Instagram posted some nice Marketing Tips on how to use Instagram to promote your brand.  I think these ideas extend beyond Instagram and can be applied to all channels.

1. Be true to your brand: Ensure that your imagery expresses a clearly defined personality and voice.
2. Share experiences: Offer a view into the world or lifestyle that your brand makes possible through the eyes of the people who use your products and services.
3. Find beauty everywhere: Show how your company sees the world and make it meaningful to people.
4. Inspire action: Start a movement around your brand, whether that means inspiring people to capture photos while running like the #runfree campaign from @nikerunning, or to celebrate a delicious yogurt concoction, as @chobani has done with their #creationaday hashtag.
5. Know your audience: Learn what people love about your brand, and explore how can you capture the imagination of new customers.

http://vimeo.com/86331819

Check out the full article here:

http://instagram-business.tumblr.com/post/76235731349/tools-and-tips-to-help-marketers-inspire-and

I first heard of this article from http://www.slrlounge.com/instagram-shares-5-tips-successful-marketing