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 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.

The Rookie Mistake to Avoid When Marketing Your Product

060: The Rookie Mistake to Avoid When Marketing Your Product

Saturday, February 4, 2017 – 39 minutes

Does it ever feel like you promote your product but nobody cares?

Have you ever launched a product and kept refreshing your browser, excitedly waiting for the sales orders to come in, and a few did but then just seemed to fizzle out?

Maybe you’re just about to start marketing your product, and you’ve spent hours thinking and writing out why your product is the best there is.

I’m going to go ahead and spoil the show for you.

If you’re talking about your product more than you’re talking about the customer’s life as a result of your product, you’re making a mistake.

In fact, if your marketing plan includes a disproportionate focus on the product instead of on your customer, you’re making a mistake.

And it’s a mistake rookies make.

This might seem counterintuitive, but it’s true. In this episode, we’ll be talking about how to avoid this mistake and how to improve your copywriting to boost sales.

The Realities of Transparency and Why It Matters

059: The Realities of Transparency and Why It Matters

Saturday, January 28, 2017 – 56 minutes

The history of business has always moved and evolved from one generation to another. Values change, focus changes, and the way of doing things continues to adapt to the new consumer.

One of the biggest changes that has happened over the last decade or two has been the emphasis on transparency. The general public is no longer satisfied with simply buying products. They want to know what’s happening behind the scenes.

This is why there has been an increase in transparency reports and “drawing back the curtains” of how a business operates. Even huge corporations are not immune from this, and many have found the need to change business practices because their customers are demanding they be held accountable.

Regardless of the size of your brand, it’s important to understand what your audience values, and as the growing trend of transparency becomes more and more relevant, it’s time to think about what transparency looks like for your brand.

In today’s show, we’ll be talking about what brand transparency means, some practical ways to be transparent, and some great (and not so great) examples of brands doing transparency right.

What Are You Building an Audience For?

058: What Are You Building an Audience For?

Saturday, January 21, 2017 – 53 minutes

Do you know why you’re building an audience? Do you have explicit reasons for increasing your number of followers or subscribers? Are these reasons vague in any way?

Building an audience is one of the best ways to increase revenue and grow a business online. It is a method that is tried and true, and while the steps themselves can seem complicated, the goal remains.

But “build an audience” is not the end goal. It is a means to an end.

If you’re building a list but aren’t really sure what you’re building it for, this episode is for you. If you feel like you need to send out tons and tons of emails but it’s not leading to anything and you don’t have any idea of what it could lead to, this episode is for you.

On today’s show we’ll be talking about defining your reasons for building an audience and why the implications of vaguely growing a following without purpose can be detrimental to your brand.

How Do I Reach People Who Are Different From Me?

057: How Do I Reach People Who Are Different From Me?

Saturday, January 14, 2017 – 39 minutes

As much as some people want to deny it, change is part of life. We get older, our physical appearances change, our personalities evolve over time.

The world around us is constantly changing.

But what if you don’t resonate very will with the brand of your own business? What if your customers or audience live completely different lifestyles than you do? What if your competitors or peers seem to have certain ways of doing things that you don’t agree with?

Sometimes you may have to adapt and change with the flow of your business, and other times you may need to fight against the “status quo” and the pressures of changing who you are.

On today’s episode, special guest Cory McCabe joins the show to talk about the idea of maintaining your sense of “self” as you grow and how to protect against the pressures of unnecessarily changing who you are to fit some predetermined mold.

Using Color and Imagery to Communicate With Purpose

056: Using Color and Imagery to Communicate With Purpose

Saturday, December 31, 2016 – 39 minutes

Connecting with people online is primarily a visual endeavor, full of color, images, video, and words. If someone is on your website, there’s a good chance they’re experiencing it visually.

This isn’t limited to online experiences, either.

Brick-and-mortar shops and retail businesses thrive on trying to catch your attention a thousand different ways when you come into the store, attempting to use clever marketing tactics and “color psychology” to sway you into buying.

There’s enough on this subject to dedicate entire college courses to it, so today we’re going to be talking about some basic principles and why you should take extra care when choosing colors and images to represent your brand.

How to Change the Name of Your Brand Without Losing Your Audience

055: How to Change the Name of Your Brand Without Losing Your Audience

Saturday, December 24, 2016 – 39 minutes

There are many instances where a name change for your business is inevitable or an improvement toward achieving your goals. It could be a minor technical change, or it could be a complete overhaul.

Even though it might sound intimidating, there are a lot of reasons you may want to change your brand name, all of which come with great benefits as well as challenges.

Change is difficult for most people in general, so these things have to be handled with great care and intentionality.

In today’s show, we’ll talk about how to bring your audience along with a name change and how to communicate your plans effectively.

Develop a Vision Others Can Get on Board With

054: Develop a Vision Others Can Get on Board With

Saturday, December 17, 2016 – 45 minutes

There’s a saying among backpackers and campers, “Leave it better than when you found it.”

It’s a call to explore and enjoy nature, but leave it as undisturbed as possible. After you pack up your campsite, you clean it, remove all traces of your being there, and continue on.

The saying originates from a man named Robert Baden-Powell, the founder of the modern Scouting movement, who once said said, “Try and leave this world a little better than you found it.”

This is the essence of a brand vision. It’s how we want the world to be, whether big or small. It’s the reason we started in the first place.

In today’s episode, we’ll be talking about how to define your vision and how to get other people excited about it and invested in it.

Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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