Avoid any name that is already trademarked, or is close to a trademarked name. Your customers will either forget your name, or associate you with the trademarked name and forget that you actually have goods and services to offer. Not only that those trademark business names owners' lawyers will probably start sending you subpoenas if you continue to use a trademarked name.

Also, it's okay to experiment with permutations or combinations of certain words. Are you in the flower delivery business? If you can't choose among rose, blooms, eternal, love, and carnations, then try combinations of the words. You can also play on the words, work out some puns, and come up with a witty name. Remember, however, that not everyone can appreciate word play, so go easy on the word warping or you may end up with groaning customers instead of eager ones.