You’re starting a business in 2019. Your online presence will be key to your success (or failure) and you need to respect that or failure will be your most likely outcome.
In my experienced opinion I would strongly suggest that you take the most SEOable business name. That means pick something where you can write it out in the URL that you pick - and, obviously, make sure the URL is available before registering the name.
I live in Vicotira, so customers are searching keywords such as “window cleaning victoria” and “victoria window cleaners”, so if either of those names are available I should absolutely pick it. Again, check the URL first - if YOURTOWNwindowcleaning.com is available, then JESUS GOD MAN take that URL. It is absolute GOLD. Even if you don’t end up using it you could likely resell it at some point for at least $1000, and it only costs you maybe $10-20 to register per year.
Branding is good, but it’s better to create a successful brand once you’re established. Unless you have time & money to spend on a deep marketing campaign it won’t matter what you call your brand - if no one is finding you online then what’s the point?
Naming & SEO go hand in hand, if you ask me. I started out as MossAway Services Inc. but I needed to rebrand shortly after launch just to rank on the first page of Google searches. We moved to MossAway Roof Moss Removal in our digital presence which included the keyword “roof moss removal” which was one of the top 3 keywords searched in our field. We then went heavy on keywording “Victoria” into the site as often as we could. We went from spending $500-700/mo on AdWords to now spending $0/mo because our current SEO is just that good. That’s the dream…
Hope this helps! Sorry if I sound nagging - I’ve been through the pain and it’s a little like getting the chance to travel back in time to shake some sense into younger me. 