FRED

makes brands work for scaling startups

When your brand…

(click the pink buttons to read more about the services)

GET A BRAND CHECK-UP

What’s not working for your brand?

is all over the place as you scale:

  • 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)

    Book a chat

    Whatsapp me

needs ongoing brand leadership:

  • 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 get

    • Strategic 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

    Book a chat

    Whatsapp me

looks early-stage but you're not:

  • 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 get

    • Competitor 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

    Book a chat

    Whatsapp me

Making brands work

  • Sellar

    Sellar

    Craft beer trade platform

    Brand repositioning
    Visual identity redesign
    Brand guidelines

  • 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.

  • I repositioned a sustainable logistics startup and helped them become the city's most loved logistics service.

    Cargo Velo

  • I helped rebrand a Pharmatech scaleup, setting them up for growth and helping them attract the best people in the industry.

    Access Infinity

  • 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

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WHATSAPP ME

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FRED

fred@fredonbrand.com
+44 (0)7990 430 018