How to Define Your Brand Keywords (Compass Words That Guide Your Messaging)
Introduction: Your Message Feels Off—Here’s Why
If you're a small business owner trying to market yourself, chances are you've had this thought:
“None of this sounds like me.”
You’re not alone.
Most small brands struggle with consistency—not because they lack ideas, but because they lack clarity. One day you're fun and casual, the next you're trying to sound corporate. Your emails feel disconnected from your website, and your videos don’t quite match your brand vibe.
That disconnect doesn’t just confuse you—it confuses your audience.
The fix? Define your Compass.
At StoryMap Creative, every brand journey begins by identifying five Compass Words that guide tone, emotion, and direction across every platform.
These aren't fluff words—they’re the emotional GPS for your messaging.
What Are Compass Words?
Compass Words are your brand keywords—short, powerful terms that describe:
How you want your brand to feel
What makes you different
What you want people to do after they engage with you
The emotional experience of working with you
These words act as a filter for every message, video, photo, web page, and post you create.
When chosen well, Compass Words:
Bring consistency to your tone and visuals
Reinforce your core values
Help new team members speak in your brand voice
Build brand trust and recognition
They become the “why” behind everything you say.
Why Small Businesses Need This More Than Anyone
If you don’t have a marketing department or brand strategist on staff, the clarity Compass Words provide is priceless.
They give you a shortcut to alignment. You stop overthinking every post. You don’t waste time chasing trends that don’t fit. You focus on what’s true to your brand.
Without Compass Words, you risk defaulting to generic messaging:
“We care about our customers.”
“We’re passionate about what we do.”
“We provide great service.”
That’s not a message—it’s a shrug.
With Compass Words, your brand gets a voice. A perspective. A tone that people remember.
How We Define Compass Words at StoryMap Creative
We don’t just throw adjectives at a whiteboard. We use a strategic five-prompt system that helps us choose five unique and intentional keywords for each brand.
Each word answers one key question:
🧭 1. Inspiration – What bigger purpose drives your brand?
This is about why your business exists beyond profit. What lights a fire in you? What belief or idea fuels the work you do?
Examples: Empowerment. Discovery. Justice. Growth. Freedom.
🪞 2. Different – What makes your brand distinct?
This is your edge. What sets you apart in your market or industry? What do people get from you that they don’t get anywhere else?
Examples: Precision. Boldness. Playfulness. Calm. Relational.
🧠 3. Audience – What does your customer care about most?
Think about your Explorer (customer). What do they value? What kind of energy or tone do they respond to?
Examples: Clarity. Encouragement. Simplicity. Confidence. Trust.
❤️ 4. Feeling – How should people feel after interacting with you?
This is the emotional aftertaste of your brand. It shapes your tone of voice and visual identity.
Examples: Inspired. Safe. Energized. Grounded. Seen.
🛠️ 5. Action / Impact – What do you want them to do or how do you want to show up?
If you’re building messaging for external use, think about action: what do you want people to do?
If you're building it internally, think about impact: how do you want your team to show up in the world?
Examples: Take initiative. Reach out. Speak up. Grow. Reflect.
Compass Word Examples in Action
Let’s walk through two real-world-style examples of how these keywords shape a brand’s voice.
📷 Brand Example: Mobile Headshot Studio
Inspiration – Empowerment
Different – Approachability
Audience – Confidence
Feeling – Uplifted
Action – Show up
🗣️ Messaging Example:
“You’re more than a LinkedIn profile. Our headshots help you show up with confidence—wherever your journey leads.”
🎨 Visuals:
Bright natural light, warm tones, direct eye contact, soft backgrounds
🎥 Video Direction:
Smiling clients, behind-the-scenes encouragement, on-location scenes showing approachability
🛠️ Brand Example: Local Construction Company
Inspiration – Legacy
Different – Reliability
Audience – Clarity
Feeling – Secure
Impact – Follow through
🗣️ Messaging Example:
“We don’t just build buildings—we build trust. With us, your project stays on track and done right.”
🎨 Visuals:
Dusty boots, steady hands, clear blueprints, site walk-throughs
🎥 Video Direction:
Generational storylines, client testimonials, work-in-progress shots with structure and order
Where to Use Your Compass Words
Once defined, these words should touch every part of your brand:
✅ Website copy (headlines, about page, product descriptions)
✅ Social media (captions, hashtags, video tone)
✅ Photography and design (color choices, shoot style, layout)
✅ Video scripts (narrative voice, pacing, emotional tone)
✅ Internal onboarding or culture decks (employee alignment)
Think of your Compass Words as a brand rulebook. If a piece of content doesn’t reflect them, it doesn’t go live.
How to Choose Your Brand Keywords (DIY Style)
If you're ready to clarify your voice and message, here’s a simplified version of our Compass-building process that follows the five keyword prompts we use at StoryMap.
Grab a notepad or open a fresh doc. Let’s go:
🔹 Step 1: Brainstorm Using These Five Prompts
Set a timer for 10 minutes and reflect on each of the following. For every prompt, write down as many single words as you can. Don’t filter yourself—this is about exploration.
1. Inspiration
What types of stories or missions light a fire in you?
Think about the bigger purpose behind what you do.
Keywords might sound like: Freedom, Empowerment, Restoration, Discovery, Growth
2. Different
What makes your perspective or approach unique?
What do clients say sets you apart? What do you lean into as your creative edge?
Keywords might sound like: Bold, Meticulous, Approachable, Visionary, Grounded
3. Audience
Who do you love working with?
Describe your ideal client or customer in one word.
Keywords might sound like: Driven, Curious, Kind, Honest, Ambitious
4. Feeling
What should someone feel after engaging with your brand?
What emotional residue do you want to leave behind?
Keywords might sound like: Confident, Encouraged, Inspired, Safe, Energized
5. Action / Impact
What outcome do you want to drive?
If this is external, think: What should your audience do?
If this is internal, think: How do you want your team to show up?
Keywords might sound like: Take Action, Lead, Reflect, Collaborate, Grow
🔹 Step 2: Look for Patterns
Circle any words that show up more than once, or ones that feel emotionally charged. You’re looking for themes that reflect your brand identity.
🔹 Step 3: Choose One Word Per Prompt
Select one keyword for each of the five prompts:
One for Inspiration
One for Different
One for Audience
One for Feeling
One for Action / Impact
Together, these five words become your brand compass. Read them out loud. Do they feel like they belong together? Do they tell a story?
🔹 Step 4: Sense-Check and Apply
Before you finalize them, ask yourself:
✅ Do these words feel like us—right now?
✅ Can I see them showing up across our content?
✅ Will they help us make creative decisions faster and with more confidence?
If yes—you’ve found your Compass.
Now, you can use these five words to guide tone, direction, and storytelling across every platform.
Mistakes to Avoid When Defining Brand Keywords
🚫 Picking generic words
“Professional. Innovative. Passionate.” Yawn. These words are expected and overused.
🚫 Choosing what you want to be, not what you are
Don’t pick “bold” if you’re actually calm and measured. Your Compass should reflect your real brand, not an aspirational version.
🚫 Using too many words
Five words is plenty. More than that dilutes your direction and makes execution harder.
🚫 Treating this like a one-time exercise
Your Compass should evolve—but it’s also a commitment. Revisit it quarterly. Test it against real content.
What Happens After You Define Your Compass
Once we help a client define their Compass Words, the lightbulbs come on.
Suddenly:
Brand voice becomes consistent
Creative decisions are easier
Videos have a tone that matches the mission
The website feels like the brand, not just explains it
Content creation becomes more purposeful—and faster
Most importantly: customers feel it.
They recognize your tone. They trust your vibe. They connect with your message.
That’s when branding becomes more than visuals. It becomes identity.
Ready to Define Yours?
At StoryMap Creative, every video, website, and story we build starts by helping our clients find their Compass.
It’s not just a branding exercise—it’s the foundation for every move you make. From one-person startups to growing teams, this tool helps you show up with purpose.
👉 Interested in building your Compass with us?
Let’s talk. Our Brand Camp workshop is the first step we take with every client before designing or filming anything.
Book a discovery call today and let’s get your story pointed in the right direction.
