Chris Cureton

I help leadership teams get aligned around who they are, what they stand for, and how they show up—inside and out. I’m the creator of The United State of Brand Design (USBD) Framework, a strategic toolset for executive teams who know their brand is bigger than a logo, but are still feeling the friction of misalignment.

For nearly 20 years, I’ve worked at the intersection of brand, business strategy, and team dynamics—supporting founders, CEOs, and Heads of Marketing as they scale, pivot, and evolve. I’ve led rebrands, built internal brand systems, launched new products, and helped companies unlock the strategic value of alignment. Along the way, one thing has become crystal clear: brand problems are rarely surface-level. They’re usually symptoms of a deeper issue—misalignment across leadership, messaging, and execution. I call this the Misalignment Tax , and it’s one of the biggest hidden costs inside growing companies.

That’s why I’ve built my methodology around building brand strategies that become strategic operating systems (your company’s StrategicOS ). I help teams make alignment actionable by mapping friction points, connecting strategy to behavior, and turning brand into a daily driver of clarity, focus, and momentum.

My sweet spot is working with growing teams who are operating “almost aligned,” but could accelerate much faster toward their goals. If that’s you, I’d love to help you reduce friction, sharpen your story, and lead with a brand that actually reflects who you are and where you're going.

“I had the opportunity of partnering with Christopher as a client for two major transformation programs. He possesses a unique blend of Customer Design Focus and Business Acumen. His design leadership helped our business to truly understand the Customer Experience and apply it to create a transformational Value Proposition.”

Shane Hill, Director, Supply Chain Transformation, Chick-fil-A