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It should say (or at least suggest) what you do, who you are, and what makes you different; your position in a word or two.

I spoke to a branding/marketing guy the other day that had a very interesting philosophy behind product and company names. His idea was that your name should make _no_ sense until you explain it to someone.

If you name your company "Stan's Golf Lessons" then you fit into the crowd. You don't stand out. Your customer know's exactly what you do based on your name and they don't dig for more information. They also don't remember you in specific when they want golf lessons. Instead, name your company "Perfect Lies". This gets peoples attention. They have no clue what you do, but it piques their interest. They ask what it means. You tell them you give golf lessons, and suddenly the name Perfect Lies makes more sense (for non-golfers, 'lie' means where your ball sits on the course). They remember you.

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