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Sign of Good Branding


Meet Dane Sanders



Where do you reside?

Auburn, California



Which industry do you work in?

B2B Consulting Services



What is your professional role?

I'm the CEO. We work B2B with organizational leaders to help their employees love their job. My main role is to be the face of the brand, develop content, give Keynotes, and win business





What is your top personal value?

Clarity at how we can help our customers get what they want.



What do you do when you aren't working?

I run a couple groups called MenOfDiscomfort.com and WomenOfDiscomfort.com.



What makes you unique?

I started my career with a degree in marketing and felt like I had learned how to manipulate people to buy things they didn't want or need. So, I went to grad school to study philosophy and see if I could find a better way to live instead. Somewhere in there, I met and became colleagues and friends with Seth Godin. He changed my mind about marketing when it's done right. Then, I met and became colleagues and friends with Donald Miller. He helped me understand the difference I could make when I leveraged story structure to communicate what I can do for people.





What do you love about what you do and how do you help others?

My primary interest is to find ways to flourish as a human being and to share what I discover.


What is the number one goal you are trying to achieve in your professional life?

Helping our customers get what they want.



What is the definition of the word Brand?

The story people say about you when you're not around.



What is brand awareness and why is it important to the brand story?

People need to know that we can help them with their problem. In that way, we position as a needed Guide -- with the understanding and authority to help our customers get what they want.




Which platforms must a brand have in their digital footprint?

There are a lot of ways to own your territory online, but I'd start with a website, a lead generator, and an email sales sequence. From there a few key broadcasting and social channels can be helpful.



What one thing must you do on social media when telling a brand story?

Talk about the customer's problem.



What is your favourite platform to tell a brand story and why?

We focus on podcast conversations, our bi-weekly newsletter, and Twitter as our primary channels. Giving content people can respond to and share with others is key.



What is a common mistake you see brands making in the brand awareness part of their story?

They talk about themselves too much.



Which brand gets the brand awareness part right?

Big brands like Patagonia do a fantastic job at consistently being an emblem for people who want to make a difference. Smaller brands can be just as effective. Influencers like Zach King, Seth Godin, and Donald Miller all come to mind as particularly on point and consistent.



From his Website:


The best way to make that happen is to invest in the dreams of your team to the same degree you want them to invest in the dreams of the organization.


When you do, the upside is remarkable. Not only should your recruitment, engagement, and retention efforts skyrocket, so should the positive mental health of your people, especially if they work remotely.


We understand how challenging it is just to run your business. You need your team to bring their best everyday. The stats though aren’t in your favor. The bottom line is most employees hold their best back at work. In fact, they’re often incentivized to hold back.


By choosing to invest in your employees with Tell Me Your Dreams, you remove any doubt about your commitment to their well-being, as well as who they’re becoming. When you invite dreams, you discover a drive most organizations never even know exists.


Our team is comprised of world-class mental health professionals, trainers, and coaches. We specialize in working with decentralized teams, as well as in-person gatherings. We can even train and certify your key staff to deliver Tell Me Your Dreams internally.



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