Originally Posted by bud heishman
What is the other meaning? Don't want any negative conotations.
Performance Boot Lab
Performance Boot Outfitters
Performance Boot Fitters
Boot Performance Lab
Performance Ski Boots
Performance to some means High End or even "possibly out of my league"
There is a market out there that would want boot fitting services not just for the increased performance, but more for the increased comfort. If with the comfort comes an improvement with their skiing that is a bonus that they may not have thought about or cared about.
I do not like the Outfitters tag- it again reminds me a the canoe/kayak/boat or trip outfitters that do grunt work or rent gear. I'd look less on the performance and equally on the fit, comfort, and also performance for those that know what a good fitting boot can offer them if you want to expand the market (assuming all the high end skiers in the area that want custom boot fitting use you and will follow). The comfort part of it may expand your market. The name may contain none of these key words- a simple tag line or trade marked phrae or description that expands on the company name. If you are well known in the area, then the company name may have your first or full name included to play off that knowledge. If you are not known then the Bootfitting Guy could be a good enough name.
So McDonalds does not use the name McDonalds Fast Food Restaurant. They are McDonalds "You deserve a break today" tag line - this also can change easier that the name as market dynamics change, or take a look at a site like http://www.brighternaming.com/Power_slogans.html
for info on successful logos, tag lines, and ideas etc. (yes they are trying to sell their naming and tag line service - I know nothing of them and am not recommending their services just a good googled site to think about the options.
So do not pigeon hole yourself into having a name that sounds like only pro skiers, racers or speed guys want to visit you (like a Performance car place- the average person probably will not go there for a part). If all you do is boots then that should be in the name somewhere in my opinion. If your name is well known, then you can play on that reputation and use it too (and would be crazy not to in most cases). Nothing worst than picking a new name and people asking every time what do you do. Now a good catchy name with the tag line could come close to answering that immediately.
Bud's Boots (or Boot Fitter) plain and simple used with aTag line something like: When comfort and performance matters. Or For a performance fit and where your comfort matters.