THE CHIEF
BRAND OFFICER
CORP-TO-CORP OFFERING
Fractional Executive Role Overview
The Chief Brand Officer (CBO) is in a strategic executive role & is responsible for positioning the brand as a driver of growth, investor confidence, & enterprise value. By aligning brand strategy with business objectives, the CBO leads market differentiation, messaging clarity, & design-led experiences across all touchpoints. This role integrates human-centered design to translate brand values into intuitive, scalable assets, ensuring consistency across product, marketing, talent, & investor relations. With a focus on visibility, valuation, & cultural alignment, the CBO builds a brand that signals trust, drives performance, & supports strategic decisions at the highest level.
This is a highly collaborative role that gives clients access to the full resources of bcc:. We work closely with executive leadership in a hands-on, holistic manner, integrating deeply across teams & initiatives. Designed as a fractional engagement, this role leverages design thinking & human-centered principles to ensure design serves as a strategic tool for achieving business goals. As CBO, we also provide a layer of accountability—measuring the impact of design in real time & guiding strategic adjustments based on data & performance insights.
CBO Responsibilities
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Executive brand vision: Define & evolve the brand strategy to align with the company’s growth, innovation, & funding objectives.
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C-suite collaboration: Collaborate with the CEO, CMO, CPO, CFO, & CSO to ensure brand decisions support business goals & long-term value.
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Enterprise alignment: Ensure brand identity & experience are consistently executed across product, marketing, partnerships, talent, & investor relations.
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Brand architecture: Define the long-term vision, mission, & values of the brand aligned with business goals. Then, maintain a clear structure for the company’s brand portfolio (parent, sub-brands, product lines, etc.).
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Strategic positioning: Lead market research & competitor analysis to define & reinforce a distinct & ownable brand position.
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Value proposition clarity: Craft messaging frameworks that make it easy for investors, boards, partners, & customers to understand who we are & what we stand for.
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Category leadership: Shape perception in the market to position the brand as a leader in its category or vertical to ensure messaging is adaptable for different segments, channels, & cultural contexts.
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Narrative development: Build the brand’s story & make it tangible for both internal & external audiences, including through content, campaigns, & design language.
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Human-centered design (HCD): Integrate HCD practices to build brand experiences that are empathetic, intuitive, & deeply connected to customer & end-user needs.
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Design as a strategic business tool: Use design thinking to support innovation, streamline communication, & reduce friction across customer & stakeholder touchpoints. Apply iterative ideation, prototyping, & testing to refine brand experiences & messages.
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Visual & experiential coherence: Develop scalable, recognizable brand assets & design systems that can be deployed across industries & channels.
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Bridge creativity with strategy: Translate abstract brand values into tangible, impactful experiences, environments, & interactions.
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Consistency across touchpoints: Ensure brand identity is expressed consistently across digital, physical, product, internal culture, & external partnerships.
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Asset creation & governance: Oversee the creation of a clear & flexible brand system — from logos, typography, brand elements, photography, video, reports, print & digital assets, UI/UX, messaging & positioning frameworks, & enterprise decks.
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Brand as signal: Make the brand a strategic signal of stability, clarity, & confidence to it stakeholders; investors, partners, customers/users, & markets.
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Investor Narrative & Materials: Collaborate on pitch decks, financial narratives, & investor communications to support capital strategies.
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Valuation Multipliers: Shape how the brand contributes to valuation, trust, & market perception. Align brand storytelling to build investor confidence & stakeholder clarity.
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M&A & Partnership Readiness: Ensure brand systems are scalable, flexible, & ready for co-branding, joint ventures, or acquisitions.
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Data-informed branding: Use data & insights to validate brand strategies, measure brand health, & align efforts with KPIs.
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Brand as growth engine: Position brand as a key driver of business performance, customer loyalty, & differentiation.
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GTM & Innovation Support: Support product & marketing teams to amplify launches, campaigns, customer acquisition, & product-market fit initiatives with cohesive branding.
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Brand culture leadership: Embed the brand into company culture, hiring, onboarding, talent development, & internal storytelling.
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Brand guardianship: Develop internal brand playbooks & systems that allow teams to use brand assets effectively without dilution.
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Training & enablement: Develop brand guidelines, toolkits, & training programs to empower teams to deliver on-brand experiences.
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Leadership Visibility: Serve as a thought partner to support the initiatives around thought leadership for the executives & leadership team within the organization.
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Our Clients
We have worked with over 60 companies and organizations in a variety of industries including life science, biotechnology, fashion, B2B services, tech, education, legal, cosmetics, real estate, architecture, & more. Always with an eye on the lookout for new challenges & clients that resonate!
Leadership Team
Jonathan Barton
Creative Jedi + Owner
Maggie Barton
Story Architect
Genuine experiences, concrete results.
“We have loved working with you over the last two years! Thank you for always working quickly & simplifying our complex scientific information into understandable graphics for our target indications.”
Dan, Renovion
"I gave Jon a general (and very scattered) idea of what we were trying to convey, and handed him the reins. Jon was able to distill our big, scattered ideas into effective, punchy copy and came up with some stunning graphics that fit exactly what we were looking for. Jon has a good eye for what will work visually in the field to draw customers' attention and a good pen for writing marketing copy. We couldn't be more pleased with Jon's quick, professional work, his responsiveness, and the quality of the project he did for us. We would unequivocally recommend his services."
Mark, Acme Commercial Properties
"Barton Creative exceeded all expectations when we sought to refine & elevate our website & brand assets. We desired imagery that was not typical for the biotech space to tell the Myrtelle story & mission. This is what bcc: excels at - creative design that tells a story in ways that sets your brand apart from rest."
Jordana, Myrtelle
"I have loved working with you over the last year, I can’t wait for our next project together!"
Amber, Chegg
“bcc: is the go to resource for the creative needs of my clients. Their attendtion to detail, timeliness, & proactiveness have made them an invaluable resource.”
David, R Squared Group
"I’ve enjoyed working with Barton Creative & Consulting for five years; they’re incredible & an integral part of my team! I know folks have a lot of choices these days when it comes to finding someone to help with their marketing, website, or business branding, & it isn’t easy to find someone who can do all the above. But bcc: checks all the boxes, & their work has surpassed my expectations."
Laci, SFC Fitness & Health