*******I think a cool company slogan could go a long ways. Something like "Train. Defend. Live". Certainly not set on that but its not bad. Something that speaks to freedoms, responsibility, honor, courage, duty, training, knowledge, experts, skills, confidence, etc
Some examples of slogans that I like are:
United States Shooting Academy: "Win the Fight" - They also have a very cool logo.
Springfield Armory: "Bring Enough Gun"
The police use "To Protect & Serve", Boy Scouts use "Be Prepared", Marines use "Semper Fidelis" (Always Faithful). I don't know...maybe something meaningful but written in Latin????