How closely do you think that a company instagram page should align to the overall company brand? I sell sausage casings to butchers, and our overall (export-centric) brand is the wholesome New Zealand, grassfed, but the instagram is targeting our local customers by appealing to butchers as individuals. This means humour, pop culture etc. Every post eiither falls into the product, sausages, or the wider primary industries but does't 'look' the same as our other marketing? Do I need to match my instagram colours, formats etc. to our main brand?