When I first decided to start my own practice, I didn’t really give too much thought to the name. I knew I didn’t want to practice under my personal name and I wanted something which was a little less ‘traditional’. One night while out for a run, I looked across the bay and the name ‘Bayside’ came to me. I went home, did a quick google search and registered the name ‘Bayside Law Group’. That was that.
Fast forward 18 months and the business and who I was as a business owner had dramatically evolved. I had a greater understanding of who my client was, what they needed and how I wanted to help them. I was not offering a traditional legal service and I focussed on removing the stigma often associated with legal advice and legal professionals. The service I was providing was professional yet personal and easily accessible for clients – I offered flexible consultations and was conscious of ensuring that I was always clear in my communications. It was imperative to me that clients always understood everything I communicated to them. In my opinion legal jargon was best kept for legal boffins.
In my mind, the name ‘Bayside’ no longer accurately reflected my vision for the business or the essence of the service the business offered.
‘Black and Blanco’ means ‘Black and White’ and reflects how I strive to make the legal process for my clients, collaborators and colleagues – transparent, simple and easy. The use of the word ‘Blanco’ (which is Spanish for ‘White’) acknowledges my husband’s Mexican heritage and I recognise that without his support, encouragement and belief, the business would not be where it is today. The use of the Spanish word for white also reflects my love for South America. It was during a trip to Peru 6 years ago that I decided to leave the security of my then corporate legal job and, years later, while hiking in Patagonia, Chile the idea of starting my own practice developed. For me, travelling through South America, has, on two separate occasions, inspired my biggest career moves.
The name ‘Black and Blanco’ tells a story – the story of the business and its evolution, the story of my career and personal evolution and importantly the story of the value I bring to my clients, the essence of the service I offer and how I strive to operate as a business owner and legal professional.
Do you have a great story you’d like to share about your business evolution? If so we’d love to hear it. Please contact us at firstname.lastname@example.org.