Conservatism doesn’t need to be portrayed as “compassionate conservatism”. It’s compassionate by nature. It gives people hope and a reason to be optimistic for their future. It fosters individualism, achievement and success. It tells people that everyone can achieve through their merits.
Liberalism is the opposite. It tells people that they can not achieve success on their own. They aren’t capable based on their own merits. It tells them without a huge all powerful government you are facing doom and gloom. No hope, no optimism.