Welcome to part two of Style for Growth and Sales on Instagram. This is the very first episode of the new year, and I just came back from a ski holiday in the Swiss Alps. I’m feeling excited, rejuvenated, and thrilled about today’s episode! If my voice sounds slightly different, it’s because I lost it while skiing—it's slowly coming back.
In the previous episode, I shared how color, as part of your personal brand’s visual identity, can help you stand out in the crowded social media space, making you more recognizable and visible. If you're not seen or remembered, people won’t do business with you. You’ll always be chasing clients instead of having them come to you with ease. Color is one key element of visual branding that fosters an emotional connection with your audience and builds consistency in your personal brand, making you omnipresent in their minds.
For example, I often receive messages from people saying, "Nina, I just saw this fuchsia dress and thought of you!" That’s the power of color—it creates an association with your brand, even when you're not present.
You already know some iconic brands that use color effectively. If I say Tiffany, you probably think of Tiffany blue. When you see that color, you immediately associate it with Tiffany. The same goes for Hermès with orange, Coca-Cola or Netflix with red. That’s how powerful color can be.
In this episode, we’re going to explore other visual elements of your personal brand that will help you grow your social media following and drive sales on Instagram.
Why Growing a Large Following Isn’t Enough
Many people want a bigger Instagram following, but let’s get real—having a lot of followers doesn’t necessarily move the needle for your business. A large following made up of random people won’t help you. Some big influencers with millions of followers make less money than those with a smaller, highly engaged audience.
So, instead of aiming for a big following, focus on attracting a high-quality audience—people genuinely interested in what you offer. Ask yourself: Do I want to be a blogger doing brand deals, or do I want to position myself as an expert—whether as a coach, consultant, or service provider—selling my offers and programs? These are two very different paths.
If you’re here, I assume you want to attract people who are interested in your expertise and offers—not just followers who like your aesthetic but never buy. This is why we’re focusing on quality over quantity.
How to Attract the Right Audience
Before we even talk about style, let’s address a foundational question: Who is your ideal client?
You must know the answer before you can grow your Instagram in a meaningful way. Your content, messaging, offers, and even your personal style all depend on it.
For example, when my main focus was personal styling, my ideal client was a 37-year-old professional woman. She might be a lawyer, researcher, VP, or finance manager. She has a partner, children, and a busy professional and personal life. She doesn’t necessarily have a formal business dress code but still wants to look polished. She wonders:
- How do I dress professionally without looking outdated or frumpy?
- How can I look polished yet approachable?
- How do I style myself when my body has changed after pregnancy or with age?
She doesn’t have time to shop endlessly like a 20-year-old, and she values efficiency. Knowing these details about my client allows me to tailor everything—from content to offers—to her specific needs.
Using Style to Communicate Authority
Once you know your ideal client, ask yourself: How do I make her instantly recognize that I’m the right expert for her?
Style is a non-verbal language that communicates who you are and who you serve. Your visual identity—including what you wear—should align with your ideal client's expectations.
For example, in my content, I wear professional pieces like blazers, blouses, tailored trousers, and structured outfits. These choices signal competence, polish, and success. Many of my clients aspire to a polished look, even if they work remotely and don’t need formal attire every day. The way I dress sends a message: I understand your needs, and I can help you achieve your style goals.
Even before someone engages with my content, my visual branding alone tells them that I am the right stylist for them. If someone isn’t aligned with this aesthetic—perhaps a stay-at-home mom who prefers a completely casual look—that’s okay! My branding naturally filters in the right audience and filters out those who aren’t a good fit.
Authenticity vs. Strategic Branding
Some coaches and consultants make the mistake of having a too-polished Instagram presence. If your feed consists only of professional photoshoots, but your Stories show you in messy sweatpants, it creates mistrust. The key is consistency.
This doesn’t mean you need to be overdressed all the time. But your online presence should reflect the real you—just at a slightly more elevated level. For example, I don’t wear blazers every single day, but in general, my style aligns with what I show on Instagram. This creates trust and authenticity.
Dressing One Level Above Your Audience
A good rule of thumb: Dress one level above your audience.
If your clients are casual entrepreneurs, you don’t need to wear a full corporate suit. But if you dress too casually, you won’t be perceived as an authority. People associate how you present yourself with how you conduct business. Studies show that when you look polished, you feel more confident and are perceived as more competent.
Creating a Signature Visual Element
Beyond clothing, you can create signature visual elements to make your brand more recognizable. Think of elements that make you instantly memorable, such as:
- A specific color palette (like my use of fuchsia)
- A signature accessory (e.g., always wearing statement earrings or red lipstick)
- A consistent background in your photos
I once saw a coach who always wore red—whether a full outfit or just a red accessory. This made her brand highly recognizable.
Your visual identity helps people remember you in a crowded space like Instagram.
Conclusion & Next Steps
Building a personal brand on Instagram is about more than just growing a following. It’s about attracting the right audience, positioning yourself as an authority, and using strategic visual elements to create a lasting impression.
If you want to learn more about how to use style strategically to build your brand, I highly recommend my free masterclass: 4 Mistakes Ruining Your Professional Style & What to Do Instead.
Go to ninawalder.com/4mistakes to watch the free masterclass and discover how to build trust, authority, and a strong brand through your style.
I’d love to hear your thoughts! If you enjoyed this episode, please leave a review on iTunes or Spotify.
See you in the next episode!
