There's a lot of great points here, I think it's also important to remember practicality and choose a name that is 1.) easy to spell and remember (so nothing TOO made up unless you want to deal with everyone mispelling it or forgetting it) and 2.) short and snappy enough to be remembered, to fit on a cover, and to fit into a social media handle (although you could also go the other direction and make it very, very long like the classic:
but that's...probably not desirable all the time.)
Anyway, I learned all this the hard way, I once had a shopfront named PthaloAzul that no one could spell or pronounce so I had to change it. My current story, Alchemist Burn Outs was originally called "the Pendleson Knights" and not only did that sound like a different time period (my period is modern, and "burn outs" is a more modern term), it was a made up name that isn't clear to spell, and so few of the characters were even Pendlesons Knights by the final draft, that I changed it. Plus the new name has a pun in it.
