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 Brands We Love and Why

100: The Brands We Love and Why

Saturday, January 27, 2018 – 1 hour, 19 minutes

Today marks a big milestone for Invisible Details: we’ve reached our 100th episode!

To celebrate, we turned on our cameras and opened up the broadcast to all of our listeners for a special public live show.

On today’s show, we talk about our favorite brands, things we can learn and bring into the new year, and our hopes and plans for the next one hundred episodes of Invisible Details.

Reducing Friction for a Positive User Experience

099: Reducing Friction for a Positive User Experience

Saturday, January 13, 2018 – 22 minutes

One of the best ways to measure the success of your business is to set goals and track your progress to achieving those goals.

Your goals might be conversions achieved, sales numbers, contacts subscribed, or any number of other things. In most cases, your customers or audience members have to perform some sort of action to hit these overall goals.

Customer actions are the building blocks to accomplish your brand goals. For example, in order to hit a revenue goal, you have to have a customer take a certain action and purchase your products.

As you list out the customer actions your business requires, you may start to see barriers or blocks a visitor might experience between first encountering your brand and performing the action.

This is called friction, and friction often reduces the chance a person will actually do what you want them to do.

On today’s show I’ll be discussing a few examples of friction, how to reduce friction, and how to improve the experience to turn potential customers into paying customers.

Get Simple Before You Get Fancy

098: Get Simple Before You Get Fancy

Saturday, December 30, 2017 – 39 minutes

Ideas are worthless. The only thing that matters is actually doing something about those ideas. Taking action is the variable that counts.

Once you have an idea, you might start to work on it. You put in some work here and there, but realize after a while the scope of what you want to do is larger than you originally anticipated.

You start adding to your process, revamping what you have. You redesign, you scrap and start over, you lie awake at night because it’s simply not done.

Why does it seem to be such a long time between having an idea and actually putting it out there? Why does taking action become paralyzing so much of the time?

On today’s show we’re going to talk about getting your ideas off the ground and avoiding the feeling of paralysis when it comes to taking action.

The Importance of Spelling and Grammar in Your Copy

097: The Importance of Spelling and Grammar in Your Copy

Saturday, December 23, 2017 – 43 minutes

Your going to love todays episode.

Language is a fascinating topic, and along with language comes the conversation about spelling, grammar, and overall structure of your communication.

There has been an interesting observable trend over the last decade or so, a trend that has slowly diminished both the social requirement of good writing and increased the necessity of speed in our communication.

The results are apparent and incredibly interesting as you study the nature of how people connect on the internet. Typos are just part of the charm, right?

Not only this, but the internet has also connected people from all over the world, providing easy access and communication between peoples of multiple languages and cultures.

This means there are more people speaking more languages in more contexts. If you are writing copy in a language that’s not your first but is the language of your target audience, the pressure is higher than ever to get it right.

How you present yourself to the world influences how they see you, think about you, and feel about you. Today we’re going to talk about the role of spelling and grammar in your messaging, how much it matters in what contexts, and what to do if you’re writing in a language that isn’t your native language.

The Problem With Having Only One Source of Income

096: The Problem With Having Only One Source of Income

Saturday, December 9, 2017 – 41 minutes

A business relies on cash flow. In order for a business to survive, there has to be some source of income.

This can look like product sales, services, donations, investors, or other means of financing. The common denominator is that there is income coming in (see what I did there?).

The internet has brought about a lot of opportunities for businesses to thrive online, but it has challenges of its own. Hosting your business on someone else’s platform or building your income streams solely off of someone else’s business model is easy, but comes at a cost.

For example, many creators on YouTube have attempted to build businesses on the platform through ad revenue. A viewer sees an ad, the ad counts toward an impression, and the creator gets paid after a certain amount of impressions.

Yet over the last year, this type of monetization has become inconsistent at best. Creators blame the “adpocalypse” and that YouTube is to blame for their decrease in income from ad revenue. Is it really YouTube’s fault, though?

Today’s show will touch on the YouTube and platform controversies but we’ll also be talking about different ways to build toward having multiple sources of income, separating your various “income eggs” into different baskets, and keeping the future of your business in your own hands.

Invisible Details 95: What Video Games Taught Me About Branding

095: What Video Games Taught Me About Branding

Saturday, November 25, 2017 – 41 minutes

Today’s show is going to be a bit different. Today we’re talking about video games.

Video gaming can be a bit of a controversial topic here and there, but we’re not necessarily talking about the content of video games as much as some of the lessons we can learn from some of the philosophies applied to gaming.

Why do people buy games? Why is there such a huge investment by consumers into consoles, computers, games, and micro-transactions? What can we learn from a $100 billion industry about building brands, and how do we apply that?

On today’s show, we’ll talk about some of the lessons we’ve learned from the gaming industry, and we might just have a little fun along the way.

Invisible Details 94: Should I Be the Face of My Brand?

094: Should I Be the Face of My Brand?

Saturday, November 18, 2017 – 47 minutes

One of the first things we learn to do in life is to recognize faces. Some research suggests that babies are able to recognize their parents within only a few weeks of being born, and that it could only take a few months of repeated visits from friends or family to recognize them as well.

As we grow older and learn to study and memorize our surroundings, this process gets easier. We can instantly spot our friends from across a large room because we have learned to process what their face looks like into a specific response.

Instant recognition is one of the main reasons why companies take great care in their visual branding. They want consumers to immediately know what they’re looking at and the company it’s related to.

Without the luxury of massive scale like the larger companies, what can smaller businesses do to build recognition among their target audience? Is it better to be the front person and be the recognizable one, or have someone or something else the thing everyone remembers?

On today’s show, we’re going to talk about the recognizable features of your brand and how you can leverage a simple picture of yourself to make all the difference.

Invisible Details 93: Is It Possible to Have Multiple Target Audiences?

093: Is It Possible to Have Multiple Target Audiences?

Saturday, November 11, 2017 – 1 hour, 1 minutes

One of the questions we ask on this show most frequently is, “Who is it you’re trying to reach? Who do you want to help?”

Establishing who your target market is arguably required homework at the start of your brand. It defines your methodology, messaging, and focus. If you have no target, you have no direction.

Target audience can cover any number of factors, from varying demographics, business levels, industries, and deeply specific niches. Knowing who you’re trying to reach brings great clarity to everything you do.

But what if your business is not necessarily tied to a single target audience? What if you can actually reach multiple kinds of people with your products or services? What if you have several products and each of them work for a person in a completely different market?

In today’s show we’ll dive deeper into establishing a clear target audience, if it’s okay to have multiple target audiences, and how to evaluate how far your reach can go.

Invisible Details 92: How to Prevent the Endless Redesign

092: How to Prevent the Endless Redesign

Saturday, November 4, 2017 – 48 minutes

When it comes to the overall look and visual identity of your brand, it can be easy to fall into the trap of the endless redesign. Whether it’s been six months since your last logo update or the website you just can’t bring yourself to ship yet, redesigning can be paralyzing.

On the other hand, your visual identity may actually need an update or a refresh. It might have been a few years and the way your brand looks doesn’t necessarily match the way it’s naturally evolved over time.

Either way, if you’re basing the decision on your own subjective feelings about how everything looks, that may not be a good enough reason.

When does it truly make sense to update your brand’s visual identity? How do you know when the redesign is ready?

In this episode we talk about preventing the endless redesign cycle and how to plan and prepare for the longevity of your brand’s visual identity.

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Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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