Big conveyancing firm makes unusual name Swiitch
Conveyancing boss Suman Dally has revealed a new identity and vision for the future as the major law firm refreshes its image to be more 'human'.
Shoosmiths conveyancing has rebranded to ‘Swiitch’ after its ‘house of brands’ strategy was put into place – a plan that sees the major law firm refreshing its brand and introducing two new brands, including Swiitch.
Shoosmiths’ 110-strong national conveyancing team will now operate as Swiitch, in a move which its head partner, Suman Dally (main picture), describes as “doubling down on the human, personal aspect of conveyancing, but with the technology and expertise to help home buyers and sellers navigate even the most complex residential transactions.”
INTERNATIONAL
Swiitch is a trading name of Shoosmiths LLP – a law firm that serves UK and international clients from offices across the UK and Brussels.
Operating nationally from its bases in Northampton, Milton Keynes, Manchester and Solent, Swiitch will continue to deliver expert residential conveyancing.
Dally, Partner and Head of Conveyancing at Swiitch, says: “Buying or selling a home is an emotional experience.
“It’s not just a major financial decision, but a significant milestone in people’s lives that can come with a sense of trepidation.
“We’ve always prided ourselves on putting clients at ease during this journey – providing a personal service and guiding home buyers or sellers through transactions, no matter the complexity.”
PLATFORM
And she adds: “Our new identity gives us the right platform to continue providing a best-in-class service to our clients and agent partners, but with the tools and technology to deliver the process change that is needed to overcome the hurdles facing the conveyancing industry.
“With Swiitch, we’re focused on keeping things simple and transactions moving, from an offer being accepted, to dreams of picking up the keys on completion day.”
“Our commitment, as it always has been, is to helping clients navigate one of life’s most important events.”
But not everyone seems happy with the move.
One pundit told Today’s Conveyancer: “To market themselves as ‘Swiitch’ does scream factory conveyancing even if they have been that way for a while.
“I received the email last week confirming the re-branding and if you have to put the following statement out “(noting the spelling of Swiitch with double ‘i’).” I could not help but think that it does not inspire much confidence in the branding!”
Marketing firms are enthusiastic about rebranding your business and excel at presenting you with compelling statistics and information about how changing your name or colours can attract a larger audience. However, Shoosmiths has been performing well with its existing brand, “If it ain’t broke, don’t fix it.”
Brand is everything, when the Connells Group acquired the assets of Countrywide, did they rebrand no. When Charles Dunstone acquired Purplebricks did he rebrand no. So why in the name of God ruin a multi-million brand. And on that whoever sold the idea of using Swiitch to Shoosmiths maybe should have taken 30 seconds to look who was using the brand already.
Shoosmiths may have trade marked the name, but someone else has already done so too – monplanswiitch which has trademarked the term swiitch though it does have the second i upside down.
There is a swiitch App, which sells second hand mobiles, then there is The Swiitch Ltd who does hairdressing, and the Switchchangeagency – digital marketing, the list goes on and many have websites – you guessed it Swiitch.
So the question is how swiitched on is Suman Dally, how much did the rebranding company charge – laughing all the way to the bank, and why consign a solid and known brand to the bin out of hubris. And will Shoosmith/Swiitch be contacting some of these companies for copyright infringement … you could not make this up.