6 Brands Killing It On Instagram

A wise person once said, "Don't use two words where one will do." Thanks to Instagram, that age-old grain of wisdom seems to be undergoing a revamp, and now advises: "Don't use words where a picture will do." Brands know that Instagram is where the action is, but many are struggling to figure out how to make it relevant to their brand. Sitting squarely at the intersection of artistic expression, inspiration, information and celebration, it's the place to be. But where to begin? Read on for a few examples of brands that are doing Instagram right. But first, a few statistics:

• 70% of Instagram users check their feed at least once a day, 35 % several times a day. 
• 71% of the world's top brands are on Instagram.
• Instagram photos with faces get 35% more comments than those without.
• Instagram is more popular than Twitter amongst US smartphone users.
• 57% of the top brand marketers are averaging at least one post a week.

Chobani

Let's be honest, it's not easy being a humble cup of yogurt in a scoop-of-ice-cream world. Nonetheless, Chobani does a steller job of using Instagram to only showcasing their product, but also to tell a story about the Chobani lifestyle.

Jeni's Ice Cream Speaking of ice cream... With a penchant for unusual flavor combinations like goat cheese + red cherries, sweet cream biscuits + peach jam, and sweet corn + black raspberries, Jeni's Instagram feed reflects the same sense of creative vision, unexpected delight and passion for food the brand is known (and loved) for . (Warning: may cause sudden cravings.)

Billiam Jeans What's more quintessentially American than a pair of jeans crafted in Greenville, South Carolina? Nothing. As a self-professed "company made up of trial and error manufacturers," once glance at their Instagram and it's not hard to believe that this is a brand "learning from rolling up our sleeves and trying to make sense of the process."

Sharpie Everyone loves a Sharpie. No really, everyone. Arguably one of the most recognizable names in pens, Sharpie takes a decidedly different approach compared to most brands. Rather than celebrating their product, their Instagram stream is an ongoing celebration of the things their product empowers fans and brand loyalists to do.

Kittie's Cakes It doesn't take a lot to sell people on the joys of really delicious cupcakes. Convincing them to engage with your brand on Instagram? A little bit harder. Columbus, Ohio-based bakery Kittie's Cupcakes has made Instagram their primary stream for communication. Much like morning announcements in elementary school, each day Kittie's Instagrams photos of that day's baked offerings (they change daily). By 2 or 3 p.m., it's not unusual to Kittie's post a notice that you've missed the rush ... and they're all sold out.

TSA Cupcakes and ice cream were born to pose for photos. But what about a less obvious brand? While the public seems to have, um, mixed emotions about TSA, the agency has started using Instagram as a way to invite the public into their world. Scroll through their stream and you'll discover that it's not all pat downs and body scans...but you will have to leave your cat-shaped brass knuckles at home.

4 Awesome Examples of Visual Brand Storytelling That Will Make You Want to Hit Replay

Storytelling. We all know it can make (or break) a brand, but there is a reason it’s often referred to as an “art.” In a world where our brains are bombarded with an estimated 3,000 – 20,000 messages per day, humans have gotten really good at tuning the noise out. Breaking through the grey isn’t just about delivering solid content, it’s about making the ho-hum remarkable, entertaining and memorable. Seeing is believing…

DOLLAR SHAVE CLUB

https://www.youtube.com/watch?v=ZUG9qYTJMsI

POOPOURRI

https://www.youtube.com/watch?v=OE5npzhnjJs

SONNET JAMES

https://vimeo.com/85611062

JENI'S SPLENDID ICE CREAMS

And on a micro-level, nobody tells the story of their ingredients quite as gracefully as Jeni’s Splendid Ice Creams…

https://vimeo.com/52189344

https://vimeo.com/69265430

https://vimeo.com/76431513

Navigating a Sea of Brand Change

Don’t get me wrong, I like winter. But waking up to several inches of fresh snow (on top of several existing inches of not-so-fresh snow), I can’t help but let my mind fast forward to June, July and August. Warm summer evenings, good friends, welcoming verandas, a cold pint. (But maybe not the kind you’d expect.) It’s no secret that I’m a Jeni’s Splendid Ice Creams fan. While I once blamed my Ohio upbringing, it seems the whole world has caught on to Ohio’s best-kept “sweet-cret.” And that’s a good thing. There’s something pretty awesome about watching people across the country fall in love with the brand your hometown has been rallying around for years.

Last week Jeni’s made a big announcement. They’re doing away with their signature trademark, handwritten labels. Turns out they spend more than 15,000 hours a year adding that personal touch to every pint that leaves the building.

From a consumer touchpoint standpoint, I have to admit that I will miss the handwritten labels just a bit. It has become a summer tradition to pause in front of the freezer at our favorite local market to savor the Sharpie art of so many different hands. There is something (no pun intended) so cool about knowing each pint has passed through the hands of a real human. (Though now I’m starting to suspect those hands may have been suffering from a case of chronic writer’s cramp.)

Once I put my selfish, Sharpie-loving feelings aside, I was able to see things from a business perspective, and I began to really appreciate how Jeni’s is handling this transition. Change is never easy. Especially for a brand that is beloved and deeply ingrained in their consumer’s nostalgia experience. But Jeni’s did things right in a few ways:

1. They were open, honest and forthcoming – before the change rolled out. In doing so, they gave their customers a heads up, a little time to mourn and a taste of what’s next.

2. They looked to the past to inspire the future. Realizing that the old, handwritten labels held a special place in their customers’ hearts, Jeni’s new labels will be printed in-house using a variety of samples from their professional handwriting crew. Customers get that personal touch they love; employees get to focus their time and talent elsewhere. Which brings me to…

3. They were transparent about their motivation. While I’m sure financial factors played a part in the decision, Jeni’s announcement focused on a much more important factor: the human factor. “We’re certain that our kitchen team members will be happier when they arrive at work knowing that they will be fully engaged in the making of the actual ice cream every day rather than writing the names of flavors on pint containers.” I love this because it’s a reminder that Jeni’s isn’t just focused on the goodness that goes inside their pints, they’re committed to fostering goodness within the walls of their company and culture. It tells me they’re listening to their employees, looking for ways to best utilize the talent they hire an not afraid to adjust to make that happen. Happy brands start with happy people. It’s as simple as that.

And that’s a brand I want to do business with. Or in this case, keep on doing business with.