10 pitfalls when changing your firm name
Many accounting practices these days are changing their names, as when Habif, Arogeti & Wynne recently rebranded as Aprio. Names are a sensitive topic, especially to partners who have earned their name on the letterhead. But there has been a trend in the past decade of accounting firms changing their names to bring them greater distinction and recognition in the marketplace—not to mention an easier pronunciation. If your firm is considering a name change, the consulting and branding agency Ingenuity Marketing Group, LLC, of St. Paul, Minn., recommends you avoid these top pitfalls.