If you want to do this in a portable way, something that will work across multiple Unix variations, there are very few options available.
What you have to do is that your caller process must call exec with the argv [0] argument pointing to the name that you would like to see in the process output, and the filename pointing to the actual executable.
You can try this behavior from the shell by using:
exec -a "This is my cute name" bash
That will replace the current bash process with one named "This is my cute name".
For doing this in C, you can look at the source code of sendmail or any other piece of software that has been ported extensively and find all the variations that are needed across operating systems to support this.
Some operating systems have a `setproctitle(3)' API, some others allow you to override the contents of argv [0] and show that result.