For 13 yrs went by the long winded and very original name of
"Nathans window cleaning services"
My rounds and reputation was solid in the areas where i worked, but same as you, found it very limiting ( amongst other things) and so changed to
"NKServices" followed by banner saying, exterior cleaning....
It was relatively easy for me as i then sorted out my official work uniform and had name/logo stitched on. For my regular customers had my window cleaned cards printed, on reverse explaining name change. Then did my web pages etc.
(In addition to letting tax man kno, but that was also pain free)