Most fractionals get stuck on branding two ways: ignore it entirely, or lose weeks in a logo spiral before landing a client. Christine Lieu-Guzauskas, founder of CL Designs, has a sharper framework.

Key Takeaways

• Branding has three layers: internal (positioning), external (visuals), and experiential (client journey). Most consultants skip the first and underfund the third.
• Start visual brand research on Pinterest. Set a timer, collect without judgment, and let patterns emerge.
• Your brand evolves with you - five iterations in ten years isn't inconsistency, it's a growing business.
• Client experience isn't just onboarding gifts. It's frictionless booking, transparent pricing, and asking how clients like to celebrate before you send a goodbye present.

Guest Bio

Christine Lieu-Guzauskas is the founder of CL Designs, an award-winning Toronto design boutique specialising in the nonprofit sector. She helps consultants build cohesive brands - from visual identity to client experience - and hosts the Brand Party podcast.

Resources + Links

• CL Designs: https://www.christineldesigns.com
• Brand Party Podcast
• Apple Podcasts
• Spotify
• Christine on Instagram
• Handwrytten
• SugarWish

Connect with Christine: Website | LinkedIn

Fracture is for nonprofit professionals who refuse to choose between doing good work and having a good life. Hosted by Cindy Wagman, founder of the Nonprofit Fractionals Network, it's real talk on building a fractional consulting business that actually pays - and still matters.

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