Well I knew I wanted one simple word for my business name. A name that's easy to remember and instantly recognizable. Personally, I have a horrible memory and it's easer for me to recall short names. Plust it had to be something that afforded flexability in terms of brand development in the future. Anyway, you can imagine all the crazy names and word combinations I came up with - even researching foreign languages to no avail.
I originally decided upon the name "Luxe Savon" until after doing a trademark search, found out that was already trademarked. Depression set in, with the realization I had to start all over again.
Then one day, the word Sudsy came to me. That was it! Simple, easy to remember, and something I could build on in the future. I just had to personalize it a bit by changing the spelling. Thankfully no one had it trademarked!
Good luck - it's prob one of the hardest things to do.