Fractional Brand Strategist (8 Hours/Month for Multi-Market Homecare Brand

Overview

BlueDot Cares is a rapidly scaling home care and senior placement company preparing to expand from our flagship Charlotte location into multiple markets (Raleigh, Durham, and beyond). We are seeking a seasoned Brand Strategist to create a unified, scalable brand system that ensures consistency and trust as we grow toward a multi-location footprint.

This role is part strategic, part systems design, and part light creative oversight. You will collaborate directly with ownership.

Responsibilities

Over the first year, you will:

• Conduct a full brand audit across digital, print, and operational touchpoints.

• Develop a formal Brand Positioning Framework including messaging pillars and tone of voice.

• Build comprehensive Brand Guidelines for a multi-location brand.

• Create templates for marketing, hiring, referral outreach, and new-market launch assets.

• Establish a brand architecture for new locations (naming, structure, messaging consistency).

• Design a territory launch kit to support entry into new markets (e.g., Raleigh).

• Provide strategic direction on creative campaigns (Nextdoor, social, recruiting).

• Perform quarterly brand consistency reviews and propose improvements.

• Support acquisition integrations with brand migration guidance.

Required Experience

• 5+ years in brand strategy (agency or in-house).

• Experience with multi-location brands, franchises, healthcare, or service businesses (preferred).

• Ability to translate brand strategy into practical templates and guidelines.

• Strong visual sensibility; ability to direct design even if not doing all design execution.

• Experience working with leadership teams and scaling companies.

Monthly Commitment

8 hours/month ongoing. Additional project hours possible if mutually agreed.

Please include relevant brand guideline samples or multi-location brand work in your proposal.