This was the thinking of the marketing agency that came up with our name:
"Given your target audience (motivated Arkansas home sellers), we would recommend choosing a name that sounds "corporate." For businesses that deal in large transactional dollars (banks, investment houses, hedge funds, realtors, etc.), "cute/clever sounding" names undermine the "safety" message you're trying to convey.
By choosing a corporate name, you establish your business as someone you can trust to handle things professionally and efficiently. To make your business sound like "we care," you'll want to combine your business name with a tagline that has an emotional connection to your clients' unmet needs (fear, pain, grief, shame, speed, fairness,
**We definitely want the tagline in the logo.