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.

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.

Befriending the Audience You Don’t Know

091: Befriending the Audience You Don’t Know

Saturday, October 21, 2017 – 1 hour, 10 minutes

A new alert appears on your screen. You have a new subscriber! You get that warm fuzzy feeling as you click into their contact profile.

They’ve put in their first name so you know what to call them, and there’s even a little avatar that was pulled in from their social media. They’re an actual person, someone who was interested enough to sign up and follow you.

You’re excited. There seems to be some growth happening.

Then things seem to plateau. You’re still getting subscribers, but people are dropping off. That steep upwards curve you once had seems to be leveling off, and there’s no apparent reason why.

Self-doubt starts to creep in. Was it something you said or did? Are you no longer relevant? Are you actually helping the people you want to help?

There’s really only one way to find out what’s happening with your audience growth, and that’s by getting good old-fashioned data. There are plenty of ways to get data, but certainly the most rewarding is through relationships. On today’s show we’ll be getting practical on how to interact with your audience so you can get the right kind of data to help the people you want to help.

090: Your Website Isn’t About You (Or Is It?)

Saturday, October 14, 2017 – 39 minutes

Having a website in this day and age is nearly non-optional, as more and more people get connected around the world and are searching for solutions to their problems.

While the internet may seem oversaturated with offerings, products, websites, social media accounts, and services, it is still the primary way that most people get their information.

If someone is interested in you or your business, they’re going to search for you on the internet, and you need to be ready for that moment.

This of course raises the important question: what should be on your website?

While we aren’t going to be talking specifically about web design or how to develop a website, it is important to understand some of the philosophies of website strategy and content.

In today’s show we’ll be talking about some of the fundamental principles of an effective website, how to position your content around your target customer, and why your website isn’t really about you, even though it is.

089: A Conversation About Free Products

Saturday, October 7, 2017 – 37 minutes

Last week Kyle and I were in Austin, Texas for seanwes conference 2017. Because we were traveling and putting on the conference, we didn’t get a chance to record an episode together, but there was a conversation we had recently that we wanted to share.

Giving things away for free is a great way to attract new leads. It opens up reciprocity, of course, but it also allows you to truly give someone value.

Whether the content is freely available and shareable on your website or if it’s a lead magnet someone has to give their email address for, it’s never a bad idea to give.

Our conversation today is about a different sort of method when it comes to giving products away for free. It’s not necessarily a solution, but it’s an idea worth exploring.

How to Stay Focused When You Sell Multiple Things

088: How to Stay Focused When You Sell Multiple Things

Saturday, September 30, 2017 – 53 minutes

Whether you’re in business to sell products or services, at some point you’ll need to decide what exactly you’ll be selling. Not only that, but as you grow you’ll need to decide what happens if you want sell more than one thing.

If you do decide to start creating more things to sell, it can be easy to lose focus on the bigger picture, which is understandable because you want to sell the best version possible.

Fragmentation starts to creep in, and while you’re busy making sure your new thing gets off the ground well, everything else just sits to the side, not being taken care of.

Knowing how to assign priority and where each new product or service fits can make or break the “structural integrity” of your business.

In today’s show, we’ll be talking about the importance of having multiple offerings or products and how to stay focused on what you’re doing when there are many things fighting for your attention.

Using "Who You Know" To Your Brand's Advantage

087: Using “Who You Know” To Your Brand’s Advantage

Saturday, September 16, 2017 – 54 minutes

You’ve probably heard the saying, “It’s not what you know, it’s who you know.” It’s a nice sentiment, but like most platitudes, it lacks any sense of practicality.

Not only that, but the phrase “it’s who you know” might imply that you’re only getting to know people in order to gain something from them, which is remarkably disingenuous.

How then is it “who we know”? Do you just try and find the biggest names possible and try to become friends so you can get a favor later on?

Spoiler: no.

Relationships vital to the success of your brand, not only the ones on the inside but also the outside connections you have. How you build your brand usually comes as a result of the people who help you.

In today’s show, we’ll be talking about the importance of building relationships inside and outside of your brand, and how to leverage the relationships you already have.

9 Simple Questions to Ask When Starting Your Brand

086: 9 Simple Questions to Ask When Starting Your Brand

Saturday, September 2, 2017 – 33 minutes

You have an idea.

It might sound crazy, but you believe that with hard work and dedication, your idea can be successful. Maybe you’ve been building this idea for years, but it’s time to finally get serious.

Whether you are just starting out as a brand or have been building your brand for many years, it is always important to know where you’re from and where you’re going. Asking specific questions will help to lay the building blocks that will help you define your brand.

Getting started can sound complex and intimidating. Surely you have to have everything completely figured out before starting, right?

A brand is the culmination of a lot of things, certainly, but it starts from simplicity. A simple idea with a simple vision.

In today’s episode I’ll be taking a look into some of the simple questions to ask as you’re getting started, or if you’re looking for deeper clarity as you go forward.

Can You Be Confident Without Looking Arrogant?

085: Can You Be Confident Without Looking Arrogant?

Saturday, August 26, 2017 – 60 minutes

Building a company, product, business, or organization requires a lot of knowledge, hard work, and determination. You have to be sure that what you’re building matters and that you’re doing the right thing.

When you believe you’re doing the right thing, you assume a level of confidence that you need to have to push forward. You believe in your brand, and you are sure that you are right as you proceed.

Confidence, as you may have heard, is key when you’re a leader. You know how to move forward, how to ask questions, how to direct your brand in the way it needs to move. You’re sure of yourself, your goals, and your methods.

Yet…is that arrogant? Is it arrogant to believe you have the right solution, that your work is quality, and that you have the solution for your customers? What is the difference between looking confident and arrogant?

In today’s show, we’ll be talking about looking confident without coming across as arrogant, and how to uphold yourself and your brand in ways that attract people rather than repel them.

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Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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