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How to create a holistic Instagram aesthetic


Do you want to use Instagram to solidify your brand identity? And are you wondering how to emerge through all the noise? One crucial element is to have a holistic aesthetic.

Instagram has been the platform known for its imagery and visual appeal. As it continues to evolve, so has everyone and every brands’ feeds. That isn’t a coincidence. According to Hootsuite, 81% of people use Instagram to research products and services. Thus, validating the importance Instagram has with supporting visual learners throughout their buying process.

Why are aesthetics more important than ever

Co-founder of CADA and our very own creative muse, Juliana Mejia, says,

“Aesthetics intelligence contributes joy and inspiration to our careers, our interpersonal relationships, and even our wellbeing. Machines do not supersede aesthetics because it requires human senses and evokes emotions not easily replicated. You want your audience to associate your marketing material with the personality of your organization. With the increasing demand for content, marketers now have to produce more creative projects.

One of the best ways for companies to stay relevant is to be open to change and adapt quickly. In fact, data from the Prophet Brand Relevance Index® (BRI) reveals that the revenue growth of the most relevant brands outperformed the S&P 500 average revenue growth by 230% and EBIT growth by 1,040% over the past 10 years.

As a company grows, so does the vision and brand. While rebranding may seem like a difficult task, it can also provide a growth opportunity for the company’s health. There has to be clear differentiation and a narrative that taps into business buyers’ emotions. Humanity must not be lost.”

How to create a holistic aesthetic

When creating a holistic aesthetic, you’ll want to remember these 4 steps:

1.Determine your brand purpose

By creating your page’s aesthetics, you are setting your brand up to make a good first impression, building your identity, and making it easier for your ideal client to recognize you. To start, think about your goals and the feels you’re trying to evoke. With CADA, Juliana wants to bring feelings of hope, beauty, inspiration, and growth.

Learn more about creating a powerful brand identity.

2. Find inspiration

There are times when our creativity doesn’t flow. It gets blocked, and we need inspiration from other people or other things in Juliana’s case. She says, “I’ve always been inspired by nature, art, music, and design. I love traveling (I spend more money on experiences than I do on things), and whenever I am out of town – I take my time to explore museums, parks, design shops, unique restaurants, or boutique hotels. Sometimes, I find inspiration in the sunset or a blooming flower in my backyard.”

Another way to find inspiration is by swiping through Pinterest or looking at other aligned brands. Some Instagram pages Juliana loves right now is:

  • @seed
  • @thenue_co
  • @takearecess
  • @themoonlists
  • @innermade
  • @evolvedbynature
  • @3rdritual
  • @lily_kwong

If your creativity is driven by data, try navigating tools like Google Analytics, Google Trends, or Pinterest Trends.

3. Have the right tools

Having your own images and videos is always great because you can assure that the vibe, theme, and colors will be on-brand. Another option is to curate creatives that reflect your brand identity. Canva, Unsplash, and Haute Stock have lots of stock images to choose from. You can add your brand’s flare to the stock images by “using Photoshop or Canva for Instagram posts and stories. Canva is so easy, and our whole team uses it. I also use apps like VSCO, Prequel, and Over.”

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4.Analyze what’s most fitting

How can brands find an aesthetic that fits them and their target audience? Juliana says, “Through analytics and ongoing market research, brands can tap into the data. What trends, type of content, and ultimately what kind of aesthetic your ideal customer is currently loving.”

The takeaway

Building a brand identity on Instagram takes patience and consistency. So, take time to plan intentional posts with on-brand imagery. Remember your goals and purpose every time you post something. And as important as aesthetics is, they wouldn’t be anything without their partner in crime — captions. So, don’t skip over them.

With so many brands now on Instagram, having your aesthetics on point is a must. Let us know how the tips above helped you. Or email for a free Instagram audit with the team to help you stand out from your competition.

The Purpose-Driven