6 deviants said Only when you actually need the name in the story: "And then, 3 days into the story he said 'Hi, my name is...' uuuuuh... Let's say... Bob? "
4 deviants said Halfway through designing the character: "Oh hey, this demon is like this and that and maybe I can name him Bob, and..."
4 deviants said Never twice at the same moment
2 deviants said Very early: "I want a demon character named Bob!"
1 deviant said At the end of designing the character: "Hmm... He looks/sounds like a 'Bob' to me!"
1 deviant said Way after that, late into the story: "Aha! I know! He will be 'Bob'!! Now I have to go back and change all of the 'Demonnamehere' in the text!"