KEYWORDS
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Keywords capture how the brand should feel. They anchor tone, imagery, and copy decisions across every channel.
Reach for them when a call needs to be made — the closer to these words, the more on-brand the outcome.
Usage
Use the keywords as a sanity check for headlines, photography direction, and product copy. If work drifts from them, it drifts from the brand.
Do's
- Reference keywords in creative briefs and reviews.
- Prefer the exact keyword when a synonym would blur the meaning.
Don'ts
- Don't invent new keywords per campaign — the list is the list.
- Don't treat keywords as literal copy — they guide, they don't dictate.
Last modified onThu, 20. Feb 2025 10:43
