‍Too often, B2B leaders treat branding as optional—something to think about after product, pricing, and pipeline are figured out. On a recent episode of the B2B Influence Spotlight podcast, Jed Morley, founder of Backstory Branding, made the case that brand strategy is not just a communications exercise. It’s a key part of how growth-stage companies scale.

In his conversation with Paula Chiocchi, CEO of Outward Media, Jed explained how Backstory’s approach combines messaging, marketing, and culture into a single framework. Here are five key points from their discussion that every B2B executive should understand.

1. Brand and Performance Marketing Work Better Together

‍Most companies split brand and demand into separate teams. But treating them as competing priorities slows growth.

“Rather than saying either-or, we like to combine the two and say 'and.' It's the combination and blend of both that our Brand Wheel process facilitates.”

At Backstory, strategic brand messaging sets the tone at the company level. Audience-specific messaging—tailored to each market segment—drives conversion. The combination creates clarity across the funnel.

2. Start With a Clear Assessment

‍Backstory begins each client engagement with a 24-question Brand Wheel assessment. The result is a color-coded map that shows how clearly the company has defined key brand elements.

“Green is defined, yellow is unclear, red is undefined. The goal is to move everything to green—and keep it that way.”

This shared framework gives leadership teams a common reference point for decision-making and alignment.

3. Founder-Led Messaging Doesn’t Scale

‍As companies grow, informal or founder-led messaging quickly breaks down. Brand strategy needs to be clear, repeatable, and adopted across the organization.

“It’s one thing to recognize great brands. It’s another to deliberately and systematically build one of your own.”

Backstory helps clients define brand purpose, position, promise, and tone. The goal is to give everyone—from sales to customer success—a clear story to tell.

4. Internal Culture and External Messaging Must Align

‍Jed shared the example of BambooHR, where Backstory helped define the company’s purpose: “We set people free to do great work.” That wasn’t just a slogan—it shaped company policy. Leadership discouraged after-hours work and helped fund employee vacations.

That kind of internal alignment isn’t just a morale boost. It drives retention, productivity, and consistent customer experience.

5. Misalignment Slows Growth

‍As product offerings expand, brand messaging often lags behind. Jed calls this the “brand gap”—the difference between how a company is perceived and how it wants to be perceived.

“A brand strategy closes the gap with the right words, images, and experiences. Everyone becomes a brand ambassador when they understand the story.”

Clear positioning helps marketing, sales, and product teams move in the same direction. That alignment is what allows companies to scale.

Final Thoughts

‍Branding is not about creative exercises or taglines. It’s about alignment—internally and externally. It’s about being clear on who you are, who you serve, and what you promise.

If you want to understand how ready your brand is to scale, take the free brand assessment.

To learn more about how Backstory helps B2B companies build brands that scale, visit www.backstorybranding.com.