Who uses a naming consultant? People come up with names for companies based on either their name, or something that matters to them.
Look at some examples, some names: (Orville) Gibson, (Leo) Fender, (Stuart) Spector, (Gary) Kramer, (Grover) Jackson, (Wayne) Charvel, (Dave) Schecter, (Ned) Steinberger, (Jim) Marshall, (Fred) Gretsch, (Adolph) Rickenbacker, (Heartly) Peavey, Ken Smith, etc.
Then you have combinations, or initials of names; G&L (George & Leo), Lakland (Dan
Lakin and Hugh McFar
land), Gallien-Krueger, Hughes and Kettner, B.C. Rich, Dobro (
Dopyera
brothers), Carvin (
Carson and Ga
vin), Epiphone (
Epi Stathopoulos/
phone), Mosrite (Semie
Moseley/rite), SGD Lutherie (Schwab-Gagliano Design)

etc.
Then initials of names; SWR (Steve W Rabe), PRS (Paul Reed Smith), , etc.
Sometimes the names are fake, like Trace Elliot, or Betty Croker. Ibanez (originally Ibanez Salvador because the Hoshino Gakki company was making Spanish guitars in 1935... they have been around since 1908!). Eden, while not his name, he used it as a name. Roland, etc.
Then you have acronyms; ESP (Electric Sound Products),
Sometimes a builder sells his company, and along with that his name. Then they want to keep building, so they have to come up with a new name, usually having to do with their real name. So Tobias sold to Gibson, an now he's MTD. Ned Steinberger sold to Gibson, so now he's NS Designs. Dean Zelinsky sold Dean, and then started DBZ.
Then there's names that have hidden meanings like MXR (mixer), Line 6 (while the founders were working at Fast-Forward Designs designing things for Alesis, the receptionist used "call on line 6" as a code so they would stop working on the guitar products, which they were dong in secret).
Then there's the names that are just names; Alembic, Guild Guitars, Reverend, Ovation... But they are much rarer than brands based on people's names or initials.
Coming up with a name is hard.