Hiring Your First Chief Brand Officer: 8 Things to Get Right

Companies need a brand identity that resonates with the people they serve. That's why more organizations are considering a Chief Brand Officer (CBO): a leader who keeps brand communication consistent across every channel and guides the company toward a compelling identity.

If you're considering hiring a CBO, here are the things I'd get right first.

8 things to get right when hiring a CBO

1. Understand your objectives

Before you start the search, define what you expect the CBO to accomplish and how the role will differ from your existing marketing team. Clear answers make the right fit much easier to spot.

2. Align skills with expectations

Are you looking for a CBO who drives revenue, or one who raises awareness in your community and industry? Assess their experience with PR and advertising, and whether they lean creative or analytical. Their skills need to match your actual needs.

3. Be realistic about budget

Make sure the compensation fits your budget, and address it early. Strong candidates want to feel valued, and clarity up front removes a common point of friction.

4. Know how a CBO differs from a CMO

The roles overlap, but they're distinct. A CMO typically owns marketing performance, customer experience and revenue generation. A CBO is dedicated to brand identity and brand management. Separate leaders bring complementary skills and different perspectives, and they keep one person from burning out trying to do both. For more on how the two roles work together, see The Power of Collaboration: Building Effective Relationships Between CBOs and CMOs.

5. Tailor the role to your brand needs

Shape the position around your brand strategy and your real marketing challenges. Is there a disconnect between your identity and your audience? Is trust or transparency an issue? Do you need more visibility? A tailored role attracts candidates whose experience gives you an edge.

6. Expect consistency across channels

A core part of the job is consistent branding across every platform and touchpoint, with uniform language and messaging. That consistency builds recognition and trust.

7. Prioritize storytelling and experience

Look for a strong background in brand storytelling. It's how a CBO communicates your vision and builds a narrative around your products or services. The best candidates understand brand from both an aesthetic and an organizational perspective, and have managed large campaigns or complex, cross-departmental projects.

8. Insist on a shared vision

Your CBO should have a solid grasp of your business needs and be able to build strategies that improve loyalty while driving profitability. Look for someone who aligns with your vision and has a track record of making strategy work at previous companies.

Not ready for a full-time CBO?

Many companies need senior brand leadership before they need a full-time executive. That's where a fractional CBO fits: someone who sets brand strategy, aligns the leadership team and builds the foundation, without a full-time hire. I work with companies in that role. If you're weighing a CBO hire, let's talk.