How the Chief Brand Officer Can Bring Noticeable Changes: 3 Quick Wins

1 April 2025

How the Chief Brand Officer Can Bring Noticeable Changes: 3 Quick Wins

When companies want to bring noticeable changes to how their businesses operate, they usually turn to those in their top management or leadership positions. Often this can mean that responsibility falls on  Chief Executive Officers (CXOs) to drive the changes expected from the company’s board or owners.

Where these changes relate to branding, the task of achieving them is likely to fall at the feet of the chief brand officer (CBO). Now, imagine you’re the newly appointed chief brand officer (CBO) at your company. You’re paid between $269,000 and $502,000 a year and your first task is to refresh elements of branding in your new company. How do you get on with this task at hand? Well, with just a few small but impactful tweaks, you can get your superiors, employees, and colleagues to notice some immediate changes, to demonstrate how you’ve hit the ground running! Here are three quick wins to help you on your way.

1. Introducing New Technology for Maximizing Efficiency

One of the fastest ways to make your mark as CBO is by advocating use of new technology to make  branding activity more effective. Do you know how draining it is when everyone’s searching through email threads or old shared drives, just to find that one logo file? Or worse, what would happen if someone were to use the wrong version of a design because it’s all they could find?

That’s the stuff that kills creativity and slows down campaigns. By introducing smarter tools, like project management platforms, automated content creation systems, or collaboration software, you create breathing room. 

Now, if you really want to up the game, you can’t ignore digital asset management or DAM. Adopting DAM software changes the way your entire team interacts with your brand’s design elements. For example, a solid design asset library that’s organized and properly maintained through Lingo DAM software, means your team isn’t wasting hours hunting for the latest assets. 

It also means your marketing efforts are on point because everyone is:

• Pulling from the same digital libraries
• Sticking to the digital brand guidelines
• Keeping that much-needed brand consistency 

You’re not just making the creative process smoother, you’re protecting your strategy and making sure your digital assets aren’t scattered all over the place. Such a relatively straightforward step means both a noticeable change and a quick win!

Reevaluating the Brand’s Voice and Message

Once the tools are in place, it’s time to turn your attention to something just as important – your brand’s voice. 

It’s crazy how many brands drift off-course simply because no one’s checked if the message still fits where the company is today. As CBO, you need to sit down and ask the hard questions: does our message still resonate? 

Are we connecting with people the way we should? Or are we just repeating the same tired lines because that’s how it’s always been done?

Reworking your brand’s voice doesn’t mean tossing everything out. Sometimes, it’s about dialing things in – being clearer, more relatable, and maybe even a little bolder.

For instance, research shows that 73 percent of customers don’t mind paying more for products from sustainable brands. Hence, if your brand is a sustainable one, and this message is not clear in your brand’s voice, you’re not doing branding right.

People love brands that feel real, not ones that sound like they were written by a committee afraid to offend anyone. Getting that tone right is what makes people stop scrolling, lean in, and actually care about what you’re saying.

Building Stronger Internal Brand Advocacy

This is something you won’t hear a lot but your brand isn’t just what’s out there on social media or in your ads. It’s also what your team believes and says about the company when nobody’s watching. 

If you’re serious about making noticeable changes, you have to get your own people fired up about the brand first. That means pulling them into the process, listening to what they think, and showing them how their work directly impacts the bigger picture.

When your employees understand the story you’re trying to tell, and they feel connected to it, they naturally become your biggest advocates. And that’s the kind of momentum that spills over into the work, into customer conversations, and into every little corner of the business. 

You’ll start seeing the brand show up in places you never expected, just because your people believe in it.

Bringing It All Together

At the end of the day, making noticeable changes as a CBO isn’t about tossing a few new ideas around and hoping something sticks. It’s about:

• Being bold enough to rethink old systems
• Smart enough to bring in the right tools
• Empathetic enough to get your team fully behind you. 

Whether you’re introducing new tools or revamping the brand’s voice, the changes you make will definitely create a ripple effect. When you do it right, you won’t just see the difference. You’ll feel the difference in the way people talk about your brand, both inside and out.

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