Actively acquiring backlinks for a domain that redirects sounds dicey to me - questionable trust signals. I'm not claiming the "final word" on this, however, and I would be happy to hear of opposite experiences.
If you want to change the name of the business eventually, then bite the bullet at that point and do a 301 in the other direction. It will be MUCH better for your long term branding.
And if you keep the filepaths the same and only change the domain name at that point, then you can often make the domain change with very little traffic disruption these days. Just be sure to nail the technical aspects from the beginning.
However, if you start with a 301 from the new name to the old name and then try to reverse the direction later on, you can have a much slower process.
i have this problem. .com 301'd to country specific for many years, now the owner wants to use the .com for international reasons and reverse the 301. I cant bring myself to pull the plug and switch on this because of conflicting opinions on how this might play out.