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> if you're a bunch of tool makers and you all know your audience of tool users then there's no benefit at all to have someone offended by the word "tool" in your workforce.
It kinda reminds me of the factorygirl -> factorybot [0] story. It was a cute enough name for a technical tool that plays nice among bros, and down the line you end up renaming your package and deal with the drama.
On brand image, I get your point. I think the corporations doing it best tend to juggle with multiple brands and segment their market accordingly. Then yes, an homogeneous, single focus brand will be more valuable, as it also help to push people outside of the target to your other brands.
[0] https://github.com/thoughtbot/factory_bot/wiki