The very first impression of your company will be derived from its name. The name is the quintessential element in your company's identity and image. Historically, when a major company has changed its name, it's always to make it shorter, not longer. A short name may have less communication content, but it has more communication impact since it will be easier to say and easier to remember. Avoid description, especially product and geographic description .
Companies move beyond their initial service territories.
Name your company right from the start, and you won't have to take on an expensive name change later. Don't use terms like American, National, Federal, General. Those words are forgotten by consumers anyway. Don't use abbreviations and acronyms . That's a naming fad right now.