Have you considered asking your current clientel what they think, you may have a nickname that you can build on to create a stronger identity. and I don't necessarily mean flamey. its just how some people remember you. You may be hypathetical a plumber and a heating engineer, your business may be called abc plumbing, but if your clientel refer to you as "the plumber dude", or such then thats who you are to them. they wont recognize the "abc plumbing" no matter how you market it.