We know from an interview that Kubo choose the name "Bleach" to invoke the color "white."
White is the name of the shinigami's soul turn Hollow by Aizen, who later infused himself into Masaki, who then gave birth to Ichigo Kurosaki. White merged with Ichigo's soul and became half-Zanpakutou. Ichigo's journey is base on him discovering that he is White, and White is him. Ichigo is Bleach.
Let be honest, do you believe that he had all of this plan out?