Clients hire a consultant, planner, photographer or agent for their judgement, so the name should sound trustworthy before it sounds clever. Most service businesses use one of four shapes: your own name, which sells you; surnames joined with & or Partners, which sound like an established firm; a short promise, which says how you work; or one strong word, which leaves room to grow. Add the word your clients search for, such as Photography, Events or Estate Agents, and check the name is free before you print anything.