PERANCANGAN KONTEN INSTAGRAM @HAYED_CONSULTING BERBASIS IDENTITAS BRAND DENGAN PENDEKATAN AISAS UNTUK MENINGKATKAN BRAND AWARENESS

ABSTRACT
Instagram is a digital communication platform that plays a crucial role in building brand identity and increasing brand awareness. Hayed Consulting, a company that uses Instagram, currently lacks a structured and consistent content strategy, resulting in the company’s brand identity not being fully realized. This final project aims to explain the process of designing Instagram content for @hayed_consulting based on brand identity using the AISAS approach to increase brand awareness. The design results consist of content guidelines covering the logo, colors, typography, and tone of voice, as well as the formulation of content objectives, content pillars, a content plan, content production, and content distribution. The AISAS approach is applied in every stage of the design process to support audience engagement. The resulting content design serves as a guideline for more structured, consistent, and brand-aligned Instagram management, thereby supporting the enhancement of Hayed Consulting brand awareness.
Keywords: content design, brand identity, AISAS, Instagram, brand awareness

ABSTRAK
Instagram merupakan media komunikasi digital yang berperan penting dalam membangun identitas brand dan meningkatkan brand awareness. Hayed Consulting, perusahaan yang memanfaatkan Instagram belum memiliki perencanaan konten yang terstruktur dan konsisten sehingga identitas brand perusahaan belum tergambarkan secara optimal. Tugas akhir ini bertujuan menjelaskan proses perancangan konten Instagram @hayed_consulting berbasis identitas brand dengan pendekatan AISAS untuk meningkatkan brand awareness. Hasil perancangan berupa content guidelines yang mencakup logo, warna, tipografi, dan tone of voice, serta penyusunan content objective, content pillar, content plan, content production, dan content distribution. Pendekatan AISAS diterapkan dalam setiap tahapan perancangan untuk mendukung keterlibatan audiens. Perancangan konten yang dihasilkan menjadi pedoman pengelolaan Instagram yang lebih terstruktur, konsisten, dan sesuai dengan identitas brand sehingga dapat mendukung peningkatan brand awareness Hayed Consulting.
Kata kunci: perancangan konten, identitas brand, AISAS, Instagram, brand awareness