What do totems on totem poles represent?

These poles are more correctly known as "story poles" and were personal to the carver and their family. The creatures represented related to the life of the carver and his beliefs.

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While totem poles do tell stories, they also represent a clan's crest, social rank, and affiliation. Totem poles were also carved to memorialize a deceased person. Animals carved on totem poles may represent the carver's crest, clan, or figures in a clan's story. It is not only animals or mythical creatures carved on totem poles, sometimes people and other objects are carved on them also. Depending on the story, it often does not personally belong to the carver, but rather to the clan he belongs to. If anything the totem poles were personal to the carver and his clan as opposed to just the carver and his family.