You should change the name if it gets in the way of the forward progress of the business. If you're wasting time spelling it or re-pronouncing it in every call or conversation, change it. If people hear the name and automatically think you do something you don't, change it. If your name makes you sound smaller, or cheaper, or trendier, or any other way that is detrimental to your success, change it. It will be hard to change it, you will have to throw a lot of old things away, some people in the company will definitely resist it. But you know when it has to change, and you should act on that knowledge firmly and decisively. Empower one decision maker, make sure that decision maker understands the objectives and criteria for the new name, look at a big, big bunch of new ideas, decide, and move forward.