• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies

Brand archetypes: How to build an authentic visual style on Instagram

by Hannah Robbins
August 30, 2017
in Agencies
0 0
0
Brand archetypes: How to build an authentic visual style on Instagram
Share on FacebookShare on Twitter

Brand archetypes used to be expressed through packaging, communications and websites. But the touchpoints for brands are increasing; through visual social media such as Instagram, businesses are finding that they need new ways to keep their brands engaging and consistent to have a strong and distinctive personality.

Using archetypes is one of the strongest methods of building your brand’s personality, but visualising this through Instagram content can be difficult as people can see your brand aesthetic at a glance. If it is even slightly fragmented, they are inclined to find your brand personality inauthentic. But some brands are totally owning their Instagram archetypes, expressing their distinct voice in culture and building an authentic visual style.

Missguided – The Lover/Jester

The sassy but sexy, provocative stance from Missguided gives its Instagram a strong Jester personality, with photos that are easily shared and passed on. The brand then combines this humorous take with bright, bold visuals of in-your-face placards and sensuous, intimate beauty shots to show off their Lover side.
 By creating shareable content that users want to ‘regram’ and share with others, brands can extend their reach far beyond the remit of their follower count.

The National Trust – The Explorer/Sage

The symmetrical, curated visuals of The National Trust clearly displays its Sage archetype, whilst the more adventurous, outdoor shots play to its Explorer side. Thoughtful and considered, the balanced beauty in The National Trust’s posts never becomes inaccessible and always invites followers to explore with it.
 Brands with an intelligent side should use Instagram as a way of including people in the conversation rather than excluding them.

Nike – The Hero/Ruler

The inherent power and control in Nike’s visuals makes the brand a strong Ruler, with photos that convey the strength of every athlete. The celebration of hard work and success make Nike a clear hero, with successes and failures shared in equal measure; designed to inspire belief and commitment amongst the casual follower. Increasingly, people are looking to Instagram for inspiration and motivation, especially in the fitness space. 
Brands can play a strong role here by telling a story of success through their visuals.

Rifle Paper Company – The Creator/Innocent

The sweet playfulness of this stationery company’s Instagram feed shows off its Innocent side, with an optimistic, child-like wonder. But it also shows off its Creator credentials, with imaginative, creative photos that play to followers that want to be inspired and visually stimulated.
 People are now looking beyond being shown the latest products from their favourite brands, they are seeking creative inspiration and stimulus from the accounts they choose to follow.

All of these brands have a strong visual presence on Instagram that is driven by archetype personality rather than product placement. People are increasingly looking to Instagram, and by extension the brands that use the tool, for visual inspiration and stimulation in all aspects of their life.
The brands with the most followers on Instagram are those that are able to build a strong visual style, build a strong connection to their archetype and keep their followers interested and surprised with new and innovative content.

Hannah Robbins is part of the Kantar Added Value cultural insight team in the UK.

Image: Rifle Paper Company tattoo

Tags: authentic stylebrand archetypescultural insightsHannah RobbinsInstagramNikesocial mediavisual style

Hannah Robbins

Hannah Robbins, Project Executive, Kantar Added Value.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
The future is now

The future is now

July 1, 2025
Commercial radio: Spiced and flavourful

Commercial radio: Spiced and flavourful

July 1, 2025
Generation green: The youth’s eco impact

Generation green: The youth’s eco impact

July 1, 2025
Awards Wrap: Winners from the SAFTA Awards, Bookmark Awards finalists announced

Awards Wrap: MediaMix 360 and the IEC win Bronze Polaris Award, Veuve Clicquot Bold Woman Award finalists announced, Rachel Irvine honoured on UK top 40 PR power list

July 1, 2025

Recent News

The future is now

The future is now

July 1, 2025
Commercial radio: Spiced and flavourful

Commercial radio: Spiced and flavourful

July 1, 2025
Generation green: The youth’s eco impact

Generation green: The youth’s eco impact

July 1, 2025
Awards Wrap: Winners from the SAFTA Awards, Bookmark Awards finalists announced

Awards Wrap: MediaMix 360 and the IEC win Bronze Polaris Award, Veuve Clicquot Bold Woman Award finalists announced, Rachel Irvine honoured on UK top 40 PR power list

July 1, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?