The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the Traveler’s Child. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.