When choosing a business name, you should be descriptive but not boring, modify common keywords to draw attention, keep the business name simple and memorable, don’t choose a name that is similar to a competitor’s, and select a name that will still be relevant when you expand to other products or services.
Not all the above guidelines will apply to your business name. For example, the name “Google” is irrelevant to search engines, but it contributes significantly to Alphabet’s branding and business success.
Also, you’ll find some exceptions. If your business is a law firm specializing in probate administration, a “boring” name containing the partners’ names conveys tradition and professionalism. Something like “Prob8 ‘till Late” may keep potential clients away.