Let’s shake it up a little.

We’ve been doing the deep, serious work, finding clarity around who you are, what you do, and why it matters. Today, we’ll lighten the load and play a bit. It’s all about loosening up. It’s creative. It’s intuitive. It’s fun.

You’re about to generate the language that forms the atmosphere of your brand. These words hold the energy, the tone, and the emotional quality that people pick up on instantly. They give shape to your presence. They bring feeling into form.

WHAT ARE KEYWORD ATTRIBUTES?

These are the words that define the feeling of your brand. They shape tone, voice, attitude, energy, and experience. You’ll use them later to check against any content or expression you put into the world. They’ll help you stay aligned with the essence of what you’re building.

But right now, don’t worry about that. Let’s keep this light.

This part is about letting your brain go soft and be open to exploration. Get into a loose and curious state. No overthinking. Just wordplay. You’re collecting words that feel connected to your work—emotionally, visually, energetically, stylistically. Don’t judge them. Just get them out. There are no wrong answers here. The important thing is that you DO NOT censor yourself.

Step One: Word Dump

Treat it as a game. Set a timer on your phone for 15 minutes.

Start saying words out loud or writing them down. Fast. Messy. Unfiltered.

Any word that comes to mind.

They might sound like:
calm, bold, palm tree, sacred, sharp, luminous, local, laughter, playful, visionary, slow, rooted, electric, coffee, intimate, blue, practical, mythic, soft, vivid

There’s no right list. Let yourself go off script. Keep going until the timer ends.

Step Two: Sort It

Now look at what you’ve got. Move the words around. Start grouping any that feel similar. Organize them loosely by tone or feeling. This is instinct work. You’ll start to notice which ones rise to the top.

Step Three: Consolidate and Cut

Within each group, choose the strongest word. Drop the duplicates. Eliminate anything that’s saying the same thing in a weaker way. The goal is to keep what’s essential and let the rest fall away.

Step Four: Choose Your Top 10–15

Once you’ve cleaned it up, narrow it down to 10–15 keywords. These should feel like a whole conversation. Together, they describe the full atmosphere of your brand. Every angle. Every feeling.

Then sort them in order.

Your top three words should say it all. When someone hears those three words, they should get a clear sense of who you are and what you offer.

That’s the heart of your brand. Right there.

WHY THIS MATTERS

These words become your internal compass. You’ll use them over and over.

• When you’re writing copy

• When you’re designing a page

• When you’re naming an offer

• When you’re making a social post

• When you're building a presentation

• When you're choosing images, textures, colors, typefaces

They help you stay consistent. They help you make choices quickly. They help collaborators get the vibe instantly.

When something feels off, it’s probably drifting away from this list. Come back to these words and realign.

What To Do With Them

Write your top 10–12 keywords somewhere visible. These are your brand’s language anchors. Use them. Speak them. Share them with your team. Put them on your wall.

And most importantly, test everything you create against them.
If it doesn’t reflect the energy these words carry, it’s not aligned.

Keep these sacred and sharp.

WEEKLY EXERCISE

Put your words to work. Create something simple like a social post, a flyer, or a headline. Keep your key words close while you're working.

Ask yourself: Does it talk, look, and feel like those words?

If something feels off, slow down and find out why. Make adjustments until it feels aligned. Keep practicing this with everything you create. Over time, consistency becomes second nature.

AROUND THE STUDIO

Music. Music. Music.

Lately, the music projects have been flowing. I just wrapped a video shoot with the group Salsa Steel and have been helping them dial in their promotions and social presence. It’s been a blast and I’m excited to share what we’ve been building together.

If you’ve got a music project that’s ready to grow, let’s talk. Book a free consultation here:
https://dustinbyerley.com/connect

SHARE THE JOURNEY

If someone in your life is navigating purpose, creativity, or building something meaningful—they're welcome here. Simply copy and paste the section below and text or email it to them. Thank you!

Curious about working together? Explore services, book a consult, or learn more at dustinbyerley.com.

Thank you for sharing this journey. See you next Monday!
Dustin Byerley

Explore more → dustinbyerley.com
IG: @dustin.byerley
Email: [email protected]

Authentic Alchemy Philosophy

A Framework for Becoming

Authentic Alchemy is a structured process for uncovering and expressing the core identity of any entity, whether a brand, business, leader, or individual. It emerged from the realization that the principles of brand science offer powerful tools for guiding any entity toward its highest expression.

Every entity holds innate value, though it’s often hidden by emotional patterning, inherited beliefs, and social pressures. These internal blocks can stifle genuine expression across personal, relational, and business contexts, masking the true value of your unique offering to the world. For those ready to explore meaningful self-discovery, Authentic Alchemy provides the clarity, structure, and tools necessary to uncover and clearly articulate this genuine identity.

Our core principle, Truth, realigns an entity into a state of homeostasis where it can begin to function with ease, embodying its vital character, unique perspectives, and genuine ways of being. Empathy deepens this connection by recognizing that expression is inherently relational. It attunes entities to how others experience their offer, ensuring the message is received clearly and resonates meaningfully. Together, truth and empathy create resonance, an undeniable frequency that naturally attracts alignment and connection. This resonance creates coherence, a natural alignment between identity and expression that fosters genuine magnetism.

Drawing from diverse frameworks, Authentic Alchemy also integrates tools and insights from ancient and esoteric traditions alongside proven brand science, broadening its impact into a holistic dimension. This approach marks a clear break from conventional methods that rely on superficial appeal or manipulation. When your innate value is aligned with truth and resonance, success becomes intrinsic and inevitable. Any distortion or inauthenticity disrupts this natural resonance, which is why the process must begin and remain rooted in truth.

The result? You become more than visible. You become inevitable. When you achieve this level of coherence, you naturally attract the right people, opportunities, and outcomes because you're operating from a place of effortless authority.

Authentic Alchemy connects core identity to how it is experienced in the world. It moves from self-discovery to full expression, translating essence into clear language, visuals, and presence. This is identity as signal, turning purpose into impact.