Everyone with a knife isn't a brain surgeon, and every small business owner with a copy of Photoshop isn't a designer, marketer or branding expert... Though they think they are. Most business owners should put down the knives.
Some advice for business owners in the naming process:
1. Have a few ideas for your name.
2. Have both literal, descriptive names that suggest what you sell, ex., Beer Place and non-literal names. Most big brands are non-literal names. The Gap, Yahoo, Foursquare, etc.. If you go non-literal you have to invest in marketing to connect your name to the products you sell and gain headspace with your audience.
3. Create a survey listing your name ideas. Go to Wufoo or you can even just use Google docs for free.
4. Make the survey questions easy. Do you like or love this name? Why?
5. Send the survey to 50 friends, and not just the friends who will blow smoke up your ass and tell you that they love a name like House Beer. There's no passion or spark in a generic name like that. You're looking for brutal honesty here.
6. Measure results.
7. Pick a name or go back to the drawing board and start again.
Lastly, actually get out there and talk to prospective customers. Surprisingly many business owners don't.