How to Build a Strong Brand Presence on Instagram as a Designer or Architect

In the design and architecture world, your work is your brand. Instagram is the perfect platform to showcase your visual identity and connect with clients and collaborators. But to stand out in a sea of stunning interiors and architectural shots, you need more than beautiful images—you need a strategy.

Start with clarity.
Define your brand’s personality. Are you classic and elegant? Bold and modern? Let this identity guide your color palette, tone of voice, and content style. Let’s be clear - don’t overdo it. Styling for social media can become cumbersome and take time away from your passions. The key is to find a balance, just enough to let your clients start to understand who you are and how you work.

Plan your content mix.
Balance project showcases with behind-the-scenes, process videos, client testimonials, and educational posts. Use Reels and Stories to show personality and build engagement. It might feel like you’re hunting for likes and engagement, but stay focused and remember these platforms are for the long run. If you’re trying to become a micro-influencer, there’s a different strategy for you.

Use hashtags and geotags wisely.
Targeted hashtags (e.g. #newenglandliving #designboston) help you appear in relevant searches. Geotag projects and studio locations to attract local followers. Take this with a grain of salt and find what your local community is tagging from a lifestyle perspective.

Engage consistently.
Instagram rewards interaction. Reply to comments, engage with other accounts, and show up regularly (but sustainably). This is where we can help! Engaging, and specifically right now saving and sharing posts is Instagram’s way of knowing to push your content out there. By creating content that people would want to share to each other, you’re more likely to have more engagements. However, Instagram wants you to engage and will reward you if you do.

Set goals for yourself.

Before you get swept up in the visuals, take a moment to define who you’re trying to reach. A thoughtful, engaged audience is far more valuable than big numbers. Focus on attracting followers who will connect with your work, engage with your content, and potentially refer or become clients.

And when it comes to posting consistently—think of it like easing into a new fitness routine. Set a realistic goal you can stick to. Even showing up once a week can signal that you're active, current, and available for new opportunities. It’s not about volume—it’s about presence and consistency.

Bonus tip: Don’t ignore your bio. A clear value proposition, location, and call to action can convert profile visits into leads.