Building an Instagram brand : case Atriumpiha

The aim of the thesis was to strengthen the brand of the atriumpiha account on Instagram. Atriumpiha is a building-themed Instagram account that focuses on the stages and plans of building author’s future home. Thesis is studying branding on Instagram especially from the perspective of content marketing and personal branding. In my work, I explore how a personal brand can be grown and what things affect this. As a case study, I used my own Instagram account, where I put my research work into practice with case studies. The theoretical basis were collected from several different sources. Initially, the brand as a whole was examined, as well as its most essential components, brand identity, brand image, and visual identity. The data collection method used was a survey, the benchmarking study and own observations. The online survey targeted social media influencers. In addition to the background questions, factors related to content production, collaboration and key channel indicators were investigated from the influencers. The benchmarking study compared five different Instagram user accounts in the home and interior design related topic and formed an understanding of the ways in which content can be created on Instagram. In this context, efficient ways of content production were also studied and analysed. The main findings in this study gave the case company a solid base of brand growth and clear benefits of content marketing. Planning is the basis of everything and the influencer must spend time on the thorough implementation of the plan, after which the work can be systematically started to grow towards a more significant target audience. In principle, followers always follow accounts from which they can see a direct benefit for themselves. The work and research results are intended for influencers and those interested in doing commercial collaboration in Instagram