The company name will be your client's first impression. Naming your company marks your difference from your competitors and avoid confusion. The company is chosen at your incorporation and can be changed freely and indefinitely during its lifetime. Officials documents will be automatically updated in every public registers and your partners will be notified by legal announcement.
The company name is chosen at the incorporation step, it is written in the bylaws and in any legal documents. Willing to change it ? alf takes care of everything.