RISC OS Squeak provides two init options to help application deployment; you can specifiy a window title to replace the default image name and you can specify a 'task name' which is what the user would see in the ROS equivalent of 'ps'.
The latter is probably not relevant to any mere ordinary OSs; so far as I'm aware any unixy OS will use the leafname of the executable path. Thus the answer there is to rename the executable. Even simpler than a commandline option. Well, unless you forget the syntax.
tim