Fuse CFO & Accounting | Outsourced accounting and fractional CFO services for growing businesses
North Carolina based
Challenge:
Fuse had more than a decade of history and solid brand equity. Gregg owned Strategic Accounting, a separate firm with its own reputation and clients. After acquiring Fuse he effectively had two brands in the market, two stories, and no single, clear way to explain who they served and what they actually did best. The work was high level, full stack accounting plus fractional CFO for companies in the 1 to 50 million range, although the brand still felt like a local accounting shop instead of a strategic finance partner.
What GiddyBrands did:
Led a Brand Strategy Workshop to decide what stays, what evolves, and how to bring Strategic Accounting and Fuse together under one banner. We kept the Fuse name to honor its history, then positioned the merged firm as Fuse CFO & Accounting, with a clear focus on founder led businesses that want finance to drive decisions, not just tax filings.
From that strategy we:
♞ Created a new logo and visual identity for Fuse CFO & Accounting that feels modern, calm, and trustworthy
♞ Built messaging that explains the offer in plain language, outsourced accounting plus fractional CFO, tied to clarity, cash, and better decisions
♞ Structured the new website around the core personas and buyer journeys, so founders can quickly see themselves and understand next steps
♞ Developed Gregg’s personal brand angle, his story, content pillars, and LinkedIn positioning, so he can show up as the face of Fuse without overshadowing the firm
We continue as an ongoing brand advisor, helping align sales materials, website updates, and Gregg’s content so everything points to the same strategy.
Result:
Fuse CFO & Accounting now shows up as a single, focused firm with one name, one story, and a visual identity that matches the level of clients they serve. Existing relationships from Strategic Accounting and legacy Fuse feel at home in the new brand, while new prospects get a clear picture of who Fuse is for and how they help. Gregg has a sharper narrative and a practical content lane, which makes his conversations, intros, and LinkedIn presence all work in favor of the brand instead of pulling in different directions.
