Define Your Brand:
Define a brand strategy that creates your desired brand perception with the right words, images and experiences.
Align Your Teams:
Align your teams and equip them to consistently follow your visual, verbal, and experiential brand guidelines.
Accelerate Your Growth:
Accelerate your growth by clearly and consistently communicating your value at each stage of the funnel.
About The Book
Building a Brand That Scales explains the process of creating and activating a brand that can grow with your business.
Building a brand is a purpose-driven process that blends the best of brand and performance marketing. It requires alignment between your vision and customers’ wants and needs.
In Building a Brand That Scales, branding expert Jed G. Morley goes beyond theoretical concepts and shares proven principles and practical examples to help you design and execute an effective brand strategy that clarifies who you are, what you do, and why it matters. When you know who you are as a company, you can clearly and consistently communicate your value to your customers and accelerate profitable growth.
As founder and CEO of Backstory Branding, Jed draws upon years of experience creating brand breakthroughs and expertly demonstrates the power of building a brand that clarifies your purpose, articulates your value, and codifies your culture.
Customers prefer, purchase and share brands that connect with them on an emotional level. Learn how to make these connections to maximize the value of your business.
In this book you will learn how to:
Clarify your brand purpose, mission, vision, and values.
Differentiate your brand position and what you want to stand for in customers’ minds.
Articulate your brand promise, the overarching value you deliver to customers.
Define your brand pillars, your biggest differentiators and benefits.
Create your brand personality, how your brand should look, sound, and feel.
Identify your ideal customers, what they want, and why they buy.
Clarify your messaging for each audience to achieve Message Market Fit®.
Build a messaging stack that communicates your full value at each stage of the funnel.
Align your marketing, sales, client success, and product teams.
Cultivate a company culture that lives up to your brand promise.
Develop an effective brand architecture and naming strategy for your business.
Design a distinctive and timeless visual brand identity (logo) and system.
Create consistency across brand touchpoints and marketing channels.
Fuel your SEO program with authoritative, relevant content marketing.
Create copy that drives high-performing PPC ad campaigns.
Enhance your reputation and online presence with engaging blogs, articles and posts.
Our ideal reader
Meet the author
As founder and CEO of Backstory Branding, Jed G. Morley helps leaders build brands that scale and accelerate growth by getting their stories straight inside and out. Using the Backstory Brand Wheel™ Framework and proprietary Message Market Fit® process, Jed and his team help clients clarify their purpose, articulate their value and codify their culture to make and keep a meaningful promise at scale.
Innovative brands across industries have accelerated their growth using Backstory’s proven principles like BambooHR, Gabb, Lucidchart and Tanner LLC. Before starting Backstory, Jed worked in marketing and business development for various companies, including IDEO, the global design and innovation consultancy that created the design thinking movement.
Away from work, Jed enjoys spending time with his family, supporting the arts, exploring the outdoors, and researching his Swedish family history. He holds a degree in design from Brigham Young University and a master's degree in Integrated Marketing Communications from Northwestern University.
Why Jed Wrote this Book
The inspiration for writing this book came from working with dozens of visionary leaders who dared to build great brands. Together, we’ve proven these branding principles help businesses scale their success.
Getting the Most Out of This Book
Read the book in your preferred format, whether it's in hard copy, paperback, or e-book form.
Fill out Backstory’s Brand Wheel™ Assessment to identify gaps in your brand’s ability to scale.
Implement the principles and process in the book to build and activate a brand that scales.
