Backstory Branding

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.

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.

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.

Are there any areas they could improve?

No, there weren't any.

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.

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.

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

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.

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.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of GROW, an IT platform that provides practical training and guaranteed job placements to help individuals transition from education to employment. We focus on bridging skill gaps in high-demand fields like IT.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Backstory Branding?

We needed help crafting the right messaging for the market. It was a complex problem set we were solving, so we needed to explain it in a clear, simple way that resonated with the audience.

SOLUTION

What was the scope of their involvement?

Backstory Branding helped us with our brand messaging strategy. The team provided messaging guidelines, a tagline, a rallying cry, and short and long descriptions.

What is the team composition?

We worked with one teammate from Backstory Branding.

How did you come to work with Backstory Branding?

Someone referred Backstory Branding to us. We chose them over other options because they had high ratings, were close to my geographic location, and had company values that aligned with ours.

What is the status of this engagement?

We worked with Backstory Branding in October 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Everything became easier after this project. Our marketing became clearer and crisper, and our product development aligned better and became more clear on what was most important. Honestly, our business just became easier after we had our brand messaging guidelines nailed down.

How did Backstory Branding perform from a project management standpoint?

Backstory Branding delivered on time. We communicated via in-person meetings, virtual meetings, and email or messaging apps.

What did you find most impressive about them?

Backstory Branding was great.

Are there any areas they could improve?

There was nothing they could improve on.

BACKGROUND

Please describe your company and position.

I am the Founder of Delicious AI

Describe what your company does in a single sentence.

I founded DeliciousAI and led sales during our engagement with Backstory. Based in Lehi, Utah, DeliciousAI developed an AI-powered revenue intelligence platform for consumer packaged goods brands and direct-store-delivery businesses. Our technology captures sales execution at the point of sale, identifies gaps, and coaches field teams to improve merchandising and product availability. By helping teams align retail displays with customer demand, the platform supports double-digit sales increases.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Backstory Branding to accomplish?

We needed to communicate complex technology in a way that made its business value clear to enterprise executives. Our platform goes beyond traditional 2D image recognition, but explaining the technical differences wasn’t enough. We needed to show how those differences help teams improve merchandising decisions and sales.
We also had an opportunity to showcase our work with Swire Coca-Cola North America at DigiCon 2023 in Hong Kong. We hired Backstory to clarify our positioning and help develop a compelling presentation for a global audience of Coca-Cola bottling leaders.

SOLUTION

How did you find Backstory Branding?

Referral

Why did you select Backstory Branding over others?

• High ratings
• Close to my geographic location
• Great culture fit
• Referred to me

How many teammates from Backstory Branding were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Backstory clarified our positioning and messaging, connecting our platform’s technical capabilities to practical commercial benefits. Jed developed and refined the executive video script featuring me and Jen Reese from Swire Coca-Cola North America.
The narrative connected Swire’s Consumer Cube, which supports strategic consumer targeting, with our platform’s ability to improve execution at the retail display level. Backstory also developed website messaging explaining our capabilities and the differences between 2D recognition and 3D sales intelligence. Jed collaborated with Bobby Macey at Macey Media to translate the story into executive commentary, visual demonstrations, and store-level scanning sequences.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The video premiered at DigiCon 2023 in Hong Kong and received enthusiastic feedback from Swire Coca-Cola leadership, who described it as a standout presentation. Backstory helped us explain how our platform supports better merchandising decisions and communicate the double-digit sales lift we had seen on managed displays. Their work gave us a clear, compelling way to present that value to enterprise decision-makers.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Excellent. Jed coordinated messaging revisions and stakeholder feedback within a tight conference production schedule, working with our team, Swire, and Macey Media to prepare the presentation.

What was your primary form of communication with Backstory Branding?

In-Person Meeting

What did you find most impressive or unique about this company?

Jed’s ability to translate complex technology into a clear business story. He connected what our platform does with why it matters to the people buying and using it. The presentation brought together strategic consumer targeting and store-level execution in a way that made the overall opportunity easy to understand.

Are there any areas for improvement or something Backstory Branding could have done differently?

The output from the project was in a video format.  The content was very valuable.  It would be helpful to understand how to carry that content over to our other marketing channels