Hi Jonathan. I think that it’s important that the name personifies your business philosophy and/or that it makes you readily identifiable (distinguishes you) from your competition. Those are two very important things to consider in naming your business in my opinion.
I hope that this helps.
As silly as it sounds, it should also be easy to spell even though google search does wonders of finding things even if they are misspelled. If possible, check whether you can secure a domain name that is the same as the business name (or at least is a meaningful abbreviation thereof). It is important that people can remember it and that they can easily find you.
I agree that your name should fit your business and philosophy. With mine, I have people ask me “what’s the significance?” which allows me to explain some of my philosophy. It should also be catchy and easy to remember. For me, the most important thing was something significantly important to me and that separated me from others in my area.