Most of that was me, B16racern2nr works at a Mercedes dealership. I'm the 'supercars'and 'Pike's Peak' builder/racer.
I'm not TOO terribly concerned about the name, I'm not even going to have a sign up. I don't want 'drive by' business. The majority of my business from the past few years has come solely from word-of-mouth and referrals by other guys that own supercars. It's actually a pretty tightly knit community (high-end car owners), so when someone knows of a particular individual or shop that does impeccable work, they tell other people. I've been lucky, and worked my ass off to get to the point that people that have never recognize my name KNOW the name 'Wil Kitchens', and know that I do good work. The only reason I'm sticking with IDB Racing - Repair - Restoration is because 'IDB Racing' is already relatively known, and it has multiple championships and such tied to it. For the most part, people will be referred to ME, not the shop.
I WILL be doing a good bit of online and in-person marketing/advertising, but the name of the shop isn't really that important - my name is the selling point, haha.