HOW STORY AND VISUAL IDENTITY CONTRIBUTE TO SOCIAL MEDIA BRANDING OF INDONESIAN LOCAL BRAND

Abstract

Indonesia is known as the social media capital of the world. With strong sharing habit and
social media addiction, brands are required to use social media to enhance relationship with
Indonesian customers. CHAMBER, an upper-class dining in Jakarta just launched their new
brand identity and started to focus in instabranding, a term for social media branding through
Instagram. Thus, the aim of this study is to analyze how story and visual identity contribute to
CHAMBER’s social media branding. The study used a qualitative descriptive approach, with
case study method. Data was collected through digital observation and interviews with
CHAMBER and Higherpurpose Branding Studio executives, also with customers. The
CHAMBER branding process has reached a point where consumers can differentiate a brand
from similar product or service categories. So far, CHAMBER has efficiently and precisely
used most Instagram features to gain recognition and has consistently incorporated essential
elements so that the brand is strong and easily distinguishable.