KOMUNIKASI VISUAL SEBAGAI BRANDING DALAM MEMBANGUN BRAND IMAGE

This study was motivated by changes in how brands communicate with their audiences in the digital age, particularly through Instagram as a visual-based platform. Instagram allows brands to showcase their identity, character, and brand image through photos, videos, colors, typography, layout, and storytelling. This study aims to understand the visual communication process used by Garva on its Instagram account @garvaofficial.id as a branding strategy to build its brand image. This study employs a descriptive qualitative approach using a case study design. Primary data was collected through interviews with two account managers and eight followers, while secondary data was obtained by analyzing 30 Instagram posts from September 2025 to February 2026. The results indicate that Garva’s visual communication is characterized by consistency in warm color tones, typography, layout, product photography, and customer storytelling. Within the framework of Customer-Based Brand Equity, Garva’s visual communication demonstrates brand salience, brand meaning, brand response, and brand resonance. However, the brand resonance that stands out qualitatively has not been fully reflected in the account’s overall engagement, which remains low. Thus, Garva’s visual communication shows a tendency to build a brand image among its core audience, but engagement among the broader audience remains limited.