Meet the Framework That Sets Us Apart: Explorers, Compass, Journey, and Landmarks
Introduction: Your Brand Doesn’t Need More Noise—It Needs a Map
Let’s get real: most small business marketing falls flat because it’s missing one thing—story.
It’s not that you’re not working hard enough. It’s not that your product isn’t good enough. It’s that your brand feels like a collection of disconnected pieces: a video here, a social post there, a website that sort of works. But no central message. No emotional thread. No clarity.
That’s where the StoryMap Framework comes in.
This four-part system is how we help brands find their voice, align their marketing, and create content that actually moves people. We don’t just make stuff. We help you tell your story—with Explorers, Compass, Journey, and Landmarks leading the way.
What Is the StoryMap Framework?
The StoryMap Framework is a storytelling-first method for strategic marketing. It’s how we uncover what matters most, define a clear message, and create content that resonates.
Each of our projects—whether it’s a video, a website, or a full brand overhaul—starts with this framework:
Explorers – Who the story is about
Compass – Why the story matters
Journey – What happens along the way
Landmarks – Where and how the story unfolds
This system allows us to turn chaos into clarity and content into connection. It gives small businesses without marketing teams a blueprint to work smarter, not harder.
Let’s break down each part.
Part 1: Explorers — The People That Drive the Story
Every story starts with a character—and for your brand, we focus on three distinct roles:
🧭 The Caption (Heart)
This is the main character of the story—the person at the emotional center. In most brand stories, that’s your customer. The one on a mission, facing a challenge, and seeking transformation.
🧑🏫 The Guide (Helper)
That’s you. You’ve seen this road before. Your job is to equip, support, and empower the Caption to reach their destination. This is where trust is built.
🧠 The Experts (Voices of Credibility)
These are the supportive characters—your team, testimonials, or industry pros. They provide context, proof, and confidence. They validate your process and your promise.
When we define these roles clearly, your messaging becomes sharper. Your content shifts from being “about you” to being for someone—with you in the right role as the guide.
Real Example:
Instead of:
“We’re a full-service marketing agency.”
Try:
“You’re building something great—you just need the right guide to help you clarify your message and get noticed. That’s where we come in.”
💡 Want to explore this further? Check out: “Explorers: The People That Make Your Brand Story Work.”
Part 2: Compass — What Guides the Story
The Compass defines the emotional direction of your brand. It’s your messaging foundation—and we don’t just pick random adjectives.
At StoryMap, we guide clients through five key prompts to define five Compass Keywords that drive every piece of content and design:
Inspiration – What higher purpose do you stand for?
Different – What makes your brand uniquely positioned?
Audience – What do your clients care about most?
Feeling – How do you want people to feel when they engage with your brand?
Action/Impact – What do you want them to do (external messaging) or how do you want your team to show up(internal branding)?
Whether you're creating a video, a landing page, or a headshot, these keywords ensure everything feels aligned and intentional. You sound like you—everywhere.
Example:
Let’s say your Compass Words are:
Clarity. Warmth. Momentum. Creativity. Confidence.
Everything from your email tone to your homepage visuals should reflect these ideas.
💡 Dive deeper in our follow-up post: “Compass: The Five Words That Guide Every Story We Tell.”
Part 3: Journey — How the Story Unfolds
This is the plot—what happens in the story, and how your Caption (customer) transforms.
We structure the Journey in six distinct phases that map across any project we create:
Hook – What grabs your audience’s attention?
Conflict – What problem are they facing?
Initiation – What calls them into action or change?
Journey – What happens along the way—wins, wilds, and wipeouts?
Resolution – What success or transformation occurs?
Jab – What subtle nudge keeps the story alive after it ends?
This framework helps ensure your content isn’t just informative—it’s compelling. It invites people into a story that they see themselves in.
Example:
Instead of:
“Our headshots are high-quality and professional.”
Try:
“You’re more than just a title—and your headshot should reflect that. Our sessions guide you to look confident and approachable, even if you hate being on camera.”
💡 We unpack each phase in our blog: “Journey: The Six Steps to a Story That Connects.”
Part 4: Landmarks — What Grounds the Story in Reality
Every story needs a setting. That’s what Landmarks are—the situations, objects, times, and environments that make your story real and relatable.
We identify four types of Landmarks:
Situations – Is this a moment of success? Struggle? A turning point?
Objects – What physical items symbolize transformation or meaning?
Time – When does the story take place—day, night, season, stage of life?
Environment – Where does the action happen—office, outdoors, home?
Landmarks help your story live in the real world. They give texture and credibility to your messaging. Whether we’re shooting a film or designing your homepage, we use visual and contextual cues to help people feel the story, not just read or watch it.
Example:
Instead of showing a generic office scene, we might film a business owner locking up their shop at dusk—Landmark elements of time, environment, and object (keys, door) help reinforce the story’s emotion and truth.
💡 Don’t miss: “Landmarks: The Situations and Settings That Make Stories Stick.”
Why We Use This Framework on Every Project
From day one, this framework is built into everything we do.
🎯 In Brand Strategy:
We define Compass Words and clarify who your Explorer is before we write a word of copy.
🎥 In Video Production:
We storyboard the full Journey and gather Landmark visuals that bring it to life.
📸 In Photography:
We style shoots that reinforce your Compass and reveal your authentic self.
💻 In Website Design and Funnels:
We build pages that walk the customer through the Explorer’s Journey—ending with clear CTAs.
This isn’t theoretical. It’s practical, strategic, and battle-tested.
Who This Framework Is For
✅ You run a small business and don’t have a marketing team
✅ Your content feels scattered and inconsistent
✅ You want to build trust and connection—not just push sales
✅ You’re tired of reinventing the wheel every time you create content
This framework was built for you.
You don’t need more ideas. You need a system that connects the dots.
Let’s Map It Out Together
Brand storytelling isn’t just a marketing trend—it’s your most powerful tool for growth, especially when time and budget are tight.
The StoryMap Framework gives you structure without stifling your voice. It brings consistency to your messaging, clarity to your purpose, and confidence to your content.
If you’re ready to bring your story to life—with visuals, strategy, and a brand that actually connects—let’s talk.
👉 Explore Brand Camp: Our hands-on workshop that kicks off every major proje
