Iab is correct, this is a design process. Of course part of the design process is gathering input and data for your research.
frog was originally esslinger design, but when they moved to the US, the German name was an issue, and frog summed up the symbol heavy whimsical nature of the firm. Before that most firms where so and so and associates.
I think as previously stated, if your name has cache (you are known) then it becomes a possible strategy, or if your name has a ring to it that just works. It should be said that this is going to make your firm harder to sell, something you probably are not thinking about right now, but down the road may be important. Also if you are a personality, even though a lot of other designers work at Stark, Newson, and Rashid, everything bears their signature look, there is a house style that is very strong.
Otherwise, it makes more sense to do what Richard did, though I’d argue that a lot of people know who he is personally at this point anyway, so maybe that is the best of both worlds.