Here are some of my thoughts.
- Doesn't matter whether it's personal or a creative one.
- Select something that your clients can relate to your work
- Select something that is easy to remember. You don't want people to spend hours to remember your company's name when they want to mention your name to their family & friends
- Something that is not too long
- This one is a whole different subject but also thinking about your logos and what you can easily come up with which flows with your theme of business
These are just a few pointers.