Our creative process is simple, yet not without depth. You have a vision for your company or your business growth; we help solidify that vision in an appealing way so as to make a memorable impression with your audience. If we are truly starting with a ground up operation, then naming conventions should be discussed.
Good rule of thumb is never name your company or website name/URL in a vacuum...consult an expert, run it by many, get their reaction. Check the name in other languages to make sure your creative brainchild isnt a curse word in alternate  languages.
If you can create a focus group or mini board of directors, all the better for ongoing strategic planning.
Always type out your URL/domain name before committing to it...see it reads the way you expect in URL format, without  inadvertently spelling something that will work against you.
Keep in mind that you want to portray something of what you offer, but try to avoid names that will lock you too tightly into either price, specific product or location or inhibit growth (eg. 3-Dollar Tan, West Irvine Realty)