Backstory is a brand strategy and messaging consultancy that closes the gap between brand and performance marketing. We build premium brands for premium exits by helping founders and executive teams communicate their full value at a company, audience and offering level. Our insight-driven process combines the best of qualitative and quantitative analysis to uncover insights that set you apart and attract the right customers, employees and investors.
Our four-step process includes Brand Discovery, Brand Foundation, Brand Expression and Brand Activation.
Brand Discovery includes in-depth interviews, a brand audit and competitive analysis. The resulting data-driven insights inform everything that follows and give executives and team members confidence to adopt and align around a shared set of messages. Using these insights, we build minimum viable messaging and validate Message Market Fit®.
Brand Foundation clarifies and articulates your Brand Purpose, the difference you make beyond making money; brand position: what you stand for in the minds of customers; brand promise: the overarching value you deliver to customers; brand pillars: your five biggest differentiators and benefits; and brand personality: how your brand looks, sounds and feels.
In the third phase of work, Brand Expression, we define the firmographic and psychographic characteristics of your ideal customer profiles (ICPs) and customer personas (buyers and those who influence them), along with your audience and offering messaging. From there, we develop your strategic brand narrative, including your company's elevator pitch, about us statement and company overview. We also write taglines, build brand architectures, and provide naming and visual brand identity services.
Through Brand Activation, we take your story to market with consistency across customer touchpoints. These services include SEO/AEO search-ready sitemaps, wireframes, and website copy, content marketing, sales presentations, and collateral.
Backstory Branding offers competitive pricing and good value for cost, as noted by clients who appreciated their budget fit. One project cost $69,800, while others indicated strong results and satisfaction, emphasizing the agency's effectiveness in delivering high-quality branding services.
While Backstory Branding's initial work is highly valued, one client noted increased pricing with third-party partners recommended by Backstory Branding. Consistency in pricing and value among partners would enhance the client experience.
High Professionalism and Effectiveness
Backstory Branding operates with high professionalism and effectiveness, consistently meeting deliverables and providing valuable brand insights. Their approach is collaborative, ensuring client needs are met throughout the process.
Strong Project Management
Clients praise Backstory Branding for their organized, proactive project management and timely delivery of high-quality work. Their responsiveness and ability to adapt quickly to client feedback enhance the overall collaboration experience.
Unique Approach to Branding
Backstory Branding's process stands out for its thorough stakeholder interviews and rigorous analysis, which inform authentic brand foundations. This method allows them to uncover unique brand truths and articulate them effectively.
Cultural and Value Alignment
Many clients choose Backstory Branding for their cultural fit and alignment of values, which contributes to a smooth and effective working relationship. This alignment enhances the overall project experience and outcomes.
Impressive Communication and Collaboration
Backstory Branding maintains effective communication through various channels, ensuring clear and consistent collaboration with clients. Their ability to engage deeply with client needs and values fosters a strong partnership rather than a mere vendor relationship.
"Our positioning, our messaging and even our visual identity were rooted in our customers' own voices."
Nov 12, 2026
Former VP of Marketing, Digital Bank
John Huntinghouse
Verified
Financial services
Ogden, Utah
201-500 Employees
Online Review
Verified
Backstory Branding provided branding services for a digital bank. The team conducted a brand audit, developed a brand strategy, created a messaging framework, and provided rollout support.
Backstory Branding's work helped the client grow their sales pipeline from $20M to over $230M in two years. The team was organized, proactive, and responsive. They listened to the client's feedback and adapted quickly. Their work was rooted in the voices of the client's customers.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the Former VP of Marketing of a digital bank
Describe what your company does in a single sentence.
Our company is an online, digital bank.
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire Backstory Branding to accomplish?
Build a unified brand strategy and positioning.
Create a distinctive identity for a digital bank
Craft messaging and a launch narrative that moves the market
SOLUTION
How did you find Backstory Branding?
Online Search
Referral
Why did you select Backstory Branding over others?
High ratings
Close to my geographic location
Pricing fit our budget
Good value for cost
Referred to me
Reputation
How many teammates from Backstory Branding were assigned to this project?
1 Employee
Describe the scope of work in detail. Please include a summary of key deliverables.
Discovery and brand audit: In-depth customer interviews that surfaced real customer quotes and insights about why people chose us and what they valued most, along with stakeholder interviews, competitive research and an audit of our existing brand. Those customer voices became the foundation for our positioning and messaging, grounding the new brand in what our customers actually said rather than our own assumptions.
Brand strategy and positioning: A clear positioning statement, brand promise, target audience definitions and differentiation that gave customers a sharper reason to choose us over larger banks and fintechs.
Messaging framework: Core brand story, value propositions by audience, key messages, tagline options and a defined brand voice and tone, so marketing, sales and leadership all told the same story.
Brand guidelines: A brand standards guide covering logo usage, color, type, voice and examples, giving our internal team and outside partners a single source of truth.
Rollout support: Application of the new brand to key touchpoints such as the website, marketing materials and templates, helping us launch the brand consistently.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
Sales pipeline: Grew from $20M to over $230M in two years, as sharper positioning and messaging made it easier for our sales team to open doors and win business.
Deposits: The customer insights from Backstory’s interviews reshaped how we talked about the value we added for consumers, helping us shatter our annual deposit goal by $218M ($230M raised against a $12M goal).
Treasury Management: New account opens increased 700%, driven by clearer value propositions for business customers.
Acquisition efficiency: Customer acquisition cost dropped 75% for deposit products and more than 90% for lending products, as a stronger brand and more resonant messaging made every marketing dollar work harder.
Describe their project management. Did they deliver items on time? How did they respond to your needs?
Jed went above and beyond at every stage. His project management was organized and proactive: he set a clear process and timeline up front, kept us informed with regular check-ins, and made sure we always knew what was coming next and what he needed from us.
Deliverables arrived on time or early, and the quality never slipped to hit a deadline. What stood out most was how responsive Jed was to our needs. When we had feedback or new ideas, he listened, adapted quickly and often came back with something better than what we’d asked for. Jed treated our brand like it was his own, going beyond the scope to make sure the work actually landed with our customers and our team. Working with him felt like a true partnership rather than a vendor relationship.
What was your primary form of communication with Backstory Branding?
In-Person Meeting
Virtual Meeting
Email or Messaging App
What did you find most impressive or unique about this company?
Most agencies don't do the real leg work of going deep with all of the various stakeholders that are required to be part of this with the customers/executives/marketing team/product etc.
Jed showed up with a microphone. He went straight to our customers and let them tell him who our company really was. Those interviews uncovered things we’d been too close to see: the moments that made customers choose us, the words they used to describe us, and the value they felt that we’d never put into our own marketing.
Jed didn’t just collect those quotes, he built the entire brand around them. He helped us craft a single thru line that held true across all of our marketing and customers that allowed us to increase our speed to market but also be crazy effective in the results of the campaign.
Our positioning, our messaging and even our visual identity were rooted in our customers’ own voices instead of a conference room’s best guess. That’s what makes Backstory different. The name says it all.
Are there any areas for improvement or something Backstory Branding could have done differently?
Honestly, none that I can think of.
RATINGS
5.0
"Literal best in class and the best in the business."
Quality
5.0
Service & Deliverables
"Literal best in class and during the 7 years I worked at TAB, we didn't have to change it because he did such a thorough job in the beginning."
Schedule
5.0
On time / deadlines
"Never late and almost always early. Couldn't be happier."
Cost
5.0
Value / within estimates
"For the value that you will receive, couldn't find a better bang for your buck than Backstory."
Willing to Refer
5.0
NPS
"I have referred Jed and Backstory more times than I can count. Best in the business.
Branding for Digital Marketing Agency
Branding
Brand messaging
Confidential
Nov. 2023 - Apr. 2024
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"What impressed me most was Jed's ability to help us see who we already were instead of inventing something new."
Nov 3, 2026
CEO, Disruptive Advertising
Jacob Baadsgaard
Verified
Advertising & marketing
Pleasant Grove, Utah
51-200 Employees
Online Review
Verified
Backstory Branding provided branding services for a digital marketing agency. They helped the client define their brand identity, ideal clients, and differentiators. They also provided a full brand foundation.
Backstory Branding's work brought clarity to the client's operations. The team delivered on time, worked quickly, and came prepared to every meeting. They were also very responsive to the client's needs. Overall, the engagement was efficient and focused on what mattered most to the client.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the CEO of Disruptive Advertising
Describe what your company does in a single sentence.
We’re a performance-focused digital marketing agency that manages paid search, paid social, SEO, Amazon, email/lifecycle and creative for B2B, B2C and eCommerce brands across the U.S.
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire Backstory Branding to accomplish?
I hired Backstory Branding to help me clarify our purpose and brand identity, define our ideal clients, and articulate our differentiators, so our marketing team had a clear direction.
SOLUTION
How did you find Backstory Branding?
Referral
Why did you select Backstory Branding over others?
Great culture fit
Good value for cost
Company values aligned
How many teammates from Backstory Branding were assigned to this project?
1 Employee
Describe the scope of work in detail. Please include a summary of key deliverables.
The engagement focused on brand strategy and positioning during a major transition for Disruptive Advertising. We had scaled the agency, and I was rethinking who we served and why. Jed started with a discovery process, spending roughly two days getting to know me, the business and our history before making any recommendations. We had in-depth conversations about what I personally cared about and the impact I wanted the agency to have, which surfaced our core belief about what great marketers can do for the brands they believe in. We also reviewed our client relationships, wins and losses to see what separated true partnerships from transactional accounts, and we met regularly to refine our positioning as the picture came into focus. The key deliverable was our full brand foundation: our audience, purpose, mission, vision, brand positioning, brand promise, brand personality and brand pillars.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
The biggest outcome was clarity, and it showed up quickly in how we operate.
Describe their project management. Did they deliver items on time? How did they respond to your needs?
Jed was excellent to work with. He consistently delivered on time, worked quickly and came prepared to every meeting, so our sessions were always productive. He was also very responsive to what we needed. Before making any recommendations, he took the time to understand me, the business and our history, and he listened closely enough to put words to things I felt but hadn’t been able to articulate. That combination of preparation and listening made the process efficient and kept the work focused on what mattered most to us.
What was your primary form of communication with Backstory Branding?
In-Person Meeting
What did you find most impressive or unique about this company?
What impressed me most was Jed’s ability to help us see who we already were instead of inventing something new. He didn’t come in with a template or a predetermined answer. He listened to our stories and spotted the pattern, then named it in a way that made immediate sense. A lot of branding firms focus on messaging and visuals, but Jed got to the heart of our purpose and identity first, which made everything that followed more authentic and much easier to act on.
Are there any areas for improvement or something Backstory Branding could have done differently?
No
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding for Learning & Development Company
Branding
Brand messagingBrand strategyNaming
Confidential
Dec. 2019 - Oct. 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"BackStory Branding listened well, was thorough, and the quality of their work was high."
Oct 29, 2026
CMO, Crucial Learning
Mary McChesney
Verified
Business services
Provo, Utah
201-500 Employees
Online Review
Verified
BackStory Branding was hired to help a learning and development company rebrand and reposition their business. They created a new vision, brand promise, tagline, brand statements, and overall company messaging.
BackStory Branding's new brand messaging resonated well with the client's internal stakeholders and customers. The team was highly attentive and thorough, producing quality work. They also asked good questions and had a sound process.
BACKGROUND
Introduce your business and what you do there.
I'm the CMO of Crucial Learning, a company that offers courses and assessments that teach essential communication, productivity, and leadership skills to help individuals and organizations achieve better outcomes.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with BackStory Branding?
We hired BackStory Branding to help us rebrand and reposition our company.
SOLUTION
What was the scope of their involvement?
BackStory Branding helped us create and articulate a new vision, brand promise, tagline, brand statements, and overall company messaging. Their work was mostly focused on messaging and positioning. They worked in tandem with a creative branding agency we hired that provided the visual branding elements.BackStory Branding conducted 18 stakeholder interviews, including nine internal and nine external interviews. BackStory Branding also conducted a brand audit, including messaging, positioning, benefits, philosophy, calls to action, and visual identity. They also conducted a competitive brand audit of both direct and indirect competitors, comparing messaging, positioning, visual identity, websites, photography, typography, colors, and product architecture. BackStory Branding created a brand platform, defining the brand's purpose, position, promise, pillars, and personality. They also created a brand architecture, analyzing branded house vs. house-of-brands approaches and how the company/products should fit together. They developed a naming strategy, including criteria for a new company name and exploration around the “Crucial” naming family. They also worked on positioning and messaging, including the brand narrative, elevator pitch, message architecture, brand voice, and “About Us” language. Finally, they provided strategic recommendations and a workshop, synthesizing all of that research and leading a workshop with recommendations for where the brand should go.
What is the team composition?
I worked with one teammate from BackStory Branding.
How did you come to work with BackStory Branding?
BackStory Branding was referred to me.
What is the status of this engagement?
We worked with BackStory Branding from December 2019–October 2021.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The new brand messaging that BackStory Branding created resonated well across internal stakeholders and customers once it was launched.
How did BackStory Branding perform from a project management standpoint?
We communicated with BackStory Branding through in-person meetings and emails.
What did you find most impressive about them?
BackStory Branding listened well, was thorough, and the quality of their work was high. They asked good questions, and their process was sound.
Are there any areas they could improve?
I don't think there's anything they can improve on.
"What impressed us most about working with Backstory Branding was the depth of experience and expertise."
Oct 27, 2026
Executive Director, Afforda
Dan Adams
Verified
Financial services
Midvale, Utah
1-10 Employees
Online Review
Verified
Backstory Branding led a comprehensive rebranding initiative for a financial services company. The team developed a new brand strategy, identity, and messaging, updated marketing collateral, and redesigned the website.
Backstory Branding delivered a cohesive brand identity and professional marketing materials that enhanced the client's organizational visibility and stakeholder engagement. The team demonstrated excellent project management skills, was highly organized and responsive, and consistently met all deadlines.
BACKGROUND
Introduce your business and what you do there.
I’m the executive director of Afforda, a financial services company. We provide acquisition and predevelopment financing for multifamily affordable housing in Utah with favorable terms to build affordable housing faster. Our tagline is “Affordable Financing without the Bull.”
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
We needed help with the total rebranding of our organization.
SOLUTION
What was the scope of their involvement?
Backstory Branding provided comprehensive rebranding services for Afforda, including brand strategy, messaging, website design, and content development. They interviewed our staff, board, and customers to assess our current strategy, offerings, and name recognition. They provided a complete rebrand, including a new name, to produce better results for our company.There were five core elements to the project:Backstory Branding engaged a third-party designer to assist with the website's design and layout. However, we elected to use our own personnel to implement the design, update the content, and complete the website development.
What is the team composition?
We worked with 2–5 teammates from Backstory Branding.
How did you come to work with Backstory Branding?
We found them through a referral. We chose them over other options because they were close to our geographic location, had a great culture fit, offered good value for the cost, had company values aligned with ours, and could provide a comprehensive corporate rebranding.
How much have you invested with them?
We spent $69,800 on this project.
What is the status of this engagement?
We worked together from September 2023–August 2024.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The measurable outcomes of Afforda's rebranding project with Backstory Branding included the completion of a comprehensive visual brand identity and style guide, a 12-page brochure, pocket cards, a 10-slide presentation template, pop-up banners, and website design and content for up to eight pages. These deliverables provided Afforda with a consistent brand identity and professional marketing materials to strengthen organizational recognition and communicate its affordable housing financing mission.While we didn't establish formal metrics to measure increased website traffic or brand recognition following the rebranding, we saw positive results in organizational visibility, stakeholder engagement, and funding opportunities. Since the rebrand, we secured an additional $1.2 million in state government funding and launched a new affordable housing acquisition and predevelopment loan fund supported by $21 million in leveraged funding from financial institutions.The new brand identity, clearer messaging, and consistent marketing materials strengthened our ability to engage with developers, financial institutions, community partners, and government officials, helping position Afforda as a recognized and trusted financing partner in Utah's affordable housing industry. While these accomplishments can't be attributed solely to the rebranding, they demonstrate the organization's growth and expanded reach since its implementation.We received positive feedback from stakeholders, community partners, and attendees at conferences and events sponsored by Afforda. Many commented that our new name was more memorable, easier to recognize, and better reflected our mission of providing affordable financing for housing development. The rebranding also helped strengthen our visibility at industry events, making it easier for developers, financial institutions, and community partners to recognize and connect with our organization.
How did Backstory Branding perform from a project management standpoint?
Backstory Branding demonstrated excellent project management throughout the rebranding process, consistently staying focused on deliverables, maintaining clear communication, and meeting established timelines. Their team was organized, responsive, and proactive in keeping the project moving forward. In fact, any delays were primarily on our side as we worked to provide the information and materials they needed, rather than delays caused by Backstory Branding.We primarily communicated through virtual meetings, emails, and a messaging app.
What did you find most impressive about them?
What impressed us most about working with Backstory Branding was the depth of experience and expertise that Jed (Founder) brought to the entire rebranding process. Rather than simply developing a new name and marketing materials, Jed and his team took the time to interview our staff, board members, and customers to thoroughly understand our organization, its challenges, and where we needed to go to better fulfill our mission.Their ability to translate those insights into a compelling new brand identity, clear messaging, and professional marketing materials demonstrated an exceptional understanding of both our organization and effective branding strategies. The result was more than a new name and logo; it was a brand that better communicates who we are, what we do, and the value we bring to Utah's affordable housing community.
Are there any areas they could improve?
Our initial engagement with Backstory Branding went according to plan, and we were very satisfied with the quality of their work, project management, and overall value received. However, as we pursued additional design and marketing services through third-party providers within Backstory Branding's referral network, we found that pricing increased significantly compared to the value we experienced during the original engagement.While this wasn't a reflection of Backstory Branding's initial work, greater consistency in pricing and value among their recommended partners would have improved our overall experience.
RATINGS
5.0
"We highly recommend Jed Morley and Backstory Branding for their expertise and results, and would gladly work with them again."
Quality
5.0
Service & Deliverables
"Backstory Branding delivered exceptional service and high-quality materials that exceeded our expectations and strengthened our brand identity."
Schedule
5.0
On time / deadlines
"Backstory Branding consistently met project timelines, delivered high-quality work on schedule, and kept the entire process organized and on track."
Cost
4.5
Value / within estimates
"Backstory Branding delivered exceptional value, providing strategic expertise, outstanding service, and high-quality work that far exceeded its cost."
Willing to Refer
5.0
NPS
"We highly recommend Jed Morley and Backstory Branding for their exceptional expertise, outstanding value, and proven results.
Branding & Market Research for Infrastructure Solutions Co
BrandingMarket Research
Market Research InterviewsBrand messagingBrand strategyCorporate identity
Confidential
Aug. - Oct. 2020
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They really understood our business and helped us clarify what we didn't even know we needed."
Oct 26, 2026
President, Epcon Partners, Inc.
James Griffiths
Verified
Energy & natural resources
Evanston, Wyoming
201-500 Employees
Online Review
Verified
Backstory Branding provided branding services for an energy infrastructure solutions company. The team conducted market research and engaged with clients to understand the company's market perception.
Backstory Branding's work gave the client a unified understanding of their brand and how to present their company to prospective clients. The team delivered on time and demonstrated a deep understanding of the client's business. Backstory Branding communicated with the client via virtual meetings.
BACKGROUND
Introduce your business and what you do there.
I’m the president of Epcon Partners, Inc., an energy infrastructure solutions company. We provide project management, EPC oversight, workforce solutions, and quality control inspection services for energy and infrastructure projects across the US and Canada, offering flexible support tailored to client needs.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
We hired Backstory Branding to help us clarify and strengthen our brand identity and ensure our messaging accurately reflected who we are and the value we bring to our clients. A key objective was to gain a deeper understanding of our target market through direct conversations and research with customers and industry stakeholders. We wanted to understand what our clients truly valued, what influenced their decisions, and how we could better position Epcon to meet their needs. Ultimately, our goal was to refresh our brand, sharpen our messaging, and develop a clearer, more compelling market presence that would support our long-term growth.
SOLUTION
What was the scope of their involvement?
Backstory Branding worked with us on a comprehensive brand evaluation and refresh. Their scope included reviewing our existing brand, conducting market research, and engaging with our clients and industry contacts to better understand how Epcon was perceived in the marketplace and what our customers valued most.
They helped us take that feedback and use it to clarify our brand identity, strengthen our value proposition, and refine how we communicate our services and differentiators. The work also included updating our brand messaging and overall positioning to better align with our target market.
The primary deliverables centered around a clearer brand strategy, refreshed brand identity, and more consistent messaging that we could use across our marketing materials, website, and business development efforts. More importantly, they provided valuable insight into our customers and helped us better understand how to communicate what makes Epcon different from our competitors.
What is the team composition?
We worked with 2–5 teammates from Backstory Branding.
How did you come to work with Backstory Branding?
Backstory Branding was referred to me.
What is the status of this engagement?
We worked with them from August to October 2020.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The work also gave our leadership and business development teams a more unified understanding of our brand and how to present our company to prospective clients. The refreshed brand provided a stronger foundation for our marketing and sales efforts and helped position Epcon for continued growth.
Ultimately, the success of the project was not just the updated branding, but the market insights and strategic direction that came from the process. We received great verbal feedback from clients and had an easier ability to sell Epcon with a clear brand.
How did Backstory Branding perform from a project management standpoint?
Backstory Branding delivered on time. We communicated via virtual meetings.
What did you find most impressive about them?
They really understood our business and helped us clarify what we didn't even know we needed.
“They were professional and effective in every way.”
Oct 9, 2026
Managing Partner, Optimal Impact, LLC
Pete Skalla
Verified
Business services
Salt Lake City, Utah
1-10 Employees
Online Review
Verified
Backstory Branding helped a growth advisory firm articulate their brand promise. They guided the client in choosing their company name, logo, brand messaging, and website design and development.
Backstory Branding delivered branding elements that engaged the client's potential customers and helped establish their confidence in the business. The team was professional, effective, and punctual. They also deeply understood the client's value proposition and needs.
BACKGROUND
Introduce your business and what you do there.
I'm the managing partner of Optimal Impact, LLC, a growth advisory firm that guides leaders to scale a company that matters in the world.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
We needed help to powerfully articulate our brand promise.
SOLUTION
What was the scope of their involvement?
Backstory Branding guided us in choosing our company name, logo, brand messaging, and website design and development.
What is the team composition?
We worked with two teammates from Backstory Branding.
How did you come to work with Backstory Branding?
I had known Jed Morley personally and professionally for years and chose them for this project because of his reputation and expertise.
What is the status of this engagement?
We worked together from October 2023–April 2024.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
We launched the company with branding that engaged our potential clients and helped establish their confidence in us. We received feedback from existing and new clients that the logo, messaging, and website spoke to them. We also grew and had more business than we could handle.
How did Backstory Branding perform from a project management standpoint?
Backstory Branding was absolutely punctual in meeting their deliverables. They were professional and effective in every way. We communicated via in-person meetings.
What did you find most impressive about them?
Jed (Founder) understood and engaged with our unique value proposition more deeply than anyone ever had. He was a highly effective bridge between our aspirational vision and our clients' needs. He expertly guided us to translate our vision into tangible form.
Are there any areas they could improve?
Jed was impatient for the project's completion. I wish he had engaged even more deeply to help me better define our process and help clients engage with it. However, he went deeper intellectually than anyone, and his urgency helped us complete the project.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Brand Development/Strategy for Property Mgmt Franchising Co
Branding
Brand messagingBrand strategyCorporate identity
Confidential
Mar. 2023 - Jan. 2024
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Our franchise partners became more engaged in growing their businesses."
Oct 9, 2026
VP Marketing, PMI
Greg Allison
Verified
Real estate
Lehi, Utah
51-200 Employees
Online Review
Verified
Backstory Branding provided brand development and strategy for a property management franchising company. The team created the client's brand foundation, identity, logo, tagline, and brand style guide.
Backstory Branding's work led to the adoption of the client's brand foundation and the launch of their new branding across 400 locations. The team helped the client create company values and transform their culture. Backstory Branding delivered on time and made the process highly collaborative.
BACKGROUND
Introduce your business and what you do there.
I’m the VP of marketing for PMI, a property management franchising company. We provide franchise opportunities for entrepreneurs seeking to manage property management businesses across residential, short-term rental, association, multifamily, and commercial verticals.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
We needed to establish a strong brand foundation for future growth. We needed a more compelling brand story and a more modern and contemporary brand identity to firmly position us as the category leader in our industry.
SOLUTION
What was the scope of their involvement?
Backstory Branding provided brand development and strategy, ideal customer profile (ICP) development and mapping, and content frameworks. They also created our brand identity, including our logo and tagline. The team delivered frameworks and a brand style guide that guided the development of collateral and websites.
What is the team composition?
We worked with 2–5 teammates from Backstory Branding.
How did you come to work with Backstory Branding?
We found them through an online search. We chose them because they offered exactly what we were looking for, spoke our love language, and were a great culture fit.
What is the status of this engagement?
We worked together from March 2023 to January 2024.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Backstory Branding’s work led to the adoption of our brand foundation and the launch of our new branding across 400 locations. We also saw the creation of company values and a transformation of our culture. We had 100% adoption of our new brand identity across all 400+ locations in less than one year.
Our franchise partners became more engaged in growing their businesses, and our employee morale and retention increased. We maintained a 98% retention rate of all employees, and our employee net promoter score (NPS) was above 90.
How did Backstory Branding perform from a project management standpoint?
They delivered on time and then some. We primarily communicated via virtual meetings, but in-person as much as we needed.
What did you find most impressive about them?
Jed was a consummate professional and made the process highly collaborative instead of determinative. His guiding hand and expertise throughout the process were much appreciated.
Are there any areas they could improve?
There’s nothing we can come up with.
RATINGS
5.0
"Exceptional experience and value. Over-delivered every step of the way."
"They are consistent, timely, responsive, and trustworthy."
Oct 30, 2026
Founder, Finders Marketing
Colvin Walker
Verified
Media
Salt Lake City, Utah
1-10 Employees
Online Review
Verified
Backstory Branding provided branding services for a digital marketing agency. The team has conducted interviews to identify the client's brand gap and has defined the brand's purpose, position, and promise.
Backstory Branding's work has led to the client's success in networking, and the client has been extremely satisfied with the engagement. The team is consistent, timely, responsive, and trustworthy. Moreover, they are talented in both qualitative and quantitative approaches.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the Founder of Finders Marketing
Describe what your company does in a single sentence.
Digital Marketing services for funded startups
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire Backstory Branding to accomplish?
brand platform
brand positioning
strategy
SOLUTION
How did you find Backstory Branding?
Network
Why did you select Backstory Branding over others?
Close to my geographic location
Great culture fit
Company values aligned
How many teammates from Backstory Branding were assigned to this project?
1 Employee
Describe the scope of work in detail. Please include a summary of key deliverables.
Backstory conducted interviews that surfaced insights into where my brand was at the moment, as well as the gap between where it needed to be. His process named my brand, and defined my brand's purpose, position, and promise. Our messaging work is ongoing.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
Branding is a notoriously difficult discipline to quantify, but since the rebrand I've had more success in networking. The easiest thing to quantify would be my satisfaction, which would be "extremely satisfied".
Describe their project management. Did they deliver items on time? How did they respond to your needs?
They are consistent, timely, responsive, and trustworthy
What was your primary form of communication with Backstory Branding?
Virtual Meeting
Email or Messaging App
What did you find most impressive or unique about this company?
The quantified data in a very qualitative space really impressed me. They code interviews and have serious rigor as they go about what can be a "soft" art. That isn't to say they didn't have the qualitative skills either, they were talented with both.
Are there any areas for improvement or something Backstory Branding could have done differently?
N/A
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding for Real Estate Company
BrandingLogoWeb Design
Brand messagingBrand strategyCorporate identity
Confidential
Dec. 2019 - Oct. 2020
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"I wanted brand visuals I could be proud of, and I was."
Oct 30, 2026
Owner, Real Estate Company
Leslie Jones
Real estate
Utah, United States
1-10 Employees
Online Review
Backstory Branding provided branding services for a real estate company. The team conducted a discovery audit to gather insights and create the brand story. They also delivered a logo and a website.
Backstory Branding helped the client build a cohesive and polished brand identity. The team explained their process and kept the client updated on the project's progress. Backstory Branding's approach was effective, and the client was pleased with the results.
BACKGROUND
Introduce your business and what you do there.
I'm the owner of a real estate services company.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
I needed help building a legitimate brand. I didn't know specifically what I needed, just that I needed a polished and cohesive brand, something that wasn't common in the residential real estate space.
SOLUTION
What was the scope of their involvement?
Backstory Branding helped us build our brand identity from the ground up. The team conducted a discovery audit, during which they gathered insights and worked with us to get the brand story right. Backstory Branding delivered visual branding, including our logo, brand story, and website. We also discussed what it meant to activate the brand. Jed (Founder) didn't come in and tell us what our brand was; he helped us surface it and guided us through the process.
What is the team composition?
I worked with Jed.
How did you come to work with Backstory Branding?
I found Backstory Branding through an online search. I scheduled a consultation with Jed, not knowing what to expect. I liked his style, professionalism, and background in experience design. He just felt like a good fit, and he was!
What is the status of this engagement?
We worked with Backstory Branding from December 2019–October 2020.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Backstory Branding explained the process and the framework they used and walked us through it. We knew progress was being made because of the communication we were having. I wanted brand visuals I could be proud of, and I was.
How did Backstory Branding perform from a project management standpoint?
We communicated via in-person and virtual meetings.
What did you find most impressive about them?
Jed's approach using his experience design skills coupled with his marketing expertise was impressive. He was very professional and competent. I had full confidence in him from the first meeting.
Are there any areas they could improve?
There's nothing Backstory Branding could have done better or differently.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding for Financial services
Branding
Brand messagingBrand strategy
Confidential
Feb. - May 2024
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Our brand has been much stronger due to their work."
Oct 21, 2026
Partner, Exit Ventures
Paul Burgon
Verified
Financial services
Utah, United States
1-10 Employees
Online Review
Verified
Backstory Branding has conducted a comprehensive brand management review, analysis, and recommendations for a venture capital firm. Their work includes stakeholder interviews and market research.
Backstory Branding's recommendations and reports have led to increased investor engagement, better brand positioning, and improved communications. Their project management approach is excellent, and they communicate effectively through in-person and virtual meetings, email, and messaging apps.
BACKGROUND
Introduce your business and what you do there.
I’m a partner at Exit Ventures, a venture capital firm.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Backstory Branding?
We needed help with our brand and company messaging to stakeholders.
SOLUTION
What was the scope of their involvement?
Backstory Branding has conducted a thorough brand management review, analysis, and recommendations. The analysis work has included stakeholder interviews and market research. The team has delivered reports and an in-person presentation.
What is the team composition?
We’ve worked with 2–5 teammates from Backstory Branding.
How did you come to work with Backstory Branding?
Someone referred Backstory Branding to me. I chose them because they had high ratings, their pricing fit our budget, they were a great culture fit, and they offered good value for the cost.
How much have you invested with them?
We’ve spent a confidential amount of money with them.
What is the status of this engagement?
We started working with them in February 2024, and our engagement is ongoing.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Backstory Branding’s recommendations and reports have led to increased investor engagement and better brand positioning and communications. We’ve seen increased investor commitments to the fund and more startup interest in working with us.
How did Backstory Branding perform from a project management standpoint?
Backstory Branding’s project management has been excellent. We communicate via in-person meetings, virtual meetings, and email or messaging apps.
What did you find most impressive about them?
Backstory Branding’s brand and communications insights have been very good. The tools they’ve given us have been very helpful. Our brand has been much stronger due to their work.
Are there any areas they could improve?
I don’t think there’s anything they can improve on.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Showing 1-10 of
12 Reviews
Premier Verified means Clutch independently confirmed Backstory Branding is a legally registered business, financially sound (Creditsafe: Low Risk), and backed by 9 verified client reviews averaging 5.0 stars.
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