FRED
makes brands work for scaling startups
When your brand…
(click the pink buttons to read more about the services)
What’s not working for your brand?
is all over the place as you scale:
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You're moving fast. Your team is growing. But your brand is chaos.
Different messaging on every channel. Visual inconsistency everywhere. Your marketing team reinvents the wheel with every campaign. And you know it's costing you - in conversion, in credibility, in wasted time.
Let's fix it with a:BRAND OPS SPRINT
A quick, founder-friendly declutter of your brand. We keep the soul, strip out the mess, and give you tools to stay consistent going forward.
What you get
Week 1: Brand audit + team interviews to identify your "brand debt"
Week 2: Brand system build - messaging frameworks, visual templates, decision trees your team can use
Week 3: Team enablement - working sessions to apply the system to real campaigns
Week 4: Documentation + 30-day support in the tools you already use (Notion, Figma, etc.)
££8,500 - £12,000
(depends on company size/complexity)
needs ongoing brand leadership:
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You know brand matters. But you can't justify a £80-100K full-time hire yet. And agencies give you strategy decks that sit in drawers.
You need someone who can set the direction AND execute. Someone who shows up, does the work, and makes your brand actually scale with your business.
Let’s fix it with:EMBEDDED BRAND LEAD
I step in as your fractional Head of Brand - senior strategic thinking plus hands-on execution, without the full-time cost. You get brand leadership that actually moves the needle.
What you getStrategic brand direction and roadmap
Oversight of all brand touchpoints before they go live
Creation of key brand assets (landing pages, pitch decks, campaign creative)
Attendance at key marketing meetings
Management of other contractors/agencies when needed
Flexible commitment that scales with your needs
Tier 1: Brand Strategy Partner - £2,500/month (2 days/month)
Tier 2: Brand Lead + Execution - £4,500/month (4-5 days/month)
Tier 3: Head of Brand (Fractional) - £7,500/month (8-10 days/month)
(Fixed price unless the project grows outside what’s listed here)Minimum 3-month engagement
looks early-stage but you're not:
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You're 3-6 months from raising Series A or B. Your product is solid. Your metrics are strong. But your brand looks seed-stage.
Investors notice. They won't say it, but a messy brand signals execution risk. You need to look as credible as you are.
FUNDRAISE-READY PACKAGE
Competitor teardown, white space mapping, standout messaging) PLUS investor-focused brand polish. Fast turnaround. High impact.
What you getCompetitor brand teardown + white space mapping
Standout messaging framework that differentiates you
Pitch deck brand audit + refinement
Investor-facing one-pager design
Website homepage recommendations
LinkedIn founder profile optimization
30-day support for tweaks as you refine your pitch
£2,200
Making brands work
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![Sellar]()
Sellar
Craft beer trade platform
Brand repositioning
Visual identity redesign
Brand guidelines -
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Access Infinity
Pharma Tech
Brand repositioning
Visual identity redesign
Messaging frameworks
Brand guidelines
Brand implementation
across campaigns, social, website -
![hotbed]()
Hotbed
Start-up accelerator
Strategic bold repositioning
Visual identity redesign
Brand manifesto
Brand rollout across events
Brand implementation across deliverables
BRAND CHECK-UP
BRAND CHECK-UP
Not sure where to start?
Book a Brand Efficiency Audit (Free)
I'll spend 15 minutes reviewing your brand across key touchpoints (website, ads, LinkedIn, sales materials) and record a short Loom walking through:
Where inconsistencies are hurting conversion
Where you're losing differentiation vs competitors
3-4 quick wins you could implement this quarter
No obligation. Just useful feedback from an experienced outsider.
About me
Hi, I'm Frederic Lootens (Fred). I've spent 15 years building brands for businesses across sectors, from startups over scaleups to global brands.
I've worked with marketing leaders who inherited messy brands, founders raising their next round, and growth teams trying to move fast without breaking everything.
I know what it's like because I'm also building Pary Moppins, a date night organising service for parents. So I get it from both sides: the strategic thinking you need AND the practical constraints you're working with.
That's why I started Fred on Brand. No agency bloat. No endless strategy decks. Just sharp, targeted strategic work and execution that turns your brand from a liability into a growth lever.
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I repositioned a sustainable logistics startup and helped them become the city's most loved logistics service.
Cargo Velo
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I helped rebrand a Pharmatech scaleup, setting them up for growth and helping them attract the best people in the industry.
Access Infinity
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I am building a parent brand that refuses to look like a parent brand - and parents love it for that
Pary Moppins
Let’s talk
Or just say hi
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