Welcome to ID Branding. We’re a full-service branding agency in Portland, Oregon. Our philosophy of Brand Culture is based on anthropological insights combined with a new understanding of how consumers are using brands today. If you’re tired of hearing the same exact words from every agency, maybe you should talk to us.

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Give Them Something to Believe In: The Value of Brand Culture

A brand, therefore, is essentially a meaning-making system which generates and embodies a sustainable set of values which are embraced by its target audience. The real question people are asking of a brand is, what do you stand for? In the best-case scenario, the answer to this question compels people to want to join that brand’s culture.

We’ve written a white paper—the first in a series of two—that explains what a Brand Culture is. (The second paper will explain how to build a Brand Culture.) Interested in reading it?

Download Our White Paper:

"Give Them Something to Believe In: The Value of Brand Culture.”

Listen to the Podcast:

Dennis Hahn, CEO of ID Branding, is interviewed by "The Advertising Show" on the topic of Brand Culture.



OUR PHILOSOPHY OF BRAND CULTURE

We’ve been studying the marketing field, the best current practices, and the latest theories of branding to understand where this field of ours is going and what our clients need from us that they can’t get from just anyone. Our insights, together with our most recent client experiences, have led us to develop a new model of branding based on a concept we’re calling Brand Culture.

Our understanding of Brand Culture has been deeply influenced by the latest anthropological studies of branding. Brand Culture replaces the current model of the external brand image. This new theory recognizes that people no longer merely consume products and services. Instead, people seek out brands which embody their own values, and adopt these brands as part of the statement of who they are and what they stand for.

Brands are part of the rich mix of symbols, which includes music, art, careers, religions and philosophies, which people use in the creation of the self.

If you read our white paper, you’ll see that in traditional societies people acquire their worldview, their values, and their definition of self from the culture in which they are raised. Today, in the post-modern post-industrial world, people draw meaning from many different sources to create their own worldview, value system, and sense of self. Anthropologists describe brands as one of those sources.