It’s mashma from the Gemara when it says “what’s his name? The school of [blank] said it said it was [blank] that” that they were saying their leader was moshiach. Also Rashi says כמו ינאי כל אחד היה דורש אחר שמו
Every one of the leaders would makes proofs for their own names also. That’s pshat of the Gemara and Rashi there, and the Rebbe brings it in a footnote and said we chassidim follow this custom. The Rebbe said in the footnote, being a devoted chosid, that we specifically say “Yosef is his name” based on the Previous Rebbes first name.
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