New Book Building a Brand That Scales by Backstory Branding CEO Jed G. Morley Shows How Strategic Messaging Fuels Growth

New release bridges the gap between brand and performance marketing to multiply enterprise value.

Backstory Branding, the brand strategy and messaging firm for growth-stage companies, today announced the release of a new book from its founder and CEO, Jed G. Morley, Building a Brand That Scales: How to Unlock the Hidden Value in Your Brand and Business (Fast Company Press, $19.95). The book is designed for founders, investors, CEOs, CROs, CMOs, and digital marketing leaders at pivotal moments of transformation like these:

• Entering new markets or launching new products
• Rolling up multiple brands
• Transitioning beyond founder-led sales
• Acquiring a new product or technology
• Repositioning or scaling portfolio companies
• Preparing for liquidity events or strategic exits

It delivers a practical, proven system for turning your brand message into a strategic asset that aligns teams, accelerates growth, and multiplies enterprise value.

Already an Amazon Best Seller, the book draws on over two decades of experience helping growth-stage companies articulate and activate category-defining brand messaging strategies. In it, Morley introduces The Backstory Brand Wheel™ Framework. This insightful data-driven branding methodology bridges the gap between brand marketing and performance marketing, blending the best aspects of both. Readers will learn how to achieve measurable outcomes, such as shorter sales cycles, higher-quality leads, and stronger exit multiples.

“Backstory didn’t just help us craft better messaging—they gave us a single source of truth our entire company could rally around,” said Brad Caldwell, founder and CEO of SecurityMetrics, a Backstory client featured in the book. “Jed and his team interviewed our customers, transcribed every word, and surfaced exactly what they valued about us. That clarity unified sales and marketing, aligned our entire organization, and helped us grow from 6% to 22% annually. It was a great investment in our future.”

Other companies featured in the book include category leaders like Bacon Work, BambooHR, Consensus, Disruptive Advertising, Gabb, Grow, Havenpark Communities, Lucid Software, Property Management Inc. (PMI), and Tanner LLC—each using Backstory’s branding principles to turn their message into a growth multiplier.

Misalignment and Mixed Messages Are Costly

Most growth-stage companies suffer from a hidden problem: their story sounds different depending on who’s telling it. Leadership, sales, and marketing often operate in silos—causing mixed messages, confused customers, and suppressed valuation multiples. This “clarity gap” can extend sales cycles by up to 30%, reduce marketing effectiveness by 40%, and lower perceived brand value by more than 20%. The Backstory Brand Wheel Framework closes this gap by aligning teams around a shared story. From strategy to execution, the framework delivers consistent, high-impact messaging across every audience, department, and customer touchpoint.

A Blueprint for Building a Brand That Scales

Building a Brand That Scales offers step-by-step guidance for:

• Shaping brand perception with the right words, visuals, and experiences
• Aligning leadership, marketing, and sales around one compelling narrative
• Tailoring messaging to customer journeys across the marketing and sales funnel
• Creating internal clarity and buy-in at every level of the organization
• Structuring your brand for scalability and exit-readiness

“Leaders who follow our systematic approach don’t just build better brands—they unlock alignment, confidence, and momentum,” said Jed G. Morley, founder and CEO of Backstory Branding and author of Building a Brand That Scales. “Their teams learn to communicate a clear, consistent story that resonates across audiences and scales the magic that got them traction in the first place—often leading to stronger growth and higher valuations.”

Building a Brand That Scales is available on Amazon and everywhere books are sold.

About Jed G. Morley

Jed G. Morley is the founder and CEO of Backstory Branding, where he builds brands that live up to their promise by getting their stories straight—inside and out. A seasoned strategist, Jed has guided dozens of leadership teams across industries through high-stakes moments like fundraising, M&A, and rapid growth. Outside of work, he enjoys making memories with family, serving in his church and community, exploring the performing arts, cycling, and researching his Swedish ancestry.

About Backstory Branding

Since 2016, Backstory Branding has helped dozens of growth-stage companies across diverse industries accelerate growth and increase company valuations—fueling funding rounds, acquisitions, and exits totaling hundreds of millions in enterprise value. Guided by The Backstory Brand Wheel™ Framework, their team of seasoned brand strategists and messaging experts dives deep to uncover actionable insights, translating them into strategic narratives and messaging frameworks that clearly and consistently communicate company value.

Learn more at backstorybranding.com.

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Misaligned messaging is costing you more than you think. In "Building a Brand That Scales," brand strategist Jed G. Morley reveals how the right message—delivered consistently—can shorten sales cycles, boost lead quality, and multiply enterprise value.