When you download your first application via itunes connect, you are given the opportunity to indicate the name of the company or developer. It is important to know that you cannot change this after installing it (Apple gives you a clear warning about this on the form). This is the name that will appear in the iTunes store in most places such as the search results page.
Your account name will appear as "Seller" on the application page, which is a less visible place.
Hope this helps.