Once you've researched how similar brands are presenting their products and services, your next step is to figure out how to incorporate your new content into your brand. Other social media platforms are pretty forgiving when it comes to posting content or graphics that might use a slightly different font or shade of blue, but the case is not the same for Instagram. If you aren't using the same font, style, your exact branded colors, or even write your captions in a different tone, Instagram users will be able to tell.
The reason for this is the habit most people have when they are following a new account. Users will discover your account by being fed an ad, seeing you tagged in an account they already follow, a friend suggests it or they find you on the explore page. Once they've found your account, the typical user will scroll through your feed and they will only follow you if they like your content. Much of this relies on the consistency of your brand and the aesthetics of your feed. If a user likes what you've posted and can predict that you’ll keep posting that way, then you've got yourself a new follower and a warm-ish lead.