5 Overlooked Places to Build Brand Identity

August 10, 2009 | Branding

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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 5  smaller items that should not be overlooked, and can be a subtle touch for sealing your brand identity.

  1. Favicon. The “fave icon” or favicon is the little picture that sits at the beginning of your URL address in a web browser. On this site it’s the most simple version I have of the Visible Logic VL monogram. These icons can only be 16 x 16 pixels so you need to think about how to crop and shrink your logo.
  2. Avatar. This is the image that shows up in many different web sites to represent you. Like when you make a comment on this blog (hey, why not try it!), a small image shows up next to your comment as a symbol for you. This image can be a logo, a photo or any other graphic you choose. But if you are 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, which is a globally recognized avatar, used on many (but not all) sites.
  3. Twitter Background. With your twitter account, you are able to use a custom background image as well as to adjust the colors on your profile page. On my twitter profile page (hey, why not follow me!), I created a background image very similar to my letterhead. The amount of background showing depends on the screen size of the viewer, so keep critical info in the top left corner, and make sure it’s fairly narrow. As more and more business people are turning to Twitter for marketing purposes, it’s critical that the profile represents their brand identity.
  4. Profile photos. On social networks where you want to represent yourself, not just your company, think about having a consistent image from one web site to the next. This is my LinkedIn profile (hey, why not link to me!) and I try to use it whenever I want to provide a photo. This helps build an recognizable identity for yourself that people will come to know.
  5. 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. (hey, want not send me an email and I’ll respond with my signature du jour!) I’d be wary of large graphic attachments such as background images, but small logos in the signature area area acceptable.

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


  1. Mike Maddaloni - The Hot Iron | August 11, 2009 at 9:08 am

    This is a great list!

    I add to it – domain names. People and businesses forget to get the domain names for their products and services, tag line, and names of their executives.


  2. Emily Brackett | August 11, 2009 at 12:07 pm

    Great addition, Mike. Top level domain names secure your identity.

  3. DeAnne | September 18, 2009 at 8:26 am

    I totally agree with Mike. Another item associated with your domain name is you email address. It’s so unprofessional when you get someone’s business card and their email is at their ISP or worse yet hotmail!

  4. Emily Brackett | September 22, 2009 at 12:40 pm

    DeAnne, great point. I don’t understand why people don’t use a non-domain level email address on something like a business card. You can set up your mail to forward to different addresses and services if you prefer it, but use a domain-level email on all branded pieces.

  5. Luigi Fulk | January 13, 2010 at 7:00 pm

    I was searching for photography tutorials when I found your site. Good post. Thank You.

  6. Michele Hill | July 16, 2010 at 4:42 pm

    I discovered you on LinkedIn Forbes Woman group today. I have read a few titles here and like what I have read.
    Best Wishes from Moab Utah

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