Instagram is a great tool for companies to showcase the personality of a brand. Its strength lies in its weakness. With its picture-centric focus, its appeal lies in the fact that its a wonderful platform for users to well… look at great pictures.
If a picture tells a thousand words, well then on Insta, a few picture posts is all that’s required to tell the story of a brand.
The secret to building a successful brand identity on Instagram lies in 4 simple words, “Stick To Being Consistent”.
STICK TO CONSISTENT BRAND CONTENT
How do we know that Billabong is a surf brand? You just need to take a look at their Instagram page to find out. You’ll see post after post of gorgeous surf action.
What about Under Armour? No question about the fact that they are a leading sports brand. Just take a look at all their posts of fit UA athletes in action.
Check out the drool-inducing food porn on Carl’s Jr insta feed.
These brands know what their brand is all about and their Instagram content reflects that.
STICK TO CONSISTENT BRAND VISUALS
Beyond sticking to one consistent style of content, you should also try to stick to a certain recognisable style in your visuals. Take a look at Pottery Barn’s insta posts. Sure, they are all about furniture but you can see a definite style to their posts. The lighting in the shots, that warm inviting, homely feel. That’s a consistent brand visual.
STICK TO A CONSISTENT BRAND VOICE
This is a mistake we see all the time. They know that they need to pay attention to the image but they drop the ball when it comes to the brand voice in the messaging. Does your Insta brand voice match your brand image?
Again, looking at Carl’s Jr, the brand has a clever, irreverent vibe to it. And their brand voice on Insta matches that perfectly as these few posts demonstrate.
A post shared by Carl’s Jr. (@carlsjr) on
STICK TO CONSISTENT FONTS
Some brands like using text in their Insta posts. This can be a great signature style and can help to establish brand identity. If you want to employ this strategy, make sure you use a consistent font in your posts.
One great example of this can be seen in the Insta feed of Headspace , the meditation app. Not only do the posts have a signature style, they use a consistent font throughout.
STICK TO A CONSISTENT COLOUR SCHEME
Colour can be a great tool to build a recognisable brand identity. This consistency helps viewers to easily identify the company and can even help to convey the good vibes associated with the brand. No prizes for guessing what’s Oreo’s . Doesn’t that vibrant blue just convey fun?
STICK TO CONSISTENT HASHTAGS
What’s an Insta post without a hashtag? A bad one!
Pick a unique and recognisable hashtag and then stick to it throughout your campaign. Over time, your hashtags can be a useful tool to convey your brand story. A good example of how to use a distinctive and recognisable hashtag can be seen from Billabong in these posts where they use the hashtag #lifesb̶e̶t̶te̶r̶i̶n̶b̶o̶a̶r̶d̶shorts̶
A post shared by Billabong (@billabong) on
And that’s how you #LearnToBeAMarketingGuru!
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