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It should help reinforce your company’s position in the mind of your client. Not all names are self-explanatory. You may find that the name you come up with doesn’t help clarify what you do very effectively. To help you achieve more clarity you might consider using a tag line.

Tag lines are short descriptions that are attached to your business name. They can be a helpful addition when a business name isn’t 100 percent clear. Tag lines remove the mystery of what your company does by helping your prospect achieve instant clarity. Although tag lines are not a necessity, you may want to consider using one if you feel it will increase communication (e.g., Mindwalk Design Group — Web design experts for small business).

Keep your tag lines short and as descriptive as possible. Many designers are tempted to be clever, use humor, or take a tongue-in-cheek approach when using tag lines. This often makes their message ambiguous and leaves the interpretation up to the viewer. Don’t be clever; be clear.