You can also edit the script file in notepad.
Heres an example for my leather shelf button:

shelfButton
-enableCommandRepeat 1
-enable 1
-width 32
-height 32
-manage 1
-visible 1
-label "leather"
-image1 "C:/Documents and Settings/Pavilion/My Documents/maya/5.0/scripts/leather.bmp"
-style "iconOnly"
-command "leather"
;
The label is what sets the name.