How to show 11week old puppy that he is behaving inappropriately?

I have been screaming at him for the past 2 days he has a brother as well the same age, but sometimes my mom tells him to stop and he won't bother listenin, aswell as with me. So i get him on it's back and make him face 1 place, i keep him there for about 10mins then put him on the floor. I don't hit them because i will feel really sorry. But only sometimes he listens to me, and i don't want to teach him by having fear of me. HOW CAN I SHOW HIM WITHOUT FEAR GIVEN?Thanks!