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.

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”.

Redefining the Center of Your Brand's Narrative

044: Redefining the Center of Your Brand’s Narrative

Saturday, September 10, 2016 – 1 hour, 8 minutes

The purpose of a brand is to create a specific perception about your company, product, service, or anything else you’re creating. As time goes on, it can be easy to think that the brand is about the thing itself.

Unfortunately, the more the focus of your brand turns inward, the more your audience is going to feel unwelcome and ignored. People are looking for what is going to make them better, not what is going to make someone else look good.

Spoilers: Your brand is not about you. It’s not even about the thing it represents. It’s about the people who are going to be engaging, interacting, and connecting with it.

In today’s episode, we explore what it looks like to build a brand that is centered around other people while maintaining the heartbeat that you bring as an individual.

Culture and the Modern Global Brand

043: Culture and the Modern Global Brand

Saturday, September 3, 2016 – 60 minutes

The internet is an incredible invention that has effectively facilitated the global connectedness of cultures and countries around the world. It’s nearly impossible to have an online presence that is not encountered by someone from another culture.

With this deeper worldwide connection comes complications. People want to consume your content and interact with your brand, but they may speak other languages or not understand the nuances of your brand.

Figuring out how to interact with people from other cultures has a lot of implications, and having a plan for how you can accommodate other cultures might be exactly what your brand needs.

In this episode, we discuss the responsibility that the modern-day brand has to figure out where it fits in the ever-connected world.

Why Your Communication Skills Are Crippling Your Brand and How to Improve

042: Why Your Communication Skills Are Crippling Your Brand and How to Improve

Saturday, August 27, 2016 – 16 minutes

Your brand has a message you are trying to communicate with your audience, a story you are trying to convey through words, imagery, and the like. You have a mission and a purpose, and you’re working hard to reach the right people with the right message.

But something’s not quite right. You’re not really sure why, but it doesn’t seem like your message is very effective. You may not know how to actually communicate correctly with your audience, and you know it’s hurting your brand. You might struggle finding the right words, or you might struggle with finding any words at all.

Without clarity, a brand is lost. How can you communicate your message without knowing how your audience is going to respond to it, and what can you do to improve your communication skills?

In this solo episode, Kyle shows you how you can improve your brand message, provide clarity in how you communicate, and reach your audience better than you’ve been able to yet.

Deciding Where Your Brand Needs Deeper Investment

041: Deciding Where Your Brand Needs Deeper Investment

Saturday, August 20, 2016 – 36 minutes

A healthy brand requires a significant amount of focus in specific areas. Certain seasons of your brand’s life may look different than the others, and you may end up building out different things throughout the years.

Times will come when you need to evaluate where you are spending your time and money. Are your purchases aiding your goal, and is the time you’ve allocated toward certain things actually building your brand in the right direction?

You have to take a step back every once in a while and assess the situation. Regular evaluation times are a necessity for a healthy, growing brand.

You may have to make some hard decisions. You might need to cut things out of your life. You may need to stop spending money in an area that is more fun than others because it’s not actually helping your mission.

In this episode, we’ll be talking about how to consistently and regularly evaluate how you are investing in your brand, and how to reposition your focus to accomplish your goals.

Hosts
Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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