Cross-Functional Brand System for a Rapidly Scaling Startup

30/05/2025

Industry: Consumer Tech
Context:
A startup had reached product-market fit but was now scaling aggressively. Marketing was producing campaigns, sales was customizing pitch decks, and design was pushing out brand assets — but none of it matched. Every touchpoint diluted the brand and confused users and partners.

Problem:
The core issue was brand inconsistency, which created inefficiency and mistrust. Each team interpreted the brand differently. There was no system or framework for scaling communication in a cohesive way.

My Role:
Brought in as Brand Strategist & Systems Builder under a project led by a Fractional CMO and overseen by the Founding Team.

What I Did:

  • Conducted a diagnostic audit of brand touchpoints, internal tools, and stakeholder communication

  • Designed a Modular Brand System — messaging pillars, tone calibration toolkits, and plug-and-play storytelling frameworks

  • Created a Brand Architecture Playbook for sub-products, white-label adaptations, and local market tweaks

  • Implemented async documentation + Notion-based brand center used by all departments

  • Trained 2 marketing leads and 1 sales enablement lead to operationalize the brand system in daily work

Team Involved:
Fractional CMO, Head of Design, Product Marketing Lead, Copywriter, Founding Team Member

Results:

  • Cut down campaign development time by 37%

  • Enabled internal consistency without killing creativity

  • Gave leadership confidence to expand into new verticals with a scalable identity in place

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