Why it matters
The name is used in every sentence about you forever: introductions, referrals, searches, invoices. A confusing one taxes word-of-mouth ("how do you spell that?"); a generic one is unfindable among lookalikes; a trapped one ("Melbourne Web Design Co") blocks growth it didn't predict.
How it works
Serious naming generates wide (descriptive, evocative, invented, borrowed), then filters hard: trademark conflicts, domain and handle availability, pronunciation across your markets, unfortunate meanings, and room to grow. The winner is usually the least-bad survivor, not love at first sight.
What to do about it
Test any shortlisted name aloud: introduce yourself with it on a fake phone call, spell it after hearing it once, search it. And check the trademark register before falling in love: heartbreak is cheaper early.