The secret to team alignment in fast-growing brands

Wyld Case study insight

As Wyld expanded state by state, maintaining consistency became harder. Parliament helped them create a brand playbook that created alignment, clarity, and speed across teams and categories. In this video, we explain why CMOs should treat playbooks as essential strategic tools—not optional documentation.

Outline

00:00

Intro

Chris at Parliament explains that a brand’s strength depends on consistent use by its people. If everyone applies it differently, the brand loses cohesion and becomes a disjointed collage.

00:11

Challenges of rapid expansion

Wyld was rapidly expanding across various states with different teams and partners, leading to inconsistent interpretations of the brand identity. To address this, a brand playbook was implemented to provide a single source of truth covering positioning, voice, tone, packaging, messaging pillars, and decision-making guidelines. This playbook aims to create shared judgment and consistency across diverse roles, locations, and departments rather than merely imposing rules.

00:39

Benefits of a brand playbook

The segment explains the importance of having a brand playbook. Without it, even strong brands risk inconsistency as different teams create varying versions, causing design and messaging to drift. A playbook brings alignment and efficiency, enabling designers to work faster, marketing to remain consistent, and leadership to feel confident that the brand will stay unified during growth. Playbooks do not restrict creativity but rather focus it toward a common goal.

01:09

Case study and closing remarks

Chris encourages viewers to explore a case study on the website about the work Parliament did with Wyld.

Transcript

Hey friends, it’s Chris at Parliament.

A brand is only as strong as the people using it. If everyone builds it out differently, you don’t have a brand—you have a collage.

Wyld was expanding fast. Really fast. Different states, different teams, different partners, different interpretations of what the brand was supposed to be. Inconsistency was becoming the norm.

A brand playbook helps solve that. It gives teams one clear source of truth for positioning, voice, tone, packaging structure, messaging pillars, and overall, it provides decision-making guardrails. It’s not just about creating rules. It’s about creating shared judgment across roles, states, offices, different locations, and different departments.

Even with an established brand —even with a beautiful logo and epic illustration—without a playbook, it can become a free-for-all. Everybody ends up building their own version of the same brand. Design drifts. Messaging shifts. Sales teams improvise. And the brand gets weakened one small decision at a time.

With a playbook, Wyld gained alignment and speed. Designers worked faster, marketing stayed consistent, and leadership gained confidence knowing that the brand was not going to fragment as they grew.

Playbooks, guidelines, platforms—they don’t limit creativity. They channel it in the same direction, at the same time, toward the same goal.

To learn more about the work Parliament did with Wyld, check out the case study on our website.

All right, that’s it for me. Be brave. Stand apart.