Before you start your dedicated, edit the following file:
%Blockland%\base\config\server\prefs.cs
Where %Blockland% is wherever you installed blockland.
In this file, edit this line to change the server name. Whatever is in the quotes will be the name you get.
$Pref::Server::Name = "Blockland Server";
The following line is the welcome message line, which shows when somebody logs into a server, keep in mind you can color it with the \c# color codes. (type /colortest in game for numbers that correspond with which colors) That, and putting %1 into this line puts the player's name there.
$Pref::Server::WelcomeMessage = "\c2Welcome to Blockland %1.";
That line will make it say "Welcome to Blockland WilliamS." That is, when WilliamS is your ingame name.
Good luck with your server running!