How to Rebrand Your Instagram

Posted on 24th Aug, 2025.

TL;DR (The Short Version)

Rebranding is a natural part of a social media journey.
A good rebrand covers everything from your profile aesthetic to your type of content.
Taking your followers with you on the journey will help you keep your audience.
Read on for more rebranding tips!

Instagram is more than just a place to share snaps with friends. Alongside TikTok, Insta is the place where you can grow your brand, whether you're promoting a business you've just launched or simply trying to become a content creator in a new niche.

But what happens when your brand gets stale, or you want to switch up your audience? Rebranding your Instagram isn’t just about swapping a profile picture; it’s about carefully curating a new direction.

Here’s a step-by-step guide on how to successfully rebrand your Instagram without losing your existing followers. Let's get into it.

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Step 1: Define Why You’re Rebranding

Before you touch your bio or visuals, get clear on your why. Are you shifting from personal to professional content? Are you expanding into a new niche, such as moving from food blogging to lifestyle content? Or are you simply refreshing outdated branding?

Knowing your motivation ensures consistency and prevents confusing your followers. Write down your goals since this will serve as your north star during the rebrand. You can also create a moodboard or Pinterest board with the vibe you're looking for, and scroll competitors who have the type of brand you want.

Step 2: Refresh Your Visual Identity

Instagram is a highly visual platform, so your new look should reflect your updated brand. Think beyond just a logo; consider your overall aesthetic.

Key areas to update:

Profile picture - Use a clean logo if it’s a brand account, or a professional, recognisable headshot if it’s personal.
Bio - Rewrite it to clearly state what you do, who you’re for, and don't forget to add a touch of personality.
Feed aesthetic - Pick a consistent colour palette, editing style, or content format that aligns with your new brand.
Highlights - Update covers and reorganise them to feature only what’s relevant.

Consistency across all visuals builds trust and recognition, so make sure every aspect matches. Do the same for your profile on other platforms. You can even update your name if you think it's necessary.

Step 3: Plan New Content Pillars

Rebranding means you’ll likely shift what you post. Establish 3–5 content “pillars” that guide your creation process.

For example, a fitness creator might focus on workouts, nutrition tips, motivational posts, and personal updates, while bakery might share product showcases, behind-the-scenes clips, recipes, and customer testimonials. These 3 pillars should help you decide what you post from now on to fit in with the rebrand.

Step 4: Announce Your Rebrand

Don’t surprise your audience with a sudden overhaul. Instead, take them along for the journey. A simple post or Story explaining the change helps maintain trust. For instance: “I’ve grown a lot since I started this page, and it’s time for my content to evolve too. Here’s what you can expect moving forward…”

This will give you a better chance of retaining your existing followers and gaining new ones.

Step 5: Archive Old Content (If Needed)

If older posts clash with your new brand, don’t delete them, simply archive them, instead. This way, they’re hidden from your feed but not permanently lost. Archiving ensures your page looks fresh and aligned while still allowing you to restore content later if needed.

Frequently Asked Questions

Can you rebrand your Instagram account?

You can absolutely rebrand your Instagram account! In fact, rebranding is not only possible but highly effective if your goals, niche, or personal style have evolved. A rebrand might involve updating your username, bio, profile picture, highlight covers, and overall content aesthetic to better align with your current identity or business direction.

The key is to approach it strategically rather than changing everything overnight. Start by auditing your existing content, defining your new goals, and then gradually rolling out the updated look and feel. If some of your older posts don’t fit with your new brand, you can archive them instead of deleting, keeping your feed cohesive without losing past work.

How do I announce a rebrand on Instagram?

When announcing a rebrand, communication is just as important as the visuals. Your audience has followed you for a reason, so it’s best to be transparent about the change. It's a good idea to announce it via a dedicated post, Reel, or Instagram Story. You can even pin the announcement post so new visitors to your profile can get to know what you're about immediately.

When done successfully, a rebrand can revitalise your profile, attract new followers, and result in an increase in profile views.