our process

The Backstory Brand Wheel™ Framework

Backstory's repeatable branding process consistently delivers great results. Using our Brand Wheel Framework organizes the work into for sequential steps: brand discovery, brand foundation, brand expression and brand activation. Each step builds on the last to define each element of your brand.

Step 1

brand discovery

The first step is to uncover insights that inform your brand strategy. We dive deep to gather and synthesize company, customer, competitive and creative insights. These unique perspectives will direct and inspire the words, images and experiences that create your desired brand perception.

Step 2

brand foundation

The Brand Foundation defines the five foundational elements of your brand story: 1) Brand Purpose, 2) Brand Position, 3) Brand Promise, 4) Brand Pillars, and 5) Brand Personality. When all five of these elements are crafted correctly, they fit together like a seamless dovetail joint in a piece of fine furniture. And yes, we’re happy to fix do-it-yourself branding projects that have gone astray resulting in leftover parts and pieces or forced fits.

Step 3

brand expression

Brand Expression include these outward expressions of your brand:

  • Brand Architecture
  • Naming
  • Tagline
  • Ideal Customer Profiles (ICPs)
  • Customer Personas
  • Marketing Messages
  • Brand Narrative: Elevator Pitch, About Us, Company
  • Overview
  • Visual Brand Identity (logo)
  • Style Guide
  • Brand Voice, Visual and Experiential Guidelines
Step 4


Creating your desired brand perception results from consistently communicating your brand promise across all of your customer touch points. Backstory writes copy to ensure your brand story goes to market as intended.

We partner with experts in every aspect of design, copywriting, content creation and digital marketing and performance marketing. Our consortium of brand marketing services includes graphic design, UX and UI design, website design and development, SEO and paid search (Google Ads/search ads, display ads and shopping ads, along with social ads on Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.).

Take our Brand Assessment