Profile pictures should be easily recognizable as belonging to your business. While using a standalone logo is the most common strategy, some brands use a lifestyle image that includes their logo.

Other brands rely more on a person – a recognizable “face of the brand” (e.g. Orville Redenbacher or Flo). If this is your marketing strategy, your profile image should be creative and attractive:

• Use professional photography and design.
• Asymmetrical images are better at catching people’s eyes.
• Photo’s should be well-lit.
• Show a smiling face.

Credits to https://www.bigcommerce.com/ecommerce-answers/what-is-a-profile-picture/