ANALISIS ISI BRAND IDENTITY PADA KONTEN MEDIA SOSIAL INSTAGRAM THURSINA IIBS

Amidst the increasingly high competition of educational institutions, the use of brand identity through social media content plays a strategic role in strengthening the image and differentiating itself from other institutions. This study aims to identify brand identity elements in the Instagram content of @thursinaiibs, analyze the frequency of their appearance, and assess the consistency of their application. This study uses a descriptive content analysis method with a quantitative approach. The analysis was conducted based on brand identity elements according to Wheeler (2024). Data were obtained through documentation of 19 content from October 1–December 31, 2024, as well as supporting literature from the institution's official brand guidelines. The results show that the Instagram account @thursinaiibs has used all brand identity elements in its Instagram content. Of the 19 content analyzed, 4 (21%) have consistent use of brand identity elements with strong indications, then 12 (63%) content is in the category of tending to be strong or moderate, and 3 (16%) content is indicated to be weak. These findings indicate that most content has integrated brand identity, but the consistency of use of all brand identity elements still tends to be strong or moderate and is not evenly distributed across several elements. Therefore, it is recommended that institutions increase the consistency of their use of brand identity elements across the board so that all elements can support each other in creating an optimal brand identity on social media.