Creating an On-Brand Instagram Grid

So, you’ve decided Instagram is one of your platforms of choice (and an excellent choice it is too!). Now you are faced not only with content creation and planning, but also deciding how your grid will look. Pop that overwhelm to one side, let’s chat.

You may feel that it doesn’t matter what your grid looks like because your individual posts will be what appears in the feed. What you’re forgetting is that the point of these posts will be to drive that viewer over to your profile to check you and your business out and hopefully take the next step down that beautiful path of becoming a customer.

Your grid is the virtual shop front to your business, and you have less than a second to make an impression. Sounds like a tall order, right? Well, fear not – with a little bit of planning and a few ground rules in place, you’ll be gridding like a boss in no time.

The What

Let’s start with what your grid needs to do in that precious first impression space:

Show your wares

Whether you are a product or service based business, your grid needs to let the viewer know quickly what you are about. They need to know at a glance if you sell an all organic body scrub or pet insurance. Let them know they are in the right place for something they need or want.

Give the right vibe

I’ve discussed before how I’m a big fan of niching, and you’ll see most successful businesses are really clear on who they want to work with. You need to be sure the overall feel of your grid is appealing to the people you want in your audience. Are you for rebellious, boss women who are here to make changes or eco-conscious millennials looking to be more sustainable?

Be aesthetically pleasing

There’s no getting around this one, Instagram is a visual platform and if that wasn’t one of the main reasons you chose it, perhaps reconsider if it is right for you and your business. It’s all well and good making sure every post is well put together, but you also need to be mindful of your grid as a whole. If your images are all over the place, every quote uses a different font and have blurry/badly cropped graphics – it discredits your professionalism.

Everything about your grid should showcase what you do and who for AND that you are a legit business that will be safe to buy from – whether you charge £10 or £10,000.

If your grid is messy, inconsistent and faceless, you are likely to be putting people off giving you money. Why would they buy from you if they don’t know who you are or if you’re right for them?

The How

So, how do we achieve this magic trifecta of attraction and let them know how wonderful you truly are?

There are several ways you can approach your grid design, so let’s dive in to a few of them…


Whether you choose to or not, there is a lot to be said for having a grid pattern to keep your content in check. Whether you alternate quote and image or go for an elaborate puzzle grid, having a consistent pattern is a good way to keep your grid balanced. Our brains LOVE patterns. It means that it is established and likely to be safer to buy from (hooray for psychology). The flip side is that some find this restrictive when it comes to creating content so do what works for you.


Your preferred brand colour palette should come through strong and consistently. Use the same colours, apply the same filters and consider the props and backgrounds you use when creating a post. (side note – the same is true with fonts. Choose your fonts and stick with them).


This is where you need to consider the types of posts you want to include. I would recommend a selection including posts that:

  • Build authority
  • Humanise your brand (brand photography + showing your face)
  • Show peeks behind the scenes
  • Showcase your products/services
  • Testimonials
  • Quotes
  • Show results from your products/services

Key props

To help keep that consistency when taking photos yourself, I recommend picking a selection of props or themes and using these to weave through your grid as part of your brand. For me, I use my cats, cups of tea, plants, leopard print and holding something. I use frequently throughout my grid but not in a particular order. It helps me break up the format but keep the same feel throughout so you know the post is from me. Choose 4-6 things you want to be associated with your brand and go from there.

All together…

It can feel like a lot to get your head around but once you start being mindful of your grid when you’re planning your content, it really can be a breeze and works for any business type.

Here are two real-life examples so you can see how it works:

Shadowcat Creative Instagram Grid Example
Upcircle Beauty Instagram Grid Example

If you want to learn more about how to create an on-brand grid design, catch the replay of my live training over in The Brand Lounge.

If you are ready to give your brand an overhaul to really attract those dream clients and all the success that comes with a beautiful brand that works for you, book a call and we can discuss what working together would look like (spoilers – it will transform your business).


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