So my question is, does it even make sense to put everything under one brand? We’re hesitating to create too many brands, because it means having a lot of duplicated effort for brand-building and marketing. We're also an engineering company at the core and marketing and brand-building is not necessarily what we're good at or enjoy doing.
I currently see the following options:
1) Put both services and products under the name of Mobile Jazz. Products like Bugfender will appear on the website, blog and social streams of Mobile Jazz. The disadvantage is that we’re targeting completely different audiences and the mixed messages might be very confusing.
2) Leave the services branch continue under the name of Mobile Jazz, but create a new separate brand for each product with its own blog and social streams, e.g. bugfender.com. This way the marketing can be very targeted to each specific niche, however the disadvantage is that every product needs a lot of marketing effort despite the shared audience (“developers”).
3) Leave services continue under the name of Mobile Jazz, but create a new umbrella brand for products with its own blog and social streams. This way we can address the shared audience (“developers”) with just one targeted marketing effort. Disadvantage: we’re marketing developers in general, but maybe not enough the niches that our products are for.
Maybe I’m overthinking all this. But I believe someone else must have been in such a situation before. Would be great to get some feedback or maybe just a different perspective.
[2] https://news.ycombinator.com/item?id=9346726
[3] https://mobilejazz.com/blog/working-remotely-from-a-tropical...
(EDIT: formatting)