In 2010, Dana Anspach, founder and CEO of Sensible Money in Scottsdale, Arizona, started working with a branding coach to identify foundational brand values for her business. “I spent less than $2,000, and it was a good purchase,” Anspach says.

On the heels of that success, Anspach hired a marketing expert. “He said, ‘When we’re done, the phones will ring,’” Anspach says. “I said, ‘My business doesn’t work that way.’ But he was right.”

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