Reddit mentions of Lean Startup Branding: A Step-by-Step Marketing Guide to Creating a Memorable Brand (Step 2)

-Corporate Branding- Apple did not become a brand name without any products. The Apple II, and then the Macintosh, running software from spreadsheets to Pagemaker (one the first desktop publishing packages) branded Apple into the mega-corporation it is today. You must have an offering—a product, service, or [nonprofit] message such as a religion, or a cause—to create a company brand.
We begin the branding process by establishing names for your offering and startup. There are only a few subtle variations between branding a startup and branding a new product, service, or message (which we'll review in a minute). They both require at least five (5) components to create and produce effective identity packages.
1. Corporate I.D., also known as a LOGO. 2. Corporate Tagline, also known as a 'slogan,' that captures the essences of the offerings the company plans to sell. 3. Product Logos and Taglines must be developed for every new offering released. 4. Brand Standards, strict guidelines for use and display of logos and taglines that build brand awareness with every campaign, across all media channels. 5. Productization lists, which were produced in LSM Workbook 1.

Naming Your New Venture You already have (or should have by now) your Productization lists of features, benefits/solutions, target markets, and unique value propositions (UVPs). You even know (or should know by now) some of your competitors, as well as a few additional horizontal and vertical markets—potential new audiences to sell your offering. These lists are going to help you build your brand components, so it's important at this point that you have these lists fully populated, or, at least, implemented.
Corporate branding is “umbrella” branding—directed at very broad target markets. You want to focus your corporate brand name and image (logo icon) on what your company will produce overall. Ford Motor Company produces automobiles. Sure, they produce other things, like tractors, buses, even financial services for financing their vehicles, but most everything they produce is related to vehicles of some type or another.
Your startup may be producing different offerings five years down the line than the product or service you've launched with, but it is likely your company will still produce offerings in the same general category as you began. Apple began with computers, then segued into music players, and cellphone, but most all Apple products are electronic devices, or services for their devices. Every offering you release at launch and beyond, will be housed under the umbrella of your corporate brand.
Your company's name should be ambiguous enough that it doesn't pinpoint your business to any specific product or service. Remember, your startup's offerings will change over time, likely even before launch. You'll discontinue obsolete products, and add new, and (hopefully) improved offerings. During its time, each product or service has its own name. The candy maker, Nestlé, has Crunch Bars, and Butterfingers, but their corporate name remains the same. When choosing a corporate name for your startup, make sure that it captures the essence of what you plan to sell. Your startup name should not change over time, but build brand awareness and instill trust in your company, throughout the life of your business.
Begin the process of choosing a name for your new company using one of the three typical naming paradigms: • Founder's Name, or Factitious Name • Product Feature or Benefit • Location

--Excerpt from Lean Startup BRANDING: https://www.amazon.com/dp/B07MCPXBDY