The second step when using Instagram for your business is to identify your brand. You need to first understand what your business is and what you want to achieve. Which, you should have already figured out. The first post in this series talks about goal setting. Based on your goals, you determined who you were going to target. But now you’re going to shift slightly and figure out what you want your brand to look like. This will set the tone of your business, so make sure it’s something that you truly want.
Because we are talking about Instagram as a marketing tool, you should first assess what your Instagram account looks like? Is it an extension of the rest of your business, or does it look completely different? It shouldn’t. If it does, now is the time to change it. Think of some big name brands out there. Take Starbucks for example. Their Instagram account includes pictures of their products. Mostly drinks. Always with the Starbucks logo on the cup. This tells viewers what the brand is and who they are. Regardless of the size of your business, a potential follower should be able to look at your Instagram account and immediately get an idea of who you are what your business is.
This includes your Instagram handle and bio. First of all, you want your handle to be something related to your business. Maybe a little kitschy. But not too kitschy. I was at a baby shower over the weekend, and the discussion centered on food, mostly. There were some people at the shower with food allergies, so the discussion quickly became where the cake came from. It happened to be from a local bakery that specializes in allergies. The point I’m getting at is I was able to look up their Instagram account just by knowing the name of their business. It wasn’t too kitschy. But it’s also consistent. Which is also important. Further, their Instagram account shows their products. You can clearly see what kinds of products they make. It’s not necessarily apparent from the images that they specialize in allergy products, but that information is also easy to locate.
When it comes to your bio, again, you want it to reflect your business and your brand. Is it accurate? And is it consistent across other platforms? Do you say one thing on Twitter and something completely different on Instagram? But what’s more important than that, is whether or not the bio explains what your brand is? It has to be succinct. Going back to this bakery example – their bio is very succinct. It mentions the allergies that they cater to. It’s all right there and very easily identifiable. Which makes my life easier as a consumer. Especially if I’m using Instagram to search. I just have to type in a few key phrases and from there I should be able to identify what you do, and therefore determine if I want to use your service. Or buy your product.
From a consumer perspective, we want things to be easy. We don’t want to take too much time to search for things or try to figure something out. As consumers, we are kind of lazy. We want what we want when we want it. Which is why it’s important to make things as consistent and easy to find as possible. While this might seem like a lot of extra work, it’s not. You really just need to understand what your business is. And then build a consistent brand and voice. Know what you want to convey to your customers and let your products and services speak for themselves.