The Founders of Brownell's wrote an article one time about just that. A Business name should have the owner's name some where. He gave marketing info but I don't remember it all now.
I took his advise when I opened up a small machine shop. Often in conversations here and there, talking about machining or what ever, someone would ask if I was the guy who ran "Stuart's Machine Shop".
Picked up a bit of business that way. One job, turned out lucrative. Was talking about gun work and a guy asked if I did any hot tank bluing. I said I did. So I got a contract bluing injectors for a diesel rebuild place. Every Sat. Morning I would fire up my tanks, and blue injectors at $.75 a piece. I'd get 400-450 injectors a week. No prep work, just degrease and blue. Sure helped support my gun hobby.
