Benchmark has a few difficulties: a) because of computer benchmarking and the regular generic use of the term, it becomes difficult to search for your firm in search engines (the name does not stand out), b) if you have a website at all, expect it to be long, which means less traffic, c) if your company is not the standard by which other public adjusters or restoration professionals are measured, then your company does not live up to its name.
Guardian: used regularly as a business name (so not especially unique), sounds more like a security business.
Don’t pick a name that is easily misspelled or that people do not use on a regular basis, because your website (if any) will get less traffic. Also, you will have insurance companies and clients regularly misspell your name on checks.
If you want a name toward the beginning of the alphabet, how about the following names, which all imply positive things:
Alpha (first)
Apex (top)
Anvil (sturdy)
Don’t choose a teenage name like Bulldog (yes, I’ve seen this) or anything otherwise aggressive-sounding. There are already too many public adjusting firms that overuse exclamation points and hype. Better to underpromise and overdeliver.
Quite generic early-alphabet names:
AAA Claims
ABC Claims
A-Z Claims & Restoration “from start to finish”
1-Stop Claim Shop
If you want something easy to remember:
“Great Idea Public Adjuster”
“Home Again Public Adjusting”
“Homeowners Friend…”
Or, you could mix terms for an easily-searched invented name:
Alphapro Public Adjusting
Ameripro Claims Services
… etc.
Also, do yourself a favor and don’t pick company colors like green & gold or black & red. The former imply that it’s all about money. The latter colors are great for sinister-looking cars, but is there anything non-bad or non-evil that is black or red? think: charred houses, blood, ashes, Darth Vader, etc.
Hope this helps. I went through this for my own firm.
