BrandOps Consultancy
How you can engage Charlie Xray
BrandOps Solutions
Practical, operational support to keep your brand aligned, consistent, and performing as you scale.
Most growing companies don’t have a brand problem, they have an operational one. Signals drift, teams interpret things differently, and execution slowly disconnects from intent. BrandOps fixes that. Below are the core services you can engage Charlie Xray for.
Diagnostics & Audits
Expose the Gaps. Find the Drift.
Diagnostics are the front door to BrandOps.
Fast, sharp assessments that reveal where your brand is drifting and why execution isn’t matching strategy.
Brand Signal Scan
Analyses how your brand shows up externally — your codes, consistency, and the small deviations that add up to lost credibility.
You get a clear view of your brand’s external signal health and the specific actions needed to fix inconsistencies.
Drift Audit
This is a deeper internal + external review that identifies where teams, assets, and habits are bending the brand out of shape.
You get a practical drift map, priority fixes, and a structured plan to get your brand back on track.
Targeted, high-impact fixes
BrandOps Interventions
Interventions are focused, time-bound engagements designed to strengthen BrandOps inside the organisation.
They apply the Charlie Xray BrandOps Framework to specific moments of risk, change, or breakdown where governance, alignment, or consistency cannot be left to chance.
Some interventions address a clearly defined part of the BrandOps system. Others span multiple areas where the organisation is under pressure. The format, duration, and level of involvement vary by situation, but the goal is always the same: restore clarity, control, and confidence in how the brand is delivered.
Rebrand Implementation & Rollout
Rebrand Implementation & Rollout
When a rebrand moves from agency handover into the organisation, execution risk increases sharply.
This intervention provides external BrandOps oversight during that transition. We work with leadership and delivery teams to put governance, sequencing, and decision authority in place before rollout begins, then stay involved in a fixed-term role to ensure the brand is implemented consistently and adopted properly.
This is not a sprint and not a creative engagement. It is a system-wide BrandOps intervention designed to prevent drift, inconsistency, and costly rework during brand change.
Foundations Sprint
Foundations Sprint
This sprint focuses on consolidating and operationalising the brand’s foundations so they can actually be used day to day.
Positioning, messaging, intent, brand codes, and guidelines are brought together into a single, coherent foundation. From there, the sprint examines how those foundations are currently being interpreted across teams and where they are being misunderstood, diluted, or worked around.
The aim is not to reinvent the brand, but to remove ambiguity and ensure the foundations are clear, usable, and consistently applied across the organisation.
Governance Sprint
Governance Sprint
This sprint focuses on how brand decisions are made and enforced.
It clarifies ownership, decision rights, approval flows, and escalation paths so teams know where responsibility sits and how to move forward without creating inconsistency. The sprint replaces informal, ad-hoc decision-making with a clear governance model that supports speed without sacrificing alignment.
When complete, brand decisions follow a repeatable operating model rather than individual interpretation.
Experience Alignment Sprint
Experience Alignment Sprint
This sprint focuses on closing the gap between what the brand claims to be and how it is actually experienced across product, website, sales, onboarding, and service.
It examines how brand intent and foundations are being translated into real-world touchpoints, where inconsistencies have crept in, and how different teams are interpreting the brand in practice. The sprint then establishes shared experience principles and practical alignment checks that guide execution across functions.
The result is a more coherent, joined-up brand experience — one where customers encounter the same intent, tone, and standards wherever they interact with the business.
Ritualised QA Sprint
Ritualised QA Sprint
This sprint focuses on how quality is maintained over time.
It installs regular quality checks that make drift visible early, defines what “good” looks like, and establishes who is responsible for review and correction. QA becomes a routine part of how work is done, rather than a reactive clean-up exercise after inconsistencies appear.
The result is consistency that’s maintained through habit, not vigilance.
Team Enablement Sprint
Team Enablement Sprint
This sprint focuses on internal adoption of the brand and BrandOps practices.
It looks at how teams currently work with the brand, where confidence is low, and where interpretation is creeping in. The sprint introduces practical tools, playbooks, training, and operating rhythms that help teams apply the brand consistently without needing constant oversight.
The outcome is shared understanding and autonomy, not dependency on central approval.
Measurement Sprint
Measurement Sprint
This sprint focuses on making brand performance observable and discussable.
It establishes how brand consistency and drift are tracked over time, introducing the BrandOps Monitor, reporting cadence, scorecards, and thresholds. This gives leadership a clear view of brand health and creates a shared language for discussing issues before they escalate.
Measurement ensures BrandOps remains an active discipline rather than a one-off initiative.
Sprints typically run for 30–90 days, depending on scope, organisational complexity, and how embedded the work needs to be. The work combines diagnosis, system design, hands-on implementation, and support through early adoption.
Intervention scope and cost depend on:
- the pillar being addressed
- the size and structure of the organisation
- how much needs to change versus be clarified
- the level of leadership involvement required
Most interventions are scoped after an initial diagnostic to ensure effort is focused where it will have the most impact.
Install the entire BrandOps discipline
BrandOps Installation
For organisations ready to embed brand discipline end-to-end.
A BrandOps Installation is a structured programme that implements the full BrandOps system across the organisation. Rather than addressing individual issues in isolation, it deliberately installs brand foundations, governance, enablement, quality assurance, and measurement as a single operating discipline.
Installations are delivered over a defined period and typically comprise multiple coordinated BrandOps sprints, sequenced to reflect the organisation’s size, complexity, and areas of risk.
What gets installed
A BrandOps Installation deploys the following components as a single, connected operating system.
Governance OS
Brand Foundations
Experience Principles
Decision Frameworks
Team Enablement
QA Rituals
BrandOps Monitor
Monthly cadence setup
The outcome is not a strategy or a framework, but a working discipline — installed, owned, and capable of being maintained internally as the organisation scales.
Fractional Brand Leadership
Embedded BrandOps Leadership
Your fractional brand leader — focused entirely on operational brand discipline.
For businesses who want ongoing leadership to protect alignment as they scale, without hiring an in-house executive.
This is where we step inside the organisation to:
- Maintain governance
- Oversee alignment across teams
- Run regular drift QA
- Lead the BrandOps Monitor
- Keep codes and execution tight
- Act as the leadership’s partner for brand-led decisions
- Ensure the brand and business stay connected as things move fast