Tartarus, a poster on the offcial form has put together a thread explaining the lore behind each servers name. A lot of collaboration went into this project and is definately worth checking out!

Bronzebeard A royal Dwarvern family. The eldest brother is Magni Bronzebeard, king of Ironforge. The middle child is Brann Bronzebeard, founder of Traveller's Guild, subset of the Explorer's Guild. Disappeared in one of his ventures to Stranglethorn Vale. The youngest brother, Muradin Bronzebeard, helped Arthas in his fight against the undead but was killed when Arthas aquired Frostmourne.

Burning Blade - An Orc clan from the second war that still follow the ways of the Burning Legion, working to bring them back to Azeroth again.

Burning Legion - An army of demons assembled from the Twisting Nether. Sargeras is their lord and charges them with destroying every planet in the universe. They consist of powerful demons such as Eredars, Dreadlords, Pit Lords, Infernals, and many other assortments of demons

Check out the thread here.