Bingo Mike. One of the many things I do as part of my job is branding - mainly for the web, but really any type of advertising. Think out your branding carefully. Different styles of naming, graphics and colors will appeal to different people. The "Joes' Plumbing" type of name appeals more to lower wage earners than higher. "Precision Detailing" type naming would have fairly broad appeal as would a unique naming like "SeaJay's" (gee, wonder where I got that one). Something like "Presidential" or "Custom Detailing" would appeal more to higher wage earners.
Be careful with your branding, you're gonna wear it till death.
