Define the endpoint name at initialization time:
var endpointConfiguration = new EndpointConfiguration("MyEndpoint");
See also:
Input queue
By default, the endpoint's input queue name is the same as the endpoint's name.
The input queue name can be overridden:
endpointConfiguration.OverrideLocalAddress("MyEndpoint.Messages");
Changing the input queue may also require adjusting the routing configuration so senders can send messages to the renamed queue. See routing configuration.