It's complicated and there are a lot of factors to consider in a good name for consumers, but for the entity itself, I say go boring. At the end of the day, I

It's complicated and there are a lot of factors to consider in a good name for consumers, but for the entity itself, I say go boring. At the end of the day, I settled for a generic name for my formal structure: "<My last name> Software, LLC" with consideration for filing a more interesting DBA down the road. I think there's good reason to do this. Especially if your brand name is unusual. Your formal name is in a lot of places like contracts or legal documents, and you don't want a bad formal name to scare potential customers away.