Chances are, you want to create an engaging Instagram page that resonates with your audience. After all, first impressions matter. But you must also match your website and Instagram aesthetics for a cohesive brand identity.
Popular companies like Nike, Google, and Tesla use consistent visuals across all platforms. This social media marketing strategy increases brand recall while fostering credibility. At the same time, it ensures a seamless transition between channels, creating a sense of familiarity and trust.
Next, choose a theme that reflects your Instagram aesthetic. Also, add content that matches the tone and style of the posts you share on social media.
Here’s how to get started with creating a cohesive brand identity.
Why Consistency Is Crucial to Successful Branding
In a 2021 survey, nearly 70% of leaders said brand consistency increased their company’s revenue by 10% to 20% or higher.
One explanation is that maintaining a consistent brand across platforms helps build recognition and familiarity. Simply put, it makes your business more memorable and fosters lasting relationships with customers, which can result in higher revenue.
Inconsistent branding, on the other hand, can confuse consumers and create mistrust. It also weakens your message, leading to wasted marketing efforts.
Given these aspects, make sure the way you present your brand on Instagram and other social networks matches what’s on your site.
For instance, you’ll want to use the same colors, fonts, and tone of voice across all platforms. Also, opt for similar buttons, icons, and symbols, whether you’re posting on your site or Instagram page.
A good example is Oatly. Its witty tone of voice and unique images are consistent across all touchpoints, from social media to product packaging. Check out any of its Instagram posts, and you’ll instantly recognize the brand’s distinct style.
How to Match Your Website and Instagram Aesthetics
Use the following tactics to match your website and Instagram aesthetics for a cohesive brand identity. If you don’t have a site yet, use a website builder to create one.
#1 Create a Brand Style Guide
First things first, establish comprehensive brand guidelines for all teams and departments. These should cover the company’s mission, values, and other key aspects, including:
● Logo usage,
● Color palette,
● Tone of voice,
● Typography,
● Unique selling proposition,
● Preferred language and vocabulary,
● Words and phrases to avoid,
● Photography and iconography guidelines,
● Common terminology.
For example, choose up to four colors for your website, social media posts, and marketing materials. These should match the hues of your logo.
Be clear about logo usage, too. Select a preferred file format, size, spacing, and placement for each platform.
The brand style guide is a living document, so you’ll have to constantly review and refine it. Ideally, use a digital format for easy access. Share it with your team, business partners, and any freelancers or agencies you work with.
#2 Choose a Signature Color
Having a signature color can boost brand recall by around 80%. For instance, McDonald’s red and yellow color scheme is instantly recognizable. The same goes for the color palette used by IKEA, Subway, Facebook, Harrods, and other top brands.
With that in mind, select a color that represents your brand and what it stands for. Then use it on your website, social media pages, business cards, and other mediums.
Say you run an online clothing store. At some point, you decide to start selling on Instagram, too.
One thing you should do is use your signature color in all product photos, regardless of the platform. For instance, Oatly’s white and blue colors are consistent across channels, keeping the brand top of mind among customers.
#3 Shoot and Edit Your Photos the Same Way
Generally, it’s a good idea to share different photos on your site and social media pagesfor a cohesive brand identity. This variety can drive engagement while providing added value to your audience. Plus, each social network has different image requirements.
For brand consistency, shoot and edit your photos the same way. Use similar lighting, filters, and visual effects to ensure consumers can easily recognize your style.
Let’s assume you have a successful dropshipping business and sell jewelry online. If you normally share lifestyle product shots on your site, then you should do the same on Instagram.
Take example from Skagen, a Danish jewelry brand. Its product photos have a similar vibe, layout, and color palette across all platforms. When most customers see a Skagen necklace on Instagram, they can easily tell where it comes from.
#4 Craft Content Templates
Having a style guide doesn’t ensure brand consistency. Mistakes can happen, especially when you’re posting on multiple platforms or working with several teams.
One solution is to use content templates for Instagram and other social networks. This practice can make it easier to organize your feed and achieve design consistency.
To get started, register with Canva, Freepik, Wepik, or VistaCreate. These platforms feature fully customizable templates for Reels, Stories, and feed posts.
Decide how often you want to post on Instagram, and then pick one or two templates for each type of content. Add your brand’s logo, colors, and marketing messages—and apply the same filter (or very similar filters) to all your photos.
#5 Aim for Consistent Typography
Stick to two or three typefaces on your website and Instagram page. Be clear about when to use each and how they relate to your brand.
For example, Marchton is a serif typeface with a fun, playful vibe, which makes it ideal for brands that appeal to children or young people. It’s a good choice for memes, quotes, banners, and online posters.
If, say, you’re promoting an event, use Marchton to create banners for your site and social media pages. Be consistent with the font size, line height, letter spacing, and text alignment.
So, it’s okay to create three or four banners in different sizes. But make sure they all use the same typeface and other related elements.
#6 Pay Attention to the Small Details
The buttons and other visual elements on your site should match those used on social media.
For example, Apple’s website features sleek, minimalist buttons and icons with subtle gradients. The brand also uses a lot of white space, clean lines, and smooth animations to highlight its products. These elements look pretty much the same on Apple’s Instagram page, creating a cohesive appearance.
A good strategy is to get your design and marketing teams to work together. Review your website and Instagram page every few weeks to make sure everything looks right. Meanwhile, collect feedback from customers and use analytics tools to identify areas for improvement.
Last but not least, plan your feed ahead of time. Coordinate it with the content published on your site to achieve a unified aesthetic.
Create a Brand That Stays Top of Mind
Achieving brand consistency takes time and ongoing effort. If you’re a startup, you first need to develop your brand’s voice—and refine it as your business evolves. That’s why it’s crucial to constantly update your style guide and conduct regular audits.
Begin by choosing a color palette, a photography style, and two or three typefaces. Also, look for content templates that match your brand’s visual identity. Go one step further and select one or two preset filters for your Instagram posts.
Once you have these things in place, create an editorial calendar for your site and social media pages. Follow the style guide to craft branded content that stays top of mind, regardless of where it appears online.
FAQs
1. Why Is a Cohesive Brand Identity Important?
A cohesive brand identity helps build recognition and trust among consumers. Consistent visuals and messaging across platforms enhance brand recall and create lasting relationships, ultimately driving revenue growth.
2. How Often Should I Update My Brand Style Guide?
Your brand style guide should be a living document. Review and update it regularly to reflect any changes in your brand’s direction, target audience, or market trends.
