well don't fight the urge to name them...
since day 1 with my fish i have not failed to name every single fish that has been in my tank.
the only exceptions i make is when i get a group of the same fish, then i tend to name the group...like my Neon Tetras were all Shinies, my apple snails are all Speedy Gonzalez and my (when I have) Ghost Shrimp are all Caspers.
if you're fish are a couple i would name them after a famous couple...i had a male/female couple of Black Emperor Tetras for a while, and they were Napoleon and Josephine
for the most part though, i tend to name the fish based on what they look like to me. I had originally named my rainbows Elizabeth and Bishop, after Elizabeth Bishop's poem where she has the famous line "Rainbow, Rainbow, Rainbow!". yesterday I got another set of rainbows and this time I really felt like the Turquoise should be named Steven, so there you go...
i will add though, as some people will tell you, that naming the fish does make it harder when/if they die. if it's just "a fish that died" is different (at least for me) than if I say "Nemo [my clown loach] died"...does that make sense?