As you build your brand identity, it is critical that you create a cohesive system across media. From your logo design to your web design to your printed sales and marketing materials, etc. Here are 4 smaller items that when done right, can have a big impact.

1-Social media backgrounds or cover images

With Facebook, LinkedIn, and Twitter, you can use a custom background image to adjust the colors on your profile page. The amount of background showing depends on the viewer’s screen size, so keep critical info in the visible area and make sure it’s fairly narrow. (If you’re a Canva user, they have templates for each platform.) As more and more business people are turning to social media for marketing purposes, it’s critical that the profile represents the right brand identity.

2-Profile photos

Profile pictures are small, usually round image that displays next to your posts and comments on social media. 

They are also the window into our visual identity. They’re the among first things people see when they visit your social media profiles, messaging apps, or online forums. In a world where digital communication has become the norm, profile pictures have become an integral part of our online presence. 

A profile picture can be a conversation starter, a way to connect with others, and even a statement about your values. In short, profile pictures are more than just simple images; they are a powerful tool for self-expression and communication in the digital age.

Tip: Set up a Gravatar account

If you’re a WordPress user, you can sign up for a Gravatar, a globally recognized avatar used on many (but not all) sites. This image can be a logo, a photo, or any other graphic you choose. But if you’re posting information on behalf of your company, you may want to be consistent with this symbol. You can make it easier by signing up for a gravatar, a globally recognized avatar used on many (but not all) sites.


The “fave icon” or favicon is the little picture that sits at the beginning of your URL address in a web browser. On the Branding Compass site, it’s the compass element of our logo. These icons are very small and always square, so you need to consider how to crop and shrink your logo.

4-Email signature

Your signature is a place where you can add your logo, include your tagline or bring attention to things like your blog, an upcoming event, or anything else that you want people to know about. Be wary of large graphic attachments such as background images, but small logos in the signature area are acceptable.

What other areas are overlooked places that you can brand with your own unique identity?