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.

Nice to Haves (Part 1): The Subjectivity of Value

114: Nice to Haves (Part 1): The Subjectivity of Value

Saturday, May 26, 2018 – 1 hour, 6 minutes

Most businesses are built on a very understandable, palatable concept: find a problem, solve the problem, and sell it to the people who have the problem.

This is a surefire way to make money in the 21st century, because much of the upfront work has already been done.

While many people who want to make a living provide for themselves by solving direct problems, there is a vast number of others who want to make a living doing something that doesn’t solve a direct problem.

How do you come up with a price for your art? How do you determine the value of those snazzy jeans you designed? Why do people spend their money on certain things and not others? What do you do when your product doesn’t provide any sort of monetary return?

This episode is the first of a four-part series. We’ll be talking about the subjectivity of value and how to start on the path to developing a brand based around what some would call “nice to haves”.

Staying Relevant While Staying Consistent

113: Staying Relevant While Staying Consistent

Saturday, May 19, 2018 – 49 minutes

Keeping up with the modern trends can be an arduous task with great reward. Staying in business requires knowing your market and adjusting as things change over time.

On the other side of the coin is the idea of remaining consistent with your brand over the years. You’ve established yourself, you know what you’re about, and you’ve established solid patterns and systems.

How do you balance staying relevant with your target market while not compromising on what your brand is built on?

On today’s show we’ll talk about how to balance the natural evolution of a brand with remaining consistent to your core audience.

How To Look at Your Analytics Objectively

112: How To Look at Your Analytics Objectively

Saturday, May 5, 2018 – 46 minutes

One of the lesser-appreciated but equally important parts of any business is research. Knowing your market, understanding your target audience, and analyzing your current status.

Taking a look at the numbers in any form can feel daunting. The moment you start looking over your site analytics, social media data, or the numbers from last month’s sales, lots of questions begin to spring up.

Knowing how to evaluate the data is a skill that takes time, but it also requires you to disassociate yourself from the numbers themselves, which can also be hard. What do you do when the numbers are less than what you want, or when they aren’t what you had expected?

It’s far too easy to get caught up in the calculations and the math and forget to see the realities of analytics. The “numbers” represent actual people, which is the most important focus.

In this episode, we talk about how we look at the numbers and analytics and how to work on staying objective while studying the data.

Long Term Decisions vs. Short Term Action

111: Long Term Decisions vs. Short Term Action

Saturday, April 28, 2018 – 52 minutes

Any time you start something there is a desire to have that thing find success, whatever level of success that may be. Perhaps it’s completely passive income, making seven figures a year, having a certain amount of clients, or just having enough to do the things you really want to do.

Goals, dreams, and aspirations are all very important. Having a path in front of us helps to determine where we walk and what we do.

There’s a lot of advice out there about envisioning the future, deciding who you want to be and then modifying your behavior to fit that persona. We’re told to decide how successful we want our business to be and then “make it happen”.

While these pieces of advice can be helpful, it also introduces the problem of looking too far ahead and not looking enough at where you are right now.

Having a desire for success is important, but the process of building a brand is not one that grows immediately, and sometimes you have to step back and focus on your short term actions rather than what might happen in the future.

In today’s episode we’ll be talking about the decision making process for your brand, how to make short term decisions based on long term goals, and how to make decisions based on your current business situation.

The Costs of Waiting Until It’s Done

110: The Costs of Waiting Until It’s Done

Saturday, April 21, 2018 – 1 hour, 1 minute

The idea of putting imperfect work out into the world is unpleasant. You know if you worked just a little harder, just a little longer, you might be able to get it to where you envision.

Late nights, tweaks, updates, rehauls and refreshes. The bar for completion keeps getting higher and higher. Deadlines start coming up and the project is nowhere near the level you want it to be.

Sound familiar?

Maybe you’re working on a project and waiting to share it with the world until it’s done. You want to put the finished product on display and share it as people will experience it. You only get one shot at a first impression, right?

There’s a problem with this methodology, and the problem lies with humanity’s incredible ability to move on and move on quickly.

Knowing how to achieve the result of your vision is more important than the vision itself, and on today’s episode, we’ll be talking about how to keep yourself from procrastinating on shipping, why imperfect work can actually work perfectly, and why you may not want to wait until it’s done.

Evaluating Your Brand for Maximum Results

109: Evaluating Your Brand for Maximum Results

Saturday, April 14, 2018 – 54 minutes

If your body seems to be having some sort of health issue, the first thing anyone does is attempt to diagnose it. You identify the issue, sort out the causes and symptoms, and even see a professional if need be.

Many people also have regular checkups with physicians or doctors, sometimes not because anything is externally wrong, but just to make sure everything is going well under the surface.

The process of evaluating something gives you the opportunity to ask objective questions and really get a sense for what is happening “under the hood”. Whether it’s your body, company, brand, or anything else, you now have a framework to get a sense of the health of that thing.

A brand is no exception, and in fact brand evaluation should be part of a regular schedule that you maintain throughout the year.

Without taking a good honest look at the status of your brand, you run the risk of overlooking symptoms of deeper problems that could be detrimental down the road.

In today’s episode we’ll talk about some methods you can use to evaluate your brand, how frequently you should conduct evaluations, and some easy steps to get started without getting overwhelmed.

A Primer on Developing Your Brand Identity

108: A Primer on Developing Your Brand Identity

Saturday, April 7, 2018 – 1 hour, 6 minutes

It’s not enough to simply have an idea of what you want your brand to be or how you want to be perceived. In order to remain consistent and to truly communicate what your brand is, you need to construct your brand identity.

Whatever your brand projects is part of its identity. Words, imagery, color, tone, personality, it’s all wrapped up under the umbrella of brand identity.

Your brand identity is the tool that gives you assurance that what your audience is seeing is consistent with what you want your brand to be. It takes the philosophy and internal workings of your brand and externalizes it for people to experience.

On today’s show we’re going to provide an introduction to the idea of brand identity, how to develop a filter for what you already have, and some simple steps to get consistency fast.

Getting Past the Fears of Building an Audience

107: Getting Past the Fears of Building an Audience

Saturday, March 31, 2018 – 32 minutes

Having a brand means having a certain kind of reputation. It means you are perceived in a certain way by someone else, whether positive or negative.

The requirement of any brand is having someone else on the other side of it: a customer, a target audience member, a competitor, and so on. If nobody knows about what you’re doing, your brand doesn’t exist.

Getting in front of people is not something that comes naturally to most. When you put yourself out there or when you allow your work or creativity to be public, it can be scary!

The best part is: you’re not alone. There are a lot of other people struggling with putting themselves out there because building an audience can be nerve-wracking.

On today’s episode, I want to share some of my experience with building and audience and help to alleviate some of the most prominent fears that hold too many people back.

How Email Automation Fuels Your Brand

106: How Email Automation Fuels Your Brand

Saturday, March 17, 2018 – 60 minutes

Every few months or so people proclaim loudly that email is dead and [insert new platform here] is the future of communication. However for all of its flaws, email is not yet dead, and is nowhere close to being so.

Estimates show over 3.6 billion email accounts across the world, and research groups have estimated that over 236 billion emails were sent in 2017…per day.

Yes, that’s 236 billion emails a day, or 86 trillion emails in a year.

Of course, a response to this might be, “How can my emails compete with 236 billion other emails in a day? How does this matter?”

It matters because even though the scale is growing, people are becoming more and more sensitive to what comes into their inbox. Anything they want is purposeful, and what they don’t want is marked as spam.

Today’s show is not about methodology or a how-to on how to set up your automations, but instead a look as to why email is still relevant and how you can leverage your brand through email.

We don’t believe email is dead, and furthermore we believe that email can be one of your brand’s biggest assets. On today’s show we’ll talk about email automation, how to build trust through email, and why you should take great care with your audience’s inbox.

Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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