Hardly a week goes by lately—sometimes not even a day—without another law firm announcing a rebranding effort, complete with a new website, new logo and often a new, shortened name. Who can blame them for touting their efforts? Firms spend a lot of time and money on market research, branding experts, merchandise and launch parties for clients.

Most firms will say that the rebrand is about the client and what the client wants. And that’s no surprise. The client is king in the professional services industry. But some firms may be overlooking other stakeholders in the picture: the talent.

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