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After you have an understanding of your brand’s voice, it’s time to work on your brand's look. Although most people consider the logo to be the main element of a brand, you need to consider a lot more. In the context of Instagram, your content, not the logo, is usually the focal point of your profile. However, your logo makes a good starting point upon which to base other elements.

A logo is a distinctive symbol that the public can easily identify as part of your brand. Think of some of the brands you see regularly, such as Target, Apple, and Starbucks. One look at their logo and you instantly know which company is represented.

Logos can be designed in a variety of ways:

 As an object that's easily associated with the product or service, such as the smoking wine bottle from Smoking Gun Wines (see Figure 3-1, left).

 As an abstract symbol that isn’t obviously related with the product or service, such as the symbol that the Marketing Specialist uses with the company name (see Figure 3-1, center).

 As a wordmark logo, in which the name of the business is the logo set in a consistent font and color, such as the Jenn's Trends logo (see Figure 3-1, right).

FIGURE 3-1: These logo types illustrate an easily associated product or service (left), an abstract symbol (center), and a wordmark logo (right).

The company's color palette, brand voice, values and, of course, brand name should all be integrated with the logo. A professional graphic designer can work with you to select colors, advise on fonts that enhance your brand voice, and assist in drawing or selecting visual objects to represent your brand. A graphic designer is also familiar with the different file types necessary for print versus online and should provide the logo in several formats for different uses. We recommend that you use a professional for this instead of creating a logo on your own.

After your logo is created, you’ll likely have one or two colors established with your brand. Next, develop a fuller color palette of complementary colors that you can use in your marketing content. Remember to consider your brand voice when selecting these colors. Most colors illicit a mood (for example, blue is calming and red can mean anger), so do some research or have your graphic designer help create a full color palette when he or she develops your logo.

Next, focus on creating a consistent style for your images. Choices for your images can vary by using the following:

 Photography, illustrations, videos, or any combination thereof: In Figure 3-2, left, @kailochic uses photography exclusively as its Instagram style. In Figure 3-2, center, @ahrynscott uses video as its style.

 Text overlays on all, some, or no images: In Figure 3-2, right, @mollymarshallmarketing uses text overlays on many of her images.© Kara Whitten (left), Ahryn Scott (middle), and Molly Marshall Marketing (right)FIGURE 3-2: Instagram business accounts often showcase one image style, such as photography (left), videos (middle), or text overlays on images (right).

 Only certain colors: @laurabriedis.design uses purple and green as the dominant colors in all the images chosen for her Instagram style, as you can see in Figure 3-3, left.

 Only certain subject matter: In Figure 3-3, right, @bruce_the_office_cat features one cat hanging around the office as the main subject in all its images.

© Laura Briedis (left), ©Graphics and More (right)

FIGURE 3-3: Instagram business accounts often stick to a color scheme (left), or one subject matter (right).

By setting your business goals, assembling your team (even if that team is just you), determining your brand voice, and envisioning your look, you've provided a good foundation. Now you're ready to start thinking about your posts. Read on to find out how to find post ideas.