Ever heard about the brand that walked into a bar? They ordered a strong identity with a twist of creativity and a dash of consistency. The bartender, being the social media buff that they are, served it up on Instagram, with a garnish of hashtags and a splash of engagement. And guess what? That brand became the life of the digital party!
Okay, okay, maybe that wasn’t the best punchline, but building a strong brand identity on Instagram is no joke. The digital landscape of today doesn’t leave space for brands that are unsure of who they are, their audience and the message they want to promote. Standing out requires more than just a pretty picture and punchy caption.
Strategy is key!
To get you on the right track we have summarised our top recommendations for building your brand's Instagram identity.
Defining Your Brand’s Personality
Before you go headfirst into creating content, you need to consider your identity:
Who are you? What do you want to say? How do you want to say it? Who do you want to say it to?
These questions are crucial when defining your brand’s identity, serving as the foundational building blocks on which your entire brand will be built. Turning these core elements into a living, breathing brand identity and personality, requires a strategic approach. Infusing traits, values and a unique voice into your online presence, creating an authentic and relatable brand.
Are you friendly and playful?
Bold and energetic?
Educational and wholesome?
If you have already taken the time to develop a marketing strategy, ensure you use this as the foundation for your Instagram brand personality. Check back and keep it at the top of your mind before you start pushing out content, as customers pick up on inconsistencies. Value consistency over quantity.
Once you have defined your brand's personality let the content creation begin!
Strong Profile
Your Instagram profile is your digital persona and the first impression you make on potential followers and customers. To stand out crafting a strong Instagram profile is paramount.
A profile picture is your digital welcome mat, so choose it wisely! Opt for something branded and easily recognisable, tying in with your other digital and in-venue spaces.
The dreaded bio... A 150-character elevator pitch. You may think it’s a lot but let me tell you it surely isn’t. This is where you introduce your brand and provide the essential information a customer will need to explore further. Be concise and creative, whilst keeping in mind Instagram’s SEO. Including keywords is important, if you are a restaurant, alcohol brand or hotel, be sure to add them to your bio. You don’t want to be that profile that doesn’t provide enough information.
Don’t forget to add all your business info because you want your potential and already existing customers to take action. Add our best form of contact, email, phone number or both, plus your website and any other relevant links. Instagram allows up to 5 links, if you need more look at using a third-party site (Linktree or Campsite.bio to name a few) to make your customer journey seamless.
Visual Aesthetics
Instagram is a virtual art gallery where your brand’s visuals need to stand out if you want your brand to be recognised and remembered. Your visual aesthetics need to pop, catching the eye of every scroller. Think of your feed as your brand’s catwalk – strut your stuff with confidence.
Take the time to develop a consistent visual theme – CONSISTANCY IS KEY! Use your brand's personality to guide your feed development. Whether you need to create a mood board or plan your feed in advance, make sure you are true to your brand's look, feel and identity.
While authenticity is key don’t be afraid of using more styled elements to tie back to your branding and other touchpoints.
Content Strategy
Now that you have your visual aesthetic down pat, you have to actually figure out what you are going to post. Creating content isn't just about slapping pretty pictures together and calling it a day. It's about telling a story. Think of your content strategy as the ultimate plot twist—you want your followers on the edge of their seats, eagerly waiting for the next chapter.
Mix it up with showcasing your product, behind-the-scenes sneak peeks, and user-generated content. Remember, variety spices things up, and keeps your audience engaged! Serve up content that's as addictive as a binge-worthy TV series. With a compelling content strategy, your brand will be the talk of the town, leaving your followers hungry for more!
Authentic Storytelling
It’s time to spill the tea on authentic storytelling, we're here to dish out the real deal. Your brand's story should be as authentic as your grandma's secret recipe—none of that store-bought stuff here!
Share the real journey of your brand—the challenges, triumphs, and everything in between. Your story should resonate with your audience on a human level, creating a connection that goes beyond a simple transaction. You want to be real with your customers, so copy and paste from ChatGPT won’t cut it! They will see right through it... so showcase your brand's authentic side to build trust and loyalty among your followers.
Engaging With Your Audience
Building a strong brand identity on Instagram isn't just about posting great content, it's also about engaging with your audience. After all, social media is a two-way street, and the best brands are those that build meaningful connections with their followers.
Make it a priority to respond to comments, messages, and tags promptly. Show your followers that you value their input and appreciate their support. Encourage conversation by asking questions, running polls, or hosting Q&A sessions.
Developing a brand community guideline is important as each customer will receive the same tone of voice that is true to your brand... once again consistency is key.
The more you engage with your audience, the more invested they'll become in your brand.
I don’t know about you, but when faced with the dilemma of choosing between two great-looking restaurants, I rely on Instagram to pick for me. In today's digital age, Instagram has become more than just a platform for sharing photos, it's a tool for discovering new brands and products. By building a strong brand identity on Instagram, you not only stand out in a crowded marketplace but also become a trusted brand for your audience.
It takes time and many hours to create a strong brand identity on Instagram. Be patient and consistent. Don't be jumping onto every trend and bandwagon you see!
Now get out there and create your brand's perfect Instagram. Remember to serve up authenticity, creativity, and engagement, with a dash of strategic approach and personality. Your brand will captivate audiences and leave a lasting impression.
