Invisible Details

A weekly show about building a successful brand through story and authenticity.

A brand is so much more than a logo or what is visible on the surface. It's the heartbeat of a company. A brand is about values and the story you're telling.

Join Cory Miller and Kyle Adams every Saturday for clear and practical advice on how to define your brand from the inside out. Connect with your audience and stand out from the competition.

Increase Revenue 200% by Forgetting the Competition

069: Increase Revenue 200% by Forgetting the Competition

Saturday, April 22, 2017 – 53 minutes

Competition is one of the best things for business. It affirms an actual need and market for the industry or niche you’re in, and it encourages innovation and creativity.

There is a tendency to hold competition in a specific light, and it becomes easy to look at what the competition is doing rather than to focus on innovation or actually solving a problem. Rather than striving to be creative, you just try and catch up with what other people are doing, hoping to gain some of the same traction.

Copying is easy and following trends is simple, and there’s a better way to build your business than to only look at what others in your industry are doing.

On today’s show, we’ll be talking about the alternative to focusing on “what everyone else is doing” and improving your offerings in ways that make your competition’s methods irrelevant.

Practical Ways to Promote Without Using Discounts

068: Practical Ways to Promote Without Using Discounts

Saturday, April 8, 2017 – 1 hour, 21 minutes

To some, discounting a product means more customers and easy sales. To others, discounting damages brand perception, which can have negative long-term results.

Whether you like discounts or not, there comes a point when you simply can’t rely on that strategy in a way that makes sense for your brand. You want people to notice your product, but you don’t just want to spam people with, “Hey, my product is still for sale!”

It isn’t hard to find “marketing gurus” who swear by discounts but never actually teach anything useful. Discounting is the easy way out, and if you want a brand perception that is rock solid, it’s time to get creative.

On today’s show we’ll be talking about ways to build interest in your product or service even past launch date and practical ways to market what you’re selling without resorting to discounts.

Choosing the Right Tone for Your Message

067: Choosing the Right Tone for Your Message

Saturday, April 1, 2017 – 55 minutes

We talk a lot about the “invisible details” of a brand on this show, but there are many characteristics of a brand that display themselves in an external way. People are attracted by what is external and they are moved by what is inside.

As you work to make your vision a reality, you’ll need to make a decision about how you want your brand to “speak” to your audience. The words you write, the replies to send via email, and even the imagery you use comes from this singular idea of tone.

How you communicate your message is just as important as the message itself.

In today’s show, we’ll talk about how to define the tone of your brand (and sub brands) and why having a clear concept of your brand’s character is important for the longevity of your message.

When To Stay Old School and When To Evolve

066: When To Stay Old School and When To Evolve

Saturday, March 25, 2017 – 44 minutes

We are at an incredible point in human history. Technology is advancing faster now than it ever has, and the world is changing by the minute. In almost every situation, you must keep up with the times or be left behind.

Yet whenever advancement happens, we see nostalgia emerge. People begin to crave the old way of doing things and are captivated by reminders of memories and stories from “before.”

It’s easy to find examples of this nostalgia in a modern context, and it certainly begs the question of advancing for advancement’s sake or maintaining the traditions that have made your brand what it is.

In today’s episode, we’ll be talking about how to remain relevant with your target audience, whether you plan to go all out on the latest and greatest or if you decide to continue your brand in the way things have always been done.

The Key Ingredient Your Brand Needs to Stay On Track

065: The Key Ingredient Your Brand Needs to Stay On Track

Saturday, March 18, 2017 – 32 minutes

Whenever someone uses the saying, “It was right under my nose,” they’re referring to the idea that something was so obvious but they couldn’t see it because they were so close to it. In fact, you can see your nose at all times, but because you’re so used to it, you never realize that you can actually see your nose all the time.

When you’re really close to your business, it’s easy to start missing things because you’re too close to it. It can get harder and harder to maintain any level of objectivity because of the time you’ve spent crafting your brand and putting in the work.

In order to truly evaluate your brand, you need objectivity. You need a way to get a high-level view of what you’re doing so you can make the best decisions going forward.

In today’s episode, we talk about how to get that objective feedback and the importance of realizing you can’t do it all on your own.

Why People Will Pay Extra To Avoid You

064: Why People Will Pay Extra To Avoid You

Saturday, March 11, 2017 – 43 minutes

You’d love if people paid above and beyond your competition to get your product or work with your business. What wouldn’t feel great about someone saying they’d be happy to pay more to work with you?

But what if they said they opposite?

What if someone said they were more than happy to pay extra to not buy your product?

That would feel, well, a little less great.

In today’s show, we’ll talk about how to identify problems that would cause people to want to avoid your brand, and how to address the issue of conflicting values between you and your target customers.

Unscalable Things That Will Blow Your Customers' Minds

063: Unscalable Things That Will Blow Your Customers’ Minds

Saturday, March 4, 2017 – 48 minutes

Everyone wants to scale, whether it’s in profit, audience size, influence, skill, or some other type of gain. Scale prevents stagnation, so in order to remain relevant, you must grow or improve in some way.

How you do business changes as you scale, and the details that were once easy to implement are now much more complicated. Because the nature of your business changes, the ways you interact with your customers and clients must also change.

A lot of companies have had this experience: when they were smaller, they could give every order the care it deserved and treat each customer like they were their only one.

However, as they scaled, and as twenty orders a month became a hundred orders a day, they simply couldn’t give the kind of attention to each order as they used to.

It’s the same if you have a smaller audience. While it was once easy to respond with multiple paragraphs to every email that came in, your inbox sits cluttered and covered with cobwebs because it’s dozens if not hundreds every day.

Aaron Dowd joins the show to discuss how to do the “unscalable”, how to make every customer feel like they’re the most important person to your company, and what the unscalable things do for your brand.

How to Define Your Product's Value (Spoiler: You Can't)

062: How to Define Your Product’s Value (Spoiler: You Can’t)

Saturday, February 18, 2017 – 49 minutes

So who defines what your product is worth, anyway?

If you go back far enough, you’ll find all levels of trade and exchange, ranging from gold, animals, servitude, and more. In more modern times, we use paper, metal, and digital bits as currency to exchange for the things we want.

Business happens because at one point it was agreed between people that a thing had certain value and could be traded for other valuable things.

At its essence, you might say that the value of something is determined by what someone is willing to exchange for it. But is that all there is to it?

Knowing how to price your product can be very complex, so in today’s episode we’re going to talk about evaluating the value of your product and who actually determines what your product is worth.

061: Which Comes First: the “Who” or the “What”?

Saturday, February 11, 2017 – 52 minutes

Have you ever heard the phrase, “What comes first, the chicken or the egg?”

It’s a silly question based on the idea that a chicken has to lay an egg in order for there to be an egg, but the chicken has to come from an egg at some point.

We often do the same thing when trying to figure out what we want our businesses to be.

Some people start with who they want to help and figure out how to do that later, while others start with what they want to do and then figure out who they can help with that.

In today’s episode we’ll look at both paths and how to go about pursuing one if you start with the other.

Hosts
Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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