The use of social media will play a vital role in the launch and communication of my brand Fortitude.
I decided to create and launch an official Instagram page for Fortitude as part of the brand’s marketing and communication plans. I was excited to create a real profile (instead of mocking up an Instagram page) for various reasons. Firstly, I was able to create a QR code which I have been able to feature on my third ‘communications’ brand board. I was keen to include a QR code because it is guaranteed to engage the audience and stimulate interaction which is the sole purpose of the brand boards. Also, I really like assuming that this is a real brand being launched onto the market. Creating and scheduling content, encouraging following and deciding on relevant captions and hashtags is allowing me to have the mindset that this is a real brand launching in the real world, of which an Instagram social media page would be hugely important. From confirming a username (see Methodology and Appendix 3) to creating and displaying a social logo, I really enjoyed the process of setting the profile up.
The first post I created and posted for the page was one that communicated about the brand ‘coming soon’, and that the launch of Fortitude is pending, so people should watch this space. I thought this was an effective first post as it builds anticipation and keeps followers hooked. I then followed this post with five edgy, colourful images that represent the Fortitude brand, each caption with a personality adjective that Fortitude is. For example, extroverted, honest and feminine. The most recent post has been of the full logo with an accompanying caption describing what Fortitude is all about and the brand story.
I look forward to continuing to post on this Instagram page as part of the communication strategy of the brand.
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