“Jed provides CEOs with a practical branding framework and real-world examples to lead their teams in clarifying brand purpose, articulating brand promise, and codifying company culture. The resulting internal-external brand alignment accelerates growth by making and keeping a meaningful promise at scale. Alignment catapults organizations to top performance.” —Carine Strom Clark, four-time CEO and venture capitalist

“In Building a Brand That Scales, Jed Morley takes the complex task of identifying, articulating, and expressing a brand down into consumable and orderly components that fit within a comprehensive framework. Not only does he make the process understandable and actionable, but with so many good stories, very relatable. Jed’s fundamental explanation of branding as making and keeping promises resonates deeply with me. I’ve had the opportunity to work with Jed on branding projects and have seen firsthand how his approach to building a brand that scales works. One rebranding project he led played a central part in our company growing from a small sideshow startup to being the leader in a new multibillion-dollar software category.” —Garin Hess, serial entrepreneur; founder and CEO, Consensus

“As a founder or CEO of a software company, you’ve probably heard a lot about product-market fit—but what about your messaging? Building a Brand That Scales shows you how to apply that same mindset to your marketing with the Message Market Fit framework, helping you craft messages that truly resonate and drive growth. Jed has been a friend and a mentor to me for almost 20 years; I'm excited to see him share his insights with everyone now.” —Jorge Mazal, former chief product officer, Duolingo; founder, Outsmart College

“I love great models and frameworks—especially those that distill complex ideas into actionable insights. Building a Brand That Scales by Jed Morley is, hands down, the best I’ve seen on how to think about and systematically build a great brand. Morley doesn’t just present theory—he lays out a structured, deeply practical approach that demystifies branding and makes it accessible to founders, leaders, and teams who want to create something enduring. His Backstory Brand Wheel™ is a game-changer, providing a clear, scalable methodology for defining, articulating, and executing a brand strategy that truly resonates. If you care about building a brand that stands the test of time, this book belongs on your desk—not your bookshelf.” —Mark Abbott, founder and CEO, Ninety

“Building a Brand That Scales is an excellent resource for leaders who want to create a brand that grows with their business. Jed Morley delivers a clear, actionable framework for developing a compelling brand story, ensuring alignment across teams, and driving meaningful impact. Whether you're launching a new brand or refining an established one, this book is the perfect guide to sustainable brand success.” —Mary McChesney, chief marketing officer, Crucial Learning

“Jed Morley's Building a Brand That Scales masterfully connects brand purpose and company culture, showing leaders how to create organizations that consistently live up to their brand promise. His insights into crafting meaningful purpose statements and aligning teams around shared values offer a practical road map for leaders aiming to create lasting impact and exceptional performance.” —Tom Smith, coauthor of four New York Times bestsellers, including The Oz Principle and Change the Culture, Change the Game