“How I want to set it up is that I want the brand person to have a specific budget, because I feel that without a budget a brand person, they're lost. What do they do?”

Give your brand hire a dedicated budget, or they have nothing to actually do

A common failure mode is hiring a brand director and then making them beg performance for budget. Bicego's structural fix: carve out a dedicated brand budget upfront and limit stakeholder approvals so the role can actually execute instead of negotiating. Otherwise you've hired a strategist with no runway.