Building a Cohesive Instagram Aesthetic for Your Brand

Your Instagram aesthetic is the visual identity of your brand on the platform. It’s what sets you apart from other businesses and makes your feed instantly recognizable to your followers. A cohesive Instagram aesthetic is essential for building a strong brand presence and attracting new customers.

But what is a cohesive Instagram aesthetic, and how do you create one for your brand?

In this article, we’ll walk you through the step-by-step process of developing a consistent Instagram brand aesthetic, including:

Defining Your Brand Identity

The first step to developing a cohesive Instagram brand aesthetic is to define your brand identity. What are your brand values? What makes you unique? What kind of experience do you want your followers to have when they visit your feed?

Once you have a clear understanding of your brand identity, you can start to develop a visual identity that reflects those values.

Choosing A Color Palette

Color is one of the most important elements of any visual identity. It can evoke emotions, create associations, and make a statement about your brand.

When choosing a color palette for your Instagram aesthetic, it’s important to consider your brand identity and target audience. What colors do you want your brand to be associated with? What colors will appeal to your target audience?

Selecting A Photo Style

Your photo style is another important element of your Instagram aesthetic. It refers to the overall look and feel of your photos, including the composition, lighting, and editing.

There are many different photo styles to choose from, such as bright and airy, dark and moody, or minimalist and clean. When selecting a photo style, it’s important to consider your brand identity and target audience. What kind of photos will resonate with your audience?

Creating A Mood Board

A mood board is a great way to visualize your desired Instagram aesthetic. It’s a collection of images, colors, and textures that represent the look and feel you want to achieve.

To create a mood board, start by gathering images that inspire you. These can be photos from other Instagram accounts, fashion magazines, or even nature. Once you have a collection of images, arrange them on a board or in a digital collage.

Developing A Brand Style Guide

A brand style guide is a document that outlines your brand’s visual identity. It includes information on your brand colors, fonts, and typography, as well as your photo style.

Developing a brand style guide is essential for ensuring consistency across all of your marketing materials, including your Instagram feed.

Using Templates For Consistency

One of the best ways to achieve a cohesive Instagram aesthetic is to use templates for your posts. Templates can help you to create consistent grid layouts, use consistent filters, and add text and graphics to your photos.

There are many different Instagram template apps available, such as Canva, VSCO, and Adobe Spark.

Creating Authentic Content

Your Instagram content should be authentic and reflect your brand identity. Don’t try to be someone you’re not, or your followers will be able to tell.

Be yourself, share your passions, and let your personality shine through in your content.

Establishing A Consistent Posting Schedule

Posting consistently is essential for maintaining a strong Instagram presence. Aim to post at least once a day, but no more than three times a day.

You can use a scheduling tool like Later or Planoly to help you plan and schedule your posts in advance.

Crafting Captivating Captions

Your Instagram captions are just as important as your photos. They’re a great way to engage with your followers and tell your brand story.

Write captions that are informative, engaging, and relevant to your target audience. Be sure to include a call to action in each caption, such as asking your followers to like, comment, or share your post.


Utilizing Hashtags Strategically

Hashtags are a great way to get your Instagram posts seen by more people. When you use relevant hashtags, your posts will show up in the search results for those hashtags.

Do some research to find relevant hashtags for your niche and target audience. You can also use Instagram’s suggested hashtags feature to find new hashtags.


What is an Instagram aesthetic, and why is it important for a brand?

An Instagram aesthetic refers to the visual theme and style that a brand adopts on its Instagram profile. It is crucial for creating a consistent and visually appealing brand image, helping to attract and engage followers effectively.

How can I determine the right aesthetic for my brand?

Consider your brand identity, target audience, and industry. Choose a visual style that aligns with your brand personality and resonates with your target demographic. Experiment with different themes to see what resonates best.

Do I need professional photography for a cohesive Instagram aesthetic?

While professional photography can enhance your aesthetic, it’s not mandatory. High-quality, well-composed images captured with a smartphone can also contribute to a cohesive look. Consistency in filters, color schemes, and composition is key.


Building a cohesive Instagram aesthetic takes time and effort, but it’s worth it in the long run. A strong aesthetic can help you to attract new followers, build relationships with your audience, and promote your brand. So start planning your feed today and see what you can create!

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