Building a Brand That Scales: How to Unlock the Hidden Value in Your Brand and Business

by Jed G. Morley

Unlock the hidden value in your brand and business.

In Building a Brand That Scales, branding expert Jed G. Morley bridges the gap between brand marketing and performance marketing to unlock the hidden value in your business. Jed shares proven principles and real-world examples for building a brand that grows with you. The resulting clarity, consistency, and momentum drive alignment and fuel profitable growth to maximize your company’s value.

When you’re clear about who you are, what you do, and why it matters, your entire team can consistently communicate your value to every audience, creating opportunities that convert customers to your brand. With Building a Brand That Scales, you’ll learn how to

• craft a compelling brand strategy that shapes customer perceptions with the right words, images, and experiences;

• communicate your value clearly and consistently across all audiences, channels, and customer touch points;

• align teams with cohesive visual, verbal, and experiential guidelines;

• accelerate growth with targeted messaging at each stage of the funnel.

JED G. MORLEY is the founder and CEO of Backstory Branding, a consultancy dedicated to helping businesses build brands that live up to their promise through consulting, coaching, and courses. With over two decades of experience, Jed has led brand breakthroughs for category leaders such as BambooHR, Lucidchart, Consensus, Grow, and Vasion. His proprietary Backstory Brand Wheel™ Framework has empowered organizations across industries to clarify their purpose, articulate their value, and codify their culture.

Genres: Nonfiction

288 pages, Paperback

Published June 3, 2025

Reviews

[Sarah Jensen · Rating 4 out of 5]

Book Review: Building a Brand That Scales by Jed G. Morley
Rating: 4.4/5

Concept & Practical Application
Jed G. Morley’s Building a Brand That Scales is a well-structured, actionable guide for entrepreneurs, marketers, and business leaders seeking to elevate their brand’s impact. Unlike generic marketing manuals, Morley’s approach bridges the often-overlooked gap between brand marketing and performance marketing, offering a cohesive framework for sustainable growth. His Backstory Brand Wheel™ Framework serves as the backbone of the book, providing readers with a systematic method to clarify their brand’s purpose, articulate its value, and align internal and external messaging.

Strengths & Key Takeaways
One of the book’s standout features is its balance of theory and real-world application. Morley avoids abstract jargon, instead delivering clear, step-by-step strategies that can be immediately implemented. Case studies from companies like BambooHR ( a product my own organization uses) and Lucidchart illustrate how his principles translate into tangible success, reinforcing credibility.

The emphasis on consistency—across visual, verbal, and experiential branding—is particularly compelling. Morley argues convincingly that a well-defined brand identity doesn’t just attract customers; it also fosters internal alignment, reducing friction in decision-making and execution. His discussion on targeted messaging at different funnel stages is another highlight, offering nuanced insights into how brands can adapt communication without losing core identity.

Constructive Criticism
While the book excels in practicality, some sections could benefit from deeper exploration of challenges faced by smaller businesses or startups with limited resources. Morley’s examples lean heavily toward established companies—readers from early-stage ventures might crave more scalable, budget-friendly adaptations of his framework.

Additionally, the Backstory Brand Wheel™, though effective, occasionally feels overly prescriptive. Businesses with unconventional models or niche markets may find it less flexible than desired. A brief discussion on when and how to deviate from the framework could enhance its universality.

Final Verdict
Building a Brand That Scales is a must-read for professionals serious about brand strategy. Its structured methodology, combined with Morley’s industry-tested expertise, makes it a valuable resource for both seasoned marketers and emerging entrepreneurs. Recommended for:

-Business leaders seeking to unify brand and performance marketing.
-Marketing teams in need of a clear, actionable branding framework.
-Startups and scale-ups aiming to solidify their market positioning.

Acknowledgments
Thank you to the publisher and Goodreads Giveaways for providing a free copy for review. This opportunity allowed for an in-depth evaluation of Morley’s insightful work.

Closing Note
A rare blend of strategic depth and executable advice, Building a Brand That Scales demystifies branding while proving its critical role in long-term business success.

[sarcellegalaxy · Rating 4 out of 5]

Rating: ⭐⭐⭐⭐ (4 stars)

Building a Brand That Scales is a practical and actionable guide for entrepreneurs and business leaders who want to grow their brand without losing its core identity. Jed G. Morley does a great job breaking down branding concepts into clear, easy-to-follow strategies while also emphasizing the importance of long-term vision.

I enjoyed the mix of real-world examples and thoughtful advice it made the book feel approachable and not overly technical. Some sections were a bit repetitive, but the overall value is undeniable. A solid read for anyone looking to elevate their business and brand strategy.

[Kaitlin Stubbs · Rating 3 out of 5]

It was alright. I just don’t enjoy non-fiction books much, so maybe that’s why I rated it at 3 stars. It’s good for people wanting to build a brand and know the behind-the-scenes that go into building a brand. That said, I wouldn’t recommend to a person that wasn’t actually trying to build a brand and business.

[AMAO · Rating 5 out of 5]

🎯🎯🎯🎯🎯

[Peggy · Rating 5 out of 5]

Building a Brand that Scales is clearly written, easy to follow strategies to guide you through building or reevaluating a brand or business.

[Landon · Rating 4 out of 5]

Even if you’ve read all the good books in this genre, this is a unique tactical take that builds on everything you’ve read.