Dimension Report — Josh Roush

Is your brand critically flat?

Most brands exist in only 1-2 dimensions—usually just visual identity and basic messaging. The brands that win exist across five dimensions simultaneously, creating cultural movements rather than just visual systems.

This assessment will reveal exactly where your brand is flat and where you're dimensional.

38/100

Average Brand Score

72+

Top 10% Threshold

15 min

Time to Complete

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DIMENSION 1 OF 5

Visual Dimension

Does your identity work across contexts or just on a screen?

1.1 Identity Flexibility: How does your visual identity perform across different applications?

0 points

Our logo only works at one size/color and breaks down in different contexts

2 points

Our logo works in a few contexts but has significant limitations

5 points

Our identity system is truly flexible—works in motion, spatial environments, merch, packaging, digital, and maintains integrity across all applications

1.2 Visual System Depth: Beyond your logo, how developed is your visual language?

0 points

We just have a logo and maybe some brand colors

2 points

We have a logo, colors, fonts, and some patterns/graphics

5 points

We have a complete visual system: logo, color palette, typography, iconography, photography style, illustration style, patterns, spatial design language, motion principles

1.3 Spatial Translation: Does your brand work in 3D/physical space, or just on flat screens?

0 points

We've never considered how our brand exists in physical space

2 points

We have some physical applications (merch, packaging) but they feel disconnected from our digital presence

5 points

Our brand seamlessly translates to physical environments—retail, events, packaging, merch, installations—and feels cohesive with our digital presence

1.4 Motion & Animation: How does your brand move?

0 points

Our brand is entirely static

2 points

We occasionally add motion to our logo or graphics but have no defined motion principles

5 points

We have defined motion principles that bring our brand to life—logo animations, UI transitions, video treatments, and the motion feels ownable to us

DIMENSION 2 OF 5

Cultural Dimension

Are you in the conversation or just making noise?

2.1 Cultural Positioning: Where do you sit in the cultural landscape?

0 points

We're positioned purely around product features/benefits with no cultural point of view

2 points

We reference culture but don't really participate in it or shape it

5 points

We have a clear cultural stance—we're part of specific movements, communities, or cultural shifts that go beyond our category

2.2 Content vs. Ads: What do you create?

0 points

We only make ads—content designed to sell our product

2 points

We create some content people might want to engage with, but it's clearly still about us

5 points

We create content, experiences, or IP that people seek out and share because it's genuinely valuable or entertaining—our brand is a content creator, not just an advertiser

2.3 Community Participation: Do you have a community or just customers?

0 points

We have no real community—people buy from us and that's it

2 points

We have a social media following but limited real engagement or community identity

5 points

We've built an active community with its own identity, rituals, and internal culture—people identify as part of our world, not just buyers of our product

2.4 Cultural Collaborations: Who do you partner with and why?

0 points

We don't do collaborations, or we only work with generic influencers

2 points

We do standard influencer/brand partnerships that feel transactional

5 points

We collaborate with artists, creators, brands, and cultural figures in ways that feel authentic and create something new—our partnerships are cultural events, not just marketing

DIMENSION 3 OF 5

Experiential Dimension

Do people interact with you or just see you?

3.1 Touchpoint Variety: How many ways can people experience your brand?

0 points

Our brand exists in 1-2 touchpoints (usually just website and social media)

2 points

We exist across 3-5 touchpoints but they feel disconnected

5 points

We exist across 6+ diverse touchpoints (physical retail, events, packaging, digital, merch, apps, IRL experiences) and they all feel interconnected

3.2 Interactivity Level: Are you something people DO or just something people SEE?

0 points

Our brand is purely passive—people see our ads and buy our product, that's it

2 points

We have some interactive elements (social media engagement, events) but they're not core to the brand experience

5 points

Interaction is central to our brand—we create experiences, tools, platforms, or spaces where people actively participate and the brand comes alive through participation

3.3 Physical Presence: Can people experience your brand IRL?

0 points

We're digital-only with no physical presence

2 points

We have physical products but no experiential presence (stores, events, installations)

5 points

We create memorable physical experiences—retail spaces, pop-ups, events, installations, or other IRL moments that people seek out and remember

3.4 Sensory Richness: How many senses does your brand engage?

0 points

We're purely visual—just logo, colors, imagery

2 points

We engage 2 senses (usually sight + one other)

5 points

We've designed a multi-sensory brand experience—sight, sound, touch, smell, taste where applicable (sonic identity, scent, texture, spatial design, product experience)

DIMENSION 4 OF 5

Emotional Dimension

Do you make people feel something or just inform them?

4.1 Emotional Range: What emotions does your brand evoke?

0 points

Our brand is emotionally flat—we inform but don't make people feel anything specific

2 points

We evoke one primary emotion (trust, excitement, etc.) but lack emotional depth

5 points

We evoke a rich emotional palette—people describe our brand with multiple feelings and emotional associations that go beyond the obvious

4.2 Personality Distinctiveness: If your brand were a person, would they be memorable?

0 points

Our brand voice and personality are generic/interchangeable with competitors

2 points

We have some personality traits but they're not that distinct or consistent

5 points

Our brand has a sharp, distinctive personality—specific tone of voice, point of view, quirks, and attitude that make us unmistakably US

4.3 Values Authenticity: Do you stand for something real?

0 points

We have corporate values on our website but they don't actually drive anything we do

2 points

We talk about values but don't consistently act on them in visible ways

5 points

We have clearly defined values that genuinely inform our decisions, partnerships, content, and actions—people believe us because we prove it

4.4 Human Connection: Do people connect with humans in your brand or just a corporate entity?

0 points

Our brand is faceless—no visible people, just corporate messaging

2 points

We occasionally feature people (customers, employees) but it feels like stock imagery

5 points

Real humans are central to our brand—founders, employees, community members are visible and authentic, creating genuine human-to-human connection

DIMENSION 5 OF 5

Narrative Dimension

Do you tell a story or just list features?

5.1 Origin Story: Why do you exist?

0 points

We don't have a clear origin story, or it's generic ("saw a gap in the market")

2 points

We have an origin story but it's not that compelling or unique

5 points

We have a powerful origin story that explains our reason for being—it's specific, authentic, and makes people understand why we HAD to exist

5.2 Narrative Continuity: Does your story evolve or just repeat?

0 points

We have no ongoing narrative—each piece of communication is disconnected

2 points

We have consistent messaging but no sense of progression or evolving story

5 points

Our brand has a living, evolving narrative—chapters, campaigns that build on each other, a story that unfolds over time and invites people to follow the journey

5.3 Mythology & Lore: Do you have brand stories people retell?

0 points

There's nothing memorable or repeatable about our brand story

2 points

We have some brand stories but they're not widely known or shared

5 points

We've built brand mythology—stories, moments, or legends that people in our community know and retell (product origin stories, founder moments, brand rituals, inside references)

5.4 Larger Purpose: What's your brand's role in the bigger picture?

0 points

We exist to make/sell products—no larger purpose articulated

2 points

We talk about purpose but it feels like marketing speak, not genuine mission

5 points

We have a clear, authentic larger purpose beyond profit—we're trying to change something, shift something, or contribute to something bigger than ourselves, and people believe it

Brand Dimensionality Score

Visual

/ 20

Cultural

/ 20

Experiential

/ 20

Emotional

/ 20

Narrative

/ 20

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Brand Dimensionality Assessment

Is your brand critically flat?

Your Information

Visual Dimension

Cultural Dimension

Experiential Dimension

Emotional Dimension

Narrative Dimension

Ready to Build a Multi-Dimensional Brand?