The name that represents your coapmny can play dual purposes, 1) branding, marketing and, 2) parts of your mission and promise of the service you're providing. I'll never forget a client I worked on branding her services. The coapmny received more request for exotic ice cream than Hospice services because the name of the coapmny was of the proprietors favorite ice cream. One must do due diligence when selecting a name that meshes well with its proposed services it is a matter of clarity as well as defining, in simplistic terms services being provided.