7 Images You Need to Build Your Brand Online

Using images to communicate the message of your brand has never been more important than in our fast-paced, screen-dominated marketplace.
It’s also never been easier.
There are opportunities everywhere for your brand’s visuals to be seen online, and with consistency in your designs, you can build your brand’s recognition and memorability.

7 Images You Need to Build Your Brand Online


1. Logo

It all starts with your logo design.
In one concise image, a logo communicates the message of your brand, including your business name, tagline and often a graphic (logomark).
Your logo is the foundation of every visual created to support your brand:

  • Your brand colors are defined.

  • Your fonts are selected.

  • Your graphic style is established.

  • The personality of your brand is expressed.

Once you have a logo, its design elements – colors, fonts and imagery – should be carried through and built upon in all imagery for your brand: your website, your packaging, your printed materials, and with the online brand images below.

2. Avatar

An avatar is your social media identification. It’s the square image that represents your profile and appears with all of your posts on Twitter, Facebook, Pinterest, etc.
You can use a square version of your logo, just your logomark, or – depending on the social media platform – you may want to use a photo of yourself, rather than a graphic.

3. Facebook Cover Photo

Showcase your products, promote your brand message and reinforce the visual connection to your brand. The cover image can even be linked to your website with a call to action for your followers like The Mogul Mom’s Facebook page.

4. Twitter Profile Images

Ok, so this is really two images…but you don’t necessarily need them both because Twitter offers lots of built-in flexibility in the design of your profile.
You can choose your brand colors for the background and links. You can upload a cover or a background image, or both. As long as the colors and images are cohesive and in-line with your branding, you can build a visual connection.
+ Twitter Cover Image
Your name, your bio, your avatar and a gradient sit on top of this image on your Twitter profile page, so the image you upload will be partially obscured. A pattern works well, or a strategically composed photo or design.

5. Web Ad/Banner

Promote your business on other blogs/websites.The size and content depends on the requirements of each site. A square “button” (125x125px) might be just your logo and a few words. A full banner (468x60px) might include a call to action, your URL and/or some of your products, too.

6. Newsletter Header

Carry on the visual consistency when you send out your email newsletter. A newsletter header can be as simple as your logo with a line underneath or a variation of your website header. The recommended width for most email templates is 600px wide. Height can vary. Check with your email service provider on specific requirements.

7. Sharing Image Template

Create consistency in your sharing images on social media. Having your website URL and/or logo watermark on a photo and using your brand fonts and colors to create an image quote will make your brand easily identifiable and can drive visitors back to your site.

Here’s an infographic showing how cohesively branded images can build memorability for a brand:


7 Branded Images You Need | The Mogul Mom


So, how do you go about creating these brand images?

Your logo is usually best handled by a graphic designer, and you can often hire her to design your complementing brand images as well.
If you’re on a budget and/or want the knowledge and flexibility to change your images as you promote and as your business grows, you can create them yourself.
There are many design apps to choose from: free web-based applications like PicMonkey, Canva, Photoshop Elements, the light version of Photoshop, and of course, the full version of Photoshop.
Then, the key for you and/or your designer to create consistent brand images is to have a brand style guide, which is a document that shows the design guidelines for your images. See a brand style guide example and learn how to create your own with a free template here!


Shannon Whealy

Shannon Whealy is a visual brand creator and the founder of Turnaround Design. She partners with small business owners to translate their brand messages and build memorability through design.




  1. Michelle Barry Franco

    Wow! What a gift you have given here, Shannon! I’ll be sharing and referring back to this often. Big, giant Thank You for taking the time to write this and sharing your expertise so generously!

  2. Virgen

    Great post Shannon, loving the infographic! Pinning this now!

    • Shannon

      Thank you, Virgen! Glad you liked it. 🙂

  3. Nancy

    This is awesome! I have already shared and forwarded on to several people and clients. The infographic really brings it all together! Thank you.

    • Shannon

      You’re welcome, Nancy! So glad you liked it and found it helpful to share. 🙂

  4. Shannon

    You are welcome, Heather! I’m so glad you found it helpful, and I can’t wait to see your new apps created! 🙂

  5. Heather Allard

    I love this, Shannon! Your tips are so clear and easy to follow. I’m going to use your brand style template for *each* one of my new apps!! Thank you so much! 🙂


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