Honesty and Expectations
I've always had a problem with firms that used "and Associates" when there are no associates to be found.
Some consultants scramble to say, "Well, we bring on associates when we need them," but that doesn't remove the fact that you are holding yourself out as a larger operation when you aren't. It's deceptive and customers deserve better.
There are certain expectations that are reasonably assumed and we dash them at our peril. Clients will be less than pleased if they learn, after their project has been ardently and successfully courted by an experienced senior partner, that it has been handed off to a kid two weeks out of school.
Many a questionable practice has been rationalized as, "Everybody does that" or "They expect us to do that" when neither is true.
We make representations for a reason. It helps to revisit them periodically and ask why.