What is a Fractional CBO (Chief Brand Officer)?
A Fractional Chief Brand Officer is an experienced brand executive who works part-time across multiple companies, providing strategic brand leadership to build differentiation, drive brand equity, and ensure consistent brand expression.
The Fractional CBO Role
Fractional CBOs typically work 1-3 days per week, providing senior brand leadership for companies recognising that brand is a strategic asset but cannot justify a full-time brand executive at £180-280k.
Key CBO Responsibilities
Brand Strategy: Positioning, purpose, architecture, and brand narrative
Visual Identity: Logo, design system, and brand guidelines
Brand Experience: Ensuring consistent brand expression across all touchpoints
Brand Measurement: Awareness, perception, and equity tracking
Team Direction: Creative team leadership and agency management
Who Needs a Fractional CBO?
Companies undergoing rebrand or brand refresh programmes
Scale-ups needing to professionalise their brand as they grow
Multi-brand portfolios needing architectural clarity
Businesses where brand is a key competitive differentiator
