Ironically, every entrepreneur wants to be like Jobs but don’t bother to understand the basics
Confusing Brand Names
A brand name that needs to be explained is a liability rather than an asset. A great brand name should create a positive emotion that ties into the product or service. The classic example here is Apple Computers, it’s a computer, but it’s small, tasty, and easy to use.
Multiple Brand Launches
Many like to over think. It makes no sense to include a corporate brand, a product brand, and a personal brand, all of which were different from each other. Keep one corporate brand and assimilate the other two over time. Once again, the classic example is Apple Computer, whose first product was – you guessed it … the Apple computer. Over time Apple has taken over cell phones, music, wearables and much more, but the consistent thing is the Apple brand which has never changed.
Add New Brands Rather Than Extending Existing Brands
Many companies seem to think that the more brands the better. When expanding your product set, it makes far more sense to extend your existing brand than to launch a new brand name. That way, you take advantage of whatever momentum your current brand has acquired. Again, the classic example is Apple, with the Apple I, Apple II, Apple III, and then Macintosh. This simplistic brand scheme would have made the company and its products more memorable, easier to promote, and easier to combine and package.