A MODERN BRAND OPERATING SYSTEM.
ENGINEERED FOR A CHAOTIC WORLD.

 

The 16 Brand Paradigms™ were designed to reveal the hidden blueprint of your brand, unlocking clarity for how it shows up, behaves, communicates, and most importantly, connects with consumers. Mapped across the Four Core Dimensions, each of the Paradigms represent a distinct profile that offers valuable insights into every facet of brand experience.

Explore the 16 Paradigms below:

 
 
 

  • Vibrant · Logical · Disruptive · Sensory

    Bold, brainy, and future-forward, the Inventive Brand builds through experimentation and big thinking. It’s always searching for what’s next and finding unexpected ways to make it real.

    Traits: Clever, confident, to-the-point
    Think: Rivian, Dyson

  • Vibrant · Logical · Disruptive · Conceptual

    Strategic and idea-driven, the Visionary Brand thrives on innovation with a deeper meaning. It’s not just about what’s new; it’s about what could be.

    Traits: Visionary, articulate, catalytic
    Think: Fast Company, OpenAI

  • Vibrant · Logical · Harmonizing · Sensory

    Confident and grounded, the Authoritative Brand commands attention through clarity and competence. It leads by example, not volume.

    Traits: Professional, trustworthy, strategic
    Think: The New York Times, Microsoft

  • Vibrant · Logical · Harmonizing · Conceptual

    Intentional and perceptive, the Strategic Brand brings structure to ambition. It solves problems with long-term clarity and concept-first thinking.

    Traits: Considered, methodical, articulate
    Think: McKinsey & Co, Asana

  • Vibrant · Emotional · Disruptive · Sensory

    Energetic, witty, and unmistakable, the Expressive Brand is magnetic and high-impact. It channels emotion into moments that turn heads and stir reactions.

    Traits: Charismatic, hype-driven, trend-savvy
    Think: Red Bull, MTV

  • Vibrant · Emotional · Disruptive · Conceptual

    Inventive and emotionally attuned, the Imaginative Brand tells stories that spark connection. It’s expressive, boundary-pushing, and always full of wonder.

    Traits: Uplifting, visionary, heart-forward
    Think: Nike, Disney

  • Vibrant · Emotional · Harmonizing · Sensory

    Open, generous, and rooted in experience, the Inviting Brand builds connection through warmth and authenticity. It makes people feel welcome and seen.

    Traits: Approachable, inclusive, sincere
    Think: Starbucks, IKEA

  • Vibrant · Emotional · Harmonizing · Conceptual

    Thoughtful and layered, the Narrative Brand makes meaning through message. It doesn’t just speak; it resonates with coherence and care.

    Traits: Artful, emotional, layered
    Think: Patagonia, Pixar

  • Reserved · Logical · Disruptive · Conceptual

    Disciplined and focused, the Refining Brand believes better is built, not shouted. It strips away the excess to reveal what really matters.

    Traits: Elegant, quiet, efficient
    Think: Muji, Bose

  • Reserved · Logical · Disruptive · Conceptual

    Exacting and deliberate, the Precision Brand operates with high standards and clear logic. It’s built on performance and thoughtful design.

    Traits: Rational, exacting, insightful
    Think: Intel, Stripe

  • Reserved · Logical · Harmonizing · Sensory

    Orderly and pragmatic, the Methodical Brand builds trust through consistency and attention to detail. It’s made to last, not chase attention.

    Traits: Calm, sturdy, organized
    Think: Toyota, Rolex

  • Reserved · Logical · Harmonizing · Conceptual

    Curious and systematic, the Analytical Brand turns insight into strategy. It brings logic and structure to complex, often unseen, challenges.

    Traits: Smart, detail-oriented, no-frills
    Think: Bloomberg, Oracle

  • Reserved · Emotional · Disruptive · Sensory

    Quietly bold, the Crafted Brand uses texture, materiality, and restraint to express its values. Emotion is embedded in every element.

    Traits: Textural, honest, soulful
    Think: Patagonia, Supreme

  • Reserved · Emotional · Disruptive · Conceptual

    Elastic and unconventional, the Experimental Brand blends deep feeling with untamed ideas. It’s expressive in ways that often break category rules.

    Traits: Provocative, raw, expressive
    Think: Glossier, Lush

  • Reserved · Emotional · Harmonizing · Sensory

    Timeless and grounded, the Rooted Brand finds strength in tradition, craft, and care. It connects through values made visible.

    Traits: Elegant, timeless, grounded
    Think: Hermès, Leica

  • Reserved · Emotional · Harmonizing · Conceptual

    Mission-led and sincere, the Purposeful Brand aligns every choice with a deeper belief. It seeks to move hearts and drive lasting change.

    Traits: Soft-spoken, sincere, meaningful
    Think: TOMS, National Geographic

 

When brands understand and leverage their Paradigm, they are equipped to make smarter, more consistent decisions that build brand value, and drive impact where it matters most: in the minds (and hearts) of consumers.

The 16 Brand Paradigms™ cuts through the noise, giving you a clear, confident lens for:

  • Sharpening your messaging

  • Building brand loyalty

  • Aligning your team

  • Making smarter creative and business decisions

  • Attracting the right customers—and keeping them

 
 

Ready to unlock your paradigm?

Take the free assessment to discover your brand’s Paradigm. It’s fast, insightful, and delivers a custom profile with high-level takeaways—and a clear starting point for showing up with more consistency and confidence.