A visual brand identity is about how your company looks and feels on social media.

On Instagram, a strong visual identity can help strengthen your brand message, make you look more professional, and even convert visitors to your profile into lifelong followers.

And the good news is that you don't have to break the bank to do this.

You can use some online tools to improve your visual branding on Instagram for free. Here's how:


  1. What is a visual brand identity and why is it important?
  2. Step 1: Define the unique values ​​of your brand
  3. Step 2: Create personas to bring your target audience to life
  4. Step 3: choose your brand colors
  5. Step 4: Find the perfect font for your brand
  6. Step 5: curate your Instagram feed aesthetics
  7. Step 6: create an application style guide
  8. Step 7: apply your new visual branding on Instagram

What is a visual brand identity and why is it important?

Many brands struggle to grapple with a visual brand identity, but it depends on how your company looks and feels with each social contribution you share.

A strong visual brand identity can give an instant impression of your brand's personality and values ​​without saying a single word.

It's an opportunity to share the history of your brand: fun and liveliness? Clean and minimalistic? Youthful and rebellious?

With the colors, fonts, and images you use, you can paint an image in seconds.

On a crowded and competitive platform like Instagram, the strength of your visual branding can make someone follow your profile and engage with your brand.

And you don't have to be a world-class designer to get started!

This step-by-step guide covers all the elements you need to build a strong visual brand identity on Instagram:

How to create a visual brand identity Step 1: Define your brand values

The first step in almost every design project is to define what you want to say and who you want to say it to.

This applies in particular to branding.

The better you understand your brand values, the easier it will be to create a strong visual identity that supports your brand's mission.

If you haven't yet specified your brand values, write down a list of adjectives for your brand and mark those that you think are most important to convey to an audience.

And if you're still drawing a blank, ask yourself what city or type of car your brand would be – and don't be afraid to be specific. This can often help visualize the personality of your brand more clearly, especially if you are wondering why you feel a particular association.

For example, a light green camper has very different properties than a red racing car. There are no right or wrong answers here. The real value is understanding what inspired your choice.

If you feel particularly creative, you can also create a branded mood board at this point. The types of images, colors, textures, and fonts you choose are designed to help you clarify your vision and get a better idea of ​​how it translates into visual communication.

Create an Instagram aesthetic: Pinterest Mood Board

There are a lot of different programs and apps that you can use to create mood boards for your brand Pinterest to InVision.

You can even use Later’s New Unsplash integration You can browse and select from thousands of free brand images to create a dynamic mood board that you can actually use.

Once you've found the perfect images for your brand, save them to your media library for future use!

You can find out how later can integrate these moodboard images into your Instagram feed Visual plannerand plan to release them later.

So while you are working on your branding, plan your future Instagram content too – it's a win-win situation!

Use later? log in and start browsing content now. Or register today to start planning, planning and posting on Instagram!

How to Create a Visual Brand Identity Step 2: Create Personas to Bring Your Audience to Life

The next part of your visual branding process is to define your target audience. This gives you a clear idea of ​​who you want to resonate with on Instagram.

And the more detailed you can be here, the better.

For example, if you know that your target audience is millennial women, you can also ask yourself what kind of music they listen to, what brands they buy from, what they do on a weekend, and what social concerns interest them.

If you create audience personalities in this way, it will be much easier for you to design branding that appeals to you on a website personally Level.

You may even have multiple target audience personalities for your brand, each with their own characteristics.

Once you have defined your brand values ​​and created your target audience personality (s), you should keep an eye on them when performing the design process.

Ask yourself two questions at each step:

  1. Does this reflect my brand values?
  2. Would my target group like this?

How to create a visual brand identity Step 3: Choose your brand colors

Now the real fun can begin!

There are endless possibilities when it comes to the color combinations you can choose for your brand, each with its own connotations.

Even different shades of the same color can have very different effects. For example, a soft pastel blue can be perceived as calming or youthful, while a rich navy blue is often associated with royalty, stability, and authority.

Even professional designers can spend hours thinking about colors, their mapping, and the way they can be combined to make a unique impression. So don't worry if you need a hot minute in this step to find the right one.

The good news is that there are a lot of helpful resources to point you in the right direction.

Colours.Cafe is an Instagram account that only publishes inspiration for color palettes. Each color code is listed to make the design process even easier:

View this post on Instagram

# colour440. Follow: @ colours.cafe. • HEX – C05858 • RGB – 192.88.88 • HSL – 0.45.2%, 54.9% • CMYK – • PANTONE -. • HEX – F7BCB5 • RGB – 247.188.181 • HSL –, 83.9% • CMYK – • PANTONE – 4033 C. • HEX – FBF2D7 • RGB – 251.242 .215 • HSL – 45.81.8%, 91.4% • CMYK – 0.4,14.2 • PANTONE -. • HEX – 00BACA • RGB – 0.186.202 • HSL – 184.8.100%, 39.6% • CMYK – • PANTONE -. • HEX – 005967 • RGB – 0.89.103 • HSL – 188.2.100%, 20.2% • CMYK – • PANTONE -. #color #colour #ui #colourscafe #colorscafe #colorpalette #colourpalette #brandidentity #uidesign #userinterface #characterdesign #ux #design #graphicdesign #dribbblers #dribbble #behance # inema4d #graphicdesigner #logodesinger #motiongraphics #illustration #calling #originalcharacter #digitaldrawing #digitalart

Posted by Colors / Colors Cafe (@ colours.cafe) on May 21, 2020 at 4:21 p.m. PDT

PANTONE is probably the leading color authority in the world and offers customized color advice. Even her Instagram feed can be a valuable source of inspiration:

Alternatively, you can draw color inspiration from the images selected in step 1, travel snapshots or even screenshots of Instagram feeds that resonate with your brand – there is inspiration everywhere!

TIP: Use the color picker tool in Instagram Stories to quickly select a specific color from an image in an Instagram feed and create a swatch (see above). You can then save this swatch on your camera roll and open it in a design app like over or Adobe Photoshop to determine the exact color codes.

visual brand identity

Would you like to learn more about the complex world of color theory? We teamed up with Matt Riley, Head of Brand at overto create a quick start guide Find your brand voice by design:

How to Create a Visual Brand Identity Step 4: Find the perfect font for your brand

Similar to your color palette, the fonts used on Instagram tell an instant story. So it's worth taking the time to find the right one for your brand.

There are many different categories of fonts, but at the simplest level, they can be divided into four main types:

  • Serif
  • Sans serif
  • Modern
  • display

If you're not sure where to start, look at the types of brands that each font group typically uses.

According to Matt from OverAs a rule, serif fonts stand for tradition, seriousness and discernment. See how Harper's BAZAAR uses her serif fonts in her Instagram profile:

View this post on Instagram

"What gives me hope is that each of us can find this way within ourselves. I hope that we will once again commit to solving these problems together and addressing them directly. I am very encouraged that we are having a direct conversation about race and racism in our country. This hasn't happened in a long time, so I'm optimistic. This is a painful moment, but I hope it is a moment of growth and productivity. "- @ repunderwood Ever ⁣ For the summer edition of BAZAAR, @everymomcount's founder and activist @cturlington speaks to five hopeful women – Olympic gold medalist Allyson Felix @ af85, US representative @repunderwood, public health expert @drleanawen, model @ashleygraham and New Gubernatorial Adjutant of the State of York @ melissadderosa – everyone has visions of what our new world should look like: fairer, fairer and safer for everyone – and completely different s than the one we leave behind. Read the full interviews at the link in our biography. The new edition will be available at the kiosk on July 7th. ⁣⁣ ⁣⁣ Photo by @ mario_sorrenti⁣⁣ Fashion Editor: @georgecortina

A post by Harper & # 39; s BAZAAR (@harpersbazaarus) on July 5, 2020 at 8:59 p.m. PDT

Sans serif fonts, on the other hand, signal modernity, objectivity and even innovation. Many social media channels like LinkedIn and Facebook I chose sans serif fonts. It is LaterAlso the font preference:

Modern fonts are usually perceived as strong and stylish, which is why they are a good choice for progressive brands like Hulu::

While display fonts are often viewed as friendly, expressive, and amusing. Disney iconic and playful typeface is a good example:

There's no denying that fonts are complex, and with so many different options, choosing the perfect font for your brand can feel like a huge undertaking.

Fortunately, there are plenty of resources on hand. Design apps like over and Canva Both have extensive libraries of pre-made templates with pre-made font pairs, while Instagram accounts like Welovebranding can be a great source of inspiration.

TIP: Always test the readability of a font on mobile devices before going live. Complicated or fine fonts are often difficult to decipher when reduced to a profile picture or one Instagram Stories Highlights Cover.

How to Create a Visual Brand Identity Step 5: Curate Your Instagram Feed Aesthetics

Once you've covered your colors and fonts, you can curate yours Instagram aesthetics to improve your visual branding.

Your top 9-12 Instagram posts are often the first content visitors to your profile will see.

From the type of images you choose to the filters and editing techniques you use, every little detail creates a stronger story that your audience can follow.

For example, The white company prefers clean, calming and neutral images in your feed and supports their minimal brand values ​​and target group:

The white company

Compared, Desigual uses bright color collisions in her posts that reflect her youthful, expressive, and rebellious ethos:


One of the best ways to develop your feed aesthetics is to use a free visual planning tool to experiment with different picture styles and compositions.

The later visual Instagram planner shows you exactly what your Instagram feed with your future posts will look like so that you can achieve the perfect grid.

You can easily rearrange or swap photos from your media library until you find the best composition for your feed.

Plus, you can now use Later's visual planner right from your phone! All you have to do is open the App Later, select preview and add media:

Are you ready to create the perfect Instagram aesthetic for your brand? Design, curate and plan your feed Later!

How to Create a Visual Brand Identity Step 6: Create an Application Style Guide

After you've set up all the key design elements, it's time to set the rules for the application.

For example, you may always want certain colors to be paired with one another, or one font to never be used in conjunction with another.

This is what designers call a style guide – and it does exactly what it promises. It is a reference for all design decisions, including your brand color palette, fonts, your logo, your photo style and your application notes.

visual brand identity

Extract from Later's Style Guide

Your style guide can take any form you think is right, although it often includes visual slides with several model examples. This can really help bring your visual branding to life and show how your design decisions work in practice.

How to Create a Visual Brand Identity Step 7: Apply Your New Visual Branding to Instagram!

Finally, it's time to put all your efforts into practice on your Instagram account!

Your Profile picture, Instagram Stories Highlights includesand the top 9-12 feed posts are all important visual opportunities in your account. It is therefore worthwhile to concentrate on updating them first.

Remember, your goal here is to get an instant picture of your brand's values, tone, and style.

You can even share a takeover with multiple post-grids to start your new visual identity The styled affair have started their updated branding here:

How to improve your visual branding on Instagram

At this point it is advisable to create a folder called "brand palette" in the camera roll of your phone. Here you can save all of your design assets such as your brand logo, colors and any symbols or images that you can use to build a visual identity on Instagram.

This folder is especially useful if you want to improve your Instagram Stories designs. With just a few taps, you can copy and paste your logos or mood board images to which you want to color match your stories.

TIP: Copy an image from your "Brand Palette" folder and paste it into the Instagram Stories Editor. You can use the color selection tool to determine the exact color match.

With your Instagram feeds, stories, and Instagram stories highlights, all branded coherently in your profile, you will soon find that the number of your followers and engagements increases as people start to recognize your brand.

And now you can take your visual branding to the next level.

New visitors to your profile will become followers much more often if they get a good first impression of what your brand is about. So there has never been a better time to improve your Instagram graphics!

Ready to start? Improve your Instagram strategy with Later – plan, plan and automatically post to your feed, free!

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Written by

Jillian Warren

Jillian is a content marketer at Later in the UK. She is a lover of London brunch spots and an avid listener to true crime podcasts. You can connect to her on Instagram @ jillwrren.


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