You hear people talk about their Instagram brand, but creating yours can be harder than it looks. There’s a lot to think about when it comes to a brand. From colors to editing styles to captions, pinning down your personal brand is way more work than most people expect. Thankfully, the experts are here to help. Read on to find out how to create an Instagram brand that reflects your individual personality. 

Instagram Brand Building Step 1: Decide What You Want Your Effect to Be

When creating your Instagram brand, the first thing you should think about is how you want someone to feel when they come away from your page. When somebody first follows you, what overall impression do you want them to have? You could go for effortlessly cool styles, or for a more bubbly, fun experience. Your Instagram brand is ultimately about the image you present to others. How do you want to be perceived? Take a moment and jot some a few words you envision your Instagram brand embodying in a notebook. Then use those words and get planning. 

Instagram Brand Building Step 2: Think About Your Content Style 

What works well for one kind of account doesn’t always apply to others. Especially if you’ve got an account that revolves around imaging in some fashion, whether it’s a modeling account or an art account, you want your unique style to stand out, but you also want it to make coherent sense with your content. There are a lot of tools you can use to maximize your output, but if your brand is inconsistent with your content, followers will be easily confused. 

If you’ve got a beauty blog focused on reviewing products, for instance, it might not make sense to have a brand that is focused on extra-cool, aloof styles. So before you zero yourself in on one style because you saw somebody else pull it off well, think about how you want your brand to reflect on your content. 

Let’s look at an example. Ashley of @best.dressed started her Youtube and Instagram account to show how attainable thrifting actually is with an informal, low-key editing style. Her Instagram reflects the friendly tone she uses to talk to her followers, and she embraces humor even in her Instagram posts. 

She uses warm tones and confident poses, which makes her seem extremely down to earth and a generally good time to be around. That’s all reflected perfectly on her Instagram page. 

Instagram Brand Building Step 3: Choose Your Color Palette

This is perhaps the most fun part, because it comes with tools besides. With exciting tools like Canva, you can literally designate a color palette for your Instagram brand. This isn’t a strictly necessary step, but we definitely encourage you to at least give a little thought to the kind of colors you want throughout your brand. Do you want to display muted or bright ones? Black-and-white or pastels? Even if you don’t actually designate an Instagram brand kit, it’s worth thinking about the kind of front you’ll be presenting. Also think about the kinds of content you’ll be posting – an Instagram that focuses on rural life is going to have a different colorscape than one showing off urban landscapes.

Canva Instagram brand kit

Instagram Brand Building Step 4: Pin Down Your Editing Style 

Here’s a secret: most people’s signature Instagram brand doesn’t actually happen on Instagram. Instead it happens in Lightroom, Snapseed, Videoshop, and more. Filters are fun, but the kind of customization third-party apps offer simply can’t be beat. To really pin down your brand style, download your Instagram photo editor of choice and play around until you find a setting you really like. If you have the option, save it as a preset and watch your brand come alive.

Instagram Brand Building Step 5: Update Your Bio 

Your bio is the first thing people see when they look at your Instagram profile, so making sure it fits in with your Instagram brand is crucial. Don’t forget to list who you are and what you do along with any current projects you’re working on. If you’ve got the space, here’s where to let your personality shine, too. Add a line or two that shows off what you’re really about. Check out how Jaymee Sire, a TV travel host’s, bio expands to show more than just her work. She’s a “Bubbles and Cheese” lover, too. (Same, Jamie. Same.) And her Instagram definitely shows off that love!

Instagram Brand Building Step 6: Pick the Perfect Profile Picture

Your Instagram brand doesn’t end with your bio, however. Your profile picture is also part of it. Make sure your profile pic reflects your personality and what people can expect on your profile. It doesn’t have to be a picture of your real face (although it can be!), but it should definitely feel like your profile picture is a seamless part of your entire profile. Read more about creating a great Instagram profile picture here.

Instagram Brand Building Step 7: Use Highlights & Highlight Covers


Instagram story highlights are a great way for new followers to get a preview of the kind of content they can expect from you. So if you’re not already using them, you definitely should be! If you’ve got a newer account, consider doing some introductory stories and adding them to your highlights. But if you’ve got an existing account, go through your stories and add the ones you want. Make some fantastic covers for them, and use those as an opening to your brand. 

Look at these amazing highlight covers from food account @junk.food – they’re simple, but alluring enough you immediately want to click on them to feast your eyes. The simple emojis let you know what you’re in for while adding personality.

Instagram Brand Building Step 8: Don’t Be Afraid to Rebrand 

A brand – even an Instagram brand – isn’t forever. If Instagram itself can do it, so can you! Changing up your Instagram brand is totally acceptable as long as you take it slow and make it an easy transition for your followers. Nobody likes to be overwhelmed with change, but chances are changing up your color scheme isn’t going to make or break your follower count. Your personality changes and grows, and so does your brand. Make an announcement before changing everything up and you’re good to go. 

An Instagram Brand Is An Extension Of You

When you’re thinking about your Instagram brand, don’t get too zeroed in on it being a brand. Instead focus on it as an extension of your own unique personality. Don’t think about what colors and styles are popular, but rather which ones you see as truly reflecting you. 

Once you’ve decided on your brand, use tools like Canva, Lightroom, and Videoshop to give your content a personal, unique style. Don’t forget to update your bio and your profile picture – these are the first points of contact for new followers! Also consider using story highlights as a taste of your unique style. 

And remember, an Instagram brand isn’t set in stone. The point of a brand isn’t to trap you into one style forever. It’s to make your page easier to follow for people who are new to it. You can always change your Instagram brand if you’re not happy with it. The world of Instagram is full of possibilities – your brand included.