You can register a Sender ID or so-called Alphanumeric Sender Name, e.g. company/brand name, by filling in a form in the contact information section.
Go to Settings, click on Sender Information section and look for the SMS Sender Information subsection,
Click on the button that says Add SMS Sender.
A new window will open where you can fill in the information to register your company Sender ID.
If you are from the USA or Canada, you will be prompted with more detailed questions in order to be verified. If you plan to send messages to Russia, you have to click on the SMS registration form link and provide the necessary details.