My old business partner of many years back once wanted to name our company, 'Renegade Tree Service' referring, of course, to our youth and ambition, rather than a 'rejection of lawfulness or conventional behavior' as Webster's defines it. It's not exactly the name a customer would look for when searching the phone book for someone who's professional and follows a certain code of ethics in how he goes about his work...
In my area, name isn't as important as name recognition which you can only get from being around awhile and doing good work (i.e. your customers talk about you to their friends in a positive way). Most of the bigger successful companies simply go by their first, last or both first and last name suffixed by 'Tree Service'. Nothing flashy - but customers know who they are dealing with because the owner's name is in the company name.