Know-How Exchange : Branding

At first blush, it would seem like a good idea to somehow combine your existing two names, leveraging the goodwill you've created in your region. So, what's your existing 2 names?

Also, how are your services better/different from your competitors (in a measurable way)?

Who is in your primary target audience? What do you know about them? What would they say if we asked them why they are your customers? What unique and valuable benefit do you provide for them?

And it would help if you could answer Jay's questions too.

Energy Concepts of (your city/region/landmark)
Energy Solutions of (your city/region/landmark)
Volt Visions
Voltator
Power On

Also, you might consider using a tagline to further communicate the uniqueness of your brand. to your target audience.

Firstly a little tip. You are specialists. When someone phones you, go through a few of the issues that are found in your formal contracts - on the electrical side of things. Such as when you do non-emergency callouts, non-emergency checkups on your installations (one month after your installation was put in) and that sort of thing. To people who don't really understand electricity, don't know what to expect, it is balm to their ears. Immediately they are comforted that you really know your biz.

Those who would tell you what they want, when they want it and how much they want to pay will tell you that this isn't necessary. Cash job, sir? To which you can respond by saying "cash is fine, sir. When we present the invoice. I presume the terms and conditions are acceptable to you?" To which they bluster and say ... umm ... er ... I don't like that sort of thing. I want to tell you what to do, after all you are my servants to push about as I wish. "That's what I am paying you for" - only he isn't paying you for that pleasure. He's paying you for an electrical installation that will do the work safely, and for a long time. Reliably.

MPS Electrical and Solar. Reliable installations. Guaranteed.
MPS Electrical and Solar Installations. Professional Electrical installations of all kinds.*

What do you think? M

(*if they want solar water heating, team up with someone!).

One Approach is:
Solar Energy & Electrical
Solar Energy and Electrical Engineers
Solar Energy and Electrical Engineering Solutions

I agree with the option for a tag-line. This does not have to be static, can change with the changing needs of the business. Could possibly be a group of 3-5 value statements, that could be printed on business cards and other collateral material.

The other approach is from a personal-branding perspective. Owner's last name. This is unique and personal. Shows personal commitment, personal expertise. It may take more advertising to build awareness and recognition, but in the long run could remain truly unique...unless of course, it's Smith or Jones for example.