There are a number of ways Instagram can be used for branding purposes.
One way is to allow your Instagram followers a behind-the-scenes look at your business. In the following image, Burberry posted a picture from behind the scenes at a model photo shoot.
Another way to utilize Instagram is to show customers using your products. Followers can utilize a specific hashtag, and the images and videos can also be reposted on your page. In the following screenshot, Coca-Cola reposted an image of a customer holding a Coke can.
Yet another way to use Instagram is to showcase new products. Food companies often reveal a new flavor of a product on Instagram, for example.
Instagram can be used to use hashtags to promote products. McDonald's uses its slogan "I'm Lovin' It" on many of its Instagram posts, in hashtag form, as seen in the following image.