly his. He begins with its angli- cization, a translation from its Greek origins. Of the half-dozen options the English version offers, he's chosen to use the simplest one. Even so, it's no easy feat for the average Canadian to spell, pronounce, and remember. In the age of the Internet, that's a tricky thing. He points to a recent study that found Google searches are extremely important for people researching and looking to find a lawyer. According to the U.S. study by FindLaw.com and Thomson Reuters released in April, prospective cli- ents are most likely to turn to the Internet when they're looking for a lawyer. Carayiannis didn't need a study to conclude the days of the Peter Carayiannis Professional Corp. were numbered. In a saturated legal market, he wanted to ensure his business name not only reflect- ed the work, but would be easy for people to remember and search. A quick glance at the offerings in English Canada — Borden, Henderson, Smith, Lyon, Hoskin, Blaney, McMillan, Weir — showed the names of many firms included straightfor- ward and relatively simple-to-spell names. As well, traditional firms are now often known by much shorter trade names. He points to Blakes, Torys, and Gowlings as examples. But Carayiannis didn't have the luxury of time for a natural moniker to develop. After carrying on business under his own name for eight years, Carayiannis launched Conduit Law PC in July 2012. "Conduit Law is very much a business law firm, our clients are businesses, and branding has particular resonance with this client group," says Carayiannis. Surnames remain popular, particularly among lawyers working in very specialized areas of law where a lawyer's name could well resonate in a particular market. But trade names are being recognized as often being easier to remember and friendly to the principals of branding (think Torys LLP versus Tory Tory Deslauriers and Binnington). And they may well reflect a certain area of expertise or approach. A name that fits the lawyer, the law they practise, the market they're in, and their approach could well serve as an effective marketing tool. And marketing has become more integral to the business of law, says Susan Van Dyke, of Van Dyke Marketing and Communications, who advises lawyers. "The name can really break through the clutter of all the marketing and advertising messages that we are all exposed to." Short and concise is effective and takes up less real estate in advertisements and online. But getting it right is important, adds Van Dyke. Having to remedy a name because it contravenes the law society's rules or codes of conduct can be expensive. But, at the same time, understanding how those rules should be applied can be useful. While the LLP may be required to be part peter mitcheLL

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