Case Study: Strategic Renaming for the DeJesus Law Group

The Challenge: Preparing a Law Firm for Growth and Transition

When the DeJesus Law Group came to us, they were planning for the future. This estate planning firm in New Smyrna Beach, Florida, had built a solid reputation, but the name itself had become a limitation. It was rooted in family legacy, which worked when the business started. But as they prepared for growth and a potential transition or sale down the road, the family name no longer aligned with where they were headed.

They needed a name that could support expansion, attract a broader client base, and position the firm as something larger than a single-family practice. The challenge was doing this without losing the professional credibility and trust they'd already built.

Our Approach: Aligning Name with Brand Values

Renaming isn't just about picking something that sounds good. It's about strategically shaping how the business will grow. We started with an in-depth review of their brand values, mission, and what their clients actually expected from them. From there, we worked to create a name that would resonate with their target audience, communicate trust and expertise, and support future expansion or acquisition.

Coastal Legacy Law is Born

After research and collaboration, we landed on Coastal Legacy Law. The name reflects their geographical location, their commitment to preserving legacies, and their specialization in estate planning. It positions them as a regional authority while making it clear what they do.

The Impact: A Brand Built for the Future

The transition to Coastal Legacy Law positioned the firm for long-term success. The new name aligns with their vision, making them more appealing to a broader client base and to potential future investors or buyers. It also allows them to expand their team beyond family members while maintaining the trust and credibility they'd worked hard to establish.

Final Thoughts: The Power of a Name

For Coastal Legacy Law, the name change was a strategic business decision that will shape how the firm grows and evolves. They now have a future-proof identity that supports their goals instead of limiting them.

If your business is at a crossroads and needs a name that aligns with your long-term vision, we're here to help. Book your free consultation here.