Corporate Identity It has been over 5 year since I formed...

Corporate Identity

It has been over 5 year since I formed Hoonio Limited. First set up to sell mobile apps as a separate entity, since I had signed a contract which states that other works generating income belongs to the employer. Then after a couple of years when I moved away from permanent employment, it has been used for contracting or freelancing. Though I have invested a great deal on establishing corporate identity, it is unlikely the brand Hoonio will be used for my next startup. So that leaves me with a question: Should this company be presented to reflect myself as an individual or an entirely separate entity with a character of its own?

Traditionally in the business world, a brand value had been emphasized to bring advantages to subsidiaries operating in different markets. One good example is Virgin group, highly characterized by Richard Branson’s various public stunts or wide range of web services under name Google.

On the other hand, seemingly current phenomenon for startups is that an entirely new brand is dedicated to specialized products or services. Each company, even if owned by the same person or managed by the same holding company, evolves on its own so quickly nowadays that tying each to a name that signifies another company is likely to deter in finding its own identity. This is somewhat like an individual failing to find oneself in order to live up to expectation his or her name brings upon. For this reason plus many other possibilities, I believe Facebook will not try to rename any of its acquired companies despite its high worth name value, or serial entrepreneurs like Elon Musk name two companies under same brand (probably makes it difficult to sell later)

So where does that leave me and Hoonio Limited? I can probably take the old holding company approach so that it owns any other companies I will have found in the future. Since it does not yet have a strong product which defines the company, it will continue to reflect who I am and strives to be. This means I will continue to run its website to serve my blog posts and my profile, making it rather more personal centric until I have a product big enough to spin off.

http://hoon.io/1S4cgvp