What does it take to build a brand that earns trust—and keeps it? It starts with asking one simple question: “If your brand were a person, would it get invited to the neighborhood barbecue—or get reported to HR?”

That’s the kind of insights Jed Morley, CEO of Backstory Branding, shared on a recent episode of the Passage to Profit Show – Road to Entrepreneurship, hosted by Richard and Elizabeth Gearhart. The episode, titled “Entrepreneurs: Beyond the Logo, Craft a Brand Message That Resonates,” featured Jed alongside other entrepreneurial leaders.

The Golden Rule of Brand Building

During the show, Jed pulled back the curtain on what really makes a brand scalable. Hint: It’s not just having a killer logo or a flashy Instagram grid. Instead, it's about building your brand from the inside out—with a clear purpose, a compelling promise, and a team that’s fully aligned behind both.

One standout story came from a Backstory client, Havenpark Communities. By interviewing residents in mobile home parks, Jed uncovered a key insight: people just wanted to be treated with respect. That insight—summed up in the Golden Rule, “Treat others the way you want to be treated”—became the backbone of Havenpark’s rebrand. The result? A compelling brand promise (“Belong to a caring community”) that the company could actually live up to.

Jed explained how the brand held off on launching the new messaging until their operations were ready to support it. That decision made all the difference—allowing them to attract stronger talent, retain more residents, and grow trust at scale.

Branding Isn’t Just a Marketing Job

Jed also made it clear that branding isn’t the sole responsibility of the marketing department. “A brand promise is a meaningful commitment,” he said, “and everyone on your team plays a role in keeping it.”

He emphasized the importance of internal alignment, sharing how Backstory’s brand discovery process—based on in-depth interviews and strategic insights—helps organizations identify gaps between how they’re currently perceived and how they want to be seen. This alignment is what turns static mission statements into momentum-driving narratives.

Insights for Entrepreneurs at Every Stage

Whether you’re launching a startup, scaling a SaaS, or managing a legacy brand, Jed’s advice applies. One of his key takeaways for early-stage entrepreneurs? Don’t wait for everything to be perfect. “You build confidence by taking action,” he said. “The only way to find out what resonates is to test and refine in real time.”

Jed's book, Building a Brand That Scales, provides a full playbook for this process. It outlines the Backstory Brand Wheel™, a four-phase framework that walks teams through discovery, foundation, expression, and activation. It’s a tried-and-tested system that’s helped brands like BambooHR, Havenpark, and Vasion grow with clarity and confidence.

Tune In for the Full Conversation

Want to hear the full story? Don’t miss this episode of Passage to Profit. You’ll walk away with smart, actionable strategies to align your team, refine your message, and build a brand that’s ready to scale. Plus, you'll see firsthand why Jed's approach to branding goes far beyond logos—and deep into the heart of what makes your company worth remembering.

Watch the episode here: Passage to Profit Show – Full Episode

Ready to build a brand that scales? Start by reading Jed’s book: Building a Brand That Scales