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.

How to Monetize Something That Isn't Practical

053: How to Monetize Something That Isn’t Practical

Saturday, December 10, 2016 – 1 hour, 9 minutes

It’s pretty common to hear that business is built on solving problems. If you want to make money, solve problems. If you want to have a successful brand, solve problems.

But then there’s the moments when you realize what you’re trying to build doesn’t really solve any problems. You hear the term “nice-to-have”, and you adopt that term into your mindset.

“My product isn’t a necessity.”
“What I do doesn’t solve a problem.”
“It’s just art.”
“I don’t know how to tell someone how this thing benefits their life.”
“It’s just a nice-to-have.”

If this is you, you’re not alone, and you’re not breaking new ground.

That’s because “nice to have” doesn’t exist.

Today’s episode is a crash course on how to market and brand something that doesn’t solve a direct problem, something that people might refer to as a “nice to have”. We’ll even show you how companies are making billions every year even though they aren’t solving problems.

When Should Your Brand Be Serious or Funny?

052: When Should Your Brand Be Serious or Funny?

Saturday, December 3, 2016 – 39 minutes

Talking about your brand can be a heavy subject. Once you bring in target audience, funding, mission statements, content marketing, and all the millions of other things, it certainly can feel like you’re carrying a giant on your shoulders. Or two.

Today, we’re going to lighten up a bit and talk about how to determine if your brand should be serious, funny, both, neither, or a combination of all four.

Knowing When To Call It Quits

051: Knowing When To Call It Quits

Saturday, November 26, 2016 – 1 hour, 20 minutes

If you’ve ever put a lot of work into something, you know what it takes. You know the long hours it takes to get results. You know the investment of time and money it takes to accomplish your goals.

And then there comes those times when you need to make a choice: do you keep investing and pushing and working, or do you let it come to an end?

Nobody wants to be called a quitter. The idea of wasted time, money, and energy is enough to make any of us uncomfortable. How do you stop, pivot, or end something with grace and confidence?

On today’s episode, we’ll be talking about knowing when to call it quits, when to double down, and times when we personally decided to end something to make way for other things.

The "Aha!" Moment in Understanding Your Target Audience

050: The “Aha!” Moment in Understanding Your Target Audience

Saturday, November 5, 2016 – 1 hour, 18 minutes

Target audience is one of the hardest parts about building a brand. It not enough to simply make something and hope people get excited about it.

Even if you already have a definition of your target audience or customer, you may find yourself hitting a wall and not understanding how to deepen your connection with the people who follow and buy from you.

You need Deep Audience Clarity. You need to know your audience better than anyone.

In today’s show, we’ll be talking about the kind of clarity that will take you from a surface-level definition of your target audience to a place of deep understanding.

The Litmus Test for Brand Consistency

049: The Litmus Test for Brand Consistency

Saturday, October 22, 2016 – 1 hour, 12 minutes

When a new idea pops into your head, or the vision of another product or different direction sets in your mind, it’s easy to follow the “shiny object” and forget the other things that are happening.

How do we know if we’re chasing the right things? How can we determine if the idea we’ve just had lines up with our brand’s mission, values, and purpose?

It’s time to get practical.

In this episode we’re going to be talking about The Brand Consistency Test, a straight-forward formula of specific questions designed to help you make a decision faster and with greater confidence.

Using this test will help you clarify if what you’re doing is beneficial to your target audience, your overall brand goals, and the direction your brand is headed.

Owning Your Assets and Finding Safety in Originality

048: Owning Your Assets and Finding Safety in Originality

Saturday, October 15, 2016 – 1 hour, 17 minutes

I’m going to be frank: there are a lot of mixed messages out there about whether or not your work should or can be original.

It can be hard to get the attention you want your brand to have, and it can be doubly as difficult to innovate and produce original work. It’s why we find advice to create concepts based on what already exists and why we’re okay with “stealing ideas.” Regardless of where this advice originates, it can be very misleading.

As your brand develops, you’re working to produce assets, things you own that are useful in generating income. The less you own, the less control you truly have over your income, and the more uncertain the future of your brand becomes.

In today’s episode, we’re discussing the ideas of building original assets to utilize for your brand, when copying is okay, and why you should steer clear of relying upon someone else’s success.

Quality, Quantity, and Brand Dilution for Mass Appeal

047: Quality, Quantity, and Brand Dilution for Mass Appeal

Saturday, October 8, 2016 – 1 hour, 2 minute

When it comes to creating anything of value, whether it’s products or content, there are usually two trains of thought: produce as much as you can and ship it quickly, or produce in smaller quantities with higher quality.

The “ship much, ship quick” mindset is about expanding fast, reaching as many people as possible with as many things as possible. It promotes having a minimum viable product and getting something out the door as fast as possible.

The “ship fewer, ship better” mindset emphasizes quality and care, putting more time into perfecting what you do put out there, but may limit how many people you can actually reach.

This also applies in a larger way to audience reach. You may be able to “reach” large amounts of people, but the trade-off might be the quality of what you can produce.

On today’s show we’ll be talking about finding balance between quality and quantity and how to tell if you’re diluting your brand by reaching too far.

What to Focus On When Getting Started Feels Overwhelming

046: What to Focus On When Getting Started Feels Overwhelming

Saturday, September 24, 2016 – 1 hour, 6 minutes

Domain name. Hosting. Logo. Business plan. Employees. HR. Hardware. Software. Training. Property rental. Video gear. Money to pay for it all.

Building a brand sounds like a great idea until you start thinking about all of the things that need to be done.

What was once an exciting idea has become a mountain to climb, and you don’t even know what to pack for the journey. It seems unconquerable because there are so many things.

Someone once said the journey of a thousand miles starts with a single step. In today’s episode, we’ll give you some ideas for defining that first step so you can get started.

What if My Brand Story Isn't Compelling Enough?

045: What if My Brand Story Isn’t Compelling Enough?

Saturday, September 17, 2016 – 33 minutes

Most brands seem to have this great history attached, some great obstacle or problem that was overcome, or a daring innovation that truly changed the face of history as we know it.

Not every brand has that, though.

Some brands started out by having an idea and then simply acting on it. Others just had the company handed to them. Others still are built upon a single person’s desire to put something in the world.

How does a brand produce something as important as a story if there’s really nothing about the brand that stands out?

In today’s episode, I’ll give you some ideas on how to craft a brand story and produce something inviting and intriguing, even if your brand story is “boring”.

Hosts
Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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