I run a two-person accounting firm with my brother. We've been operating under our surname for about five years now, but I'm starting to wonder if that was the right call. A potential client told me last week that they almost didn't call because they assumed we were a father-son shop nearing retirement. Has anyone here transitioned away from a surname-based name, or is it better to just stick with it and build recognition?
Branding
Should a professional services company use a personal surname?
Surnames are fine if you're a law firm that's been around for a hundred years. For everyone else, they can box you in. I'd ditch it before you get too much signage printed.
Changing a name is expensive and confusing for existing clients. We kept our surname for twelve years because it was on everything. The real question is whether the name is actively costing you business. One comment from one prospect isn't a trend.
I'd be more worried about the 'two-person' part than the surname. Some clients like knowing they're dealing with the actual owners. A surname can signal that.
We rebranded from a surname to a neutral name about three years ago. It took a full year before our regulars stopped using the old name in emails. Legally it was straightforward. Practical annoyance was the bigger issue.
That's the part I'm worried about. We've got five years of invoices and letterhead and and a modest local reputation. Not massive, but not nothing.
If you're worried about looking like a father-son shop, you could keep the surname and add a descriptor that signals scale. Something like 'Surname & Associates' even if it's just the two of you. Slightly misleading but common.
Honestly depends on your growth plan. If you ever want to bring in non-family partners, a surname becomes awkward fast. Better to change now than after you've hired someone who isn't a relative.
That last point is the one I'd weigh most. Expanding a surname firm can create weird dynamics. Clients call and ask for 'the Smiths' and the new hire has to explain they aren't one.
Also worth noting that plenty of successful professional services firms have surnames. It's not a death sentence. But the fact that you're asking probably means it's already nagging at you.