A brand doesn’t become recognisable by chance. It’s the result of strategic development and the consistent use of distinctive brand assets. These characteristic elements—colours, logos, shapes, even sounds—work because they’re unique to the brand. Used repeatedly and in familiar combinations, they become etched into people’s minds—ultimately making it easy to recognise the brand and feel a connection to it.
Yet despite a staggering $4.7 trillion spent on marketing each year, Ipsos estimates that 85% of it—around $3.995 trillion—is wasted.
Why?
Because much of it goes into brand assets that aren’t truly distinctive and don’t clearly link back to the brand. That’s a huge amount of money spent on marketing that simply doesn’t stick.
So, what’s going wrong?
Before we answer that, let’s revisit the core purpose of branding. While branding can serve many goals, three stand out:
- Differentiating a brand
- Building an emotional connection
- Making a brand so memorable that it’s instantly recognisable—even without the name being shown
This article focuses on that third goal: brand recognition.
The easier it is for people to spot, remember, and recall your brand, the more likely they are to choose it—especially in fast, low-consideration buying situations, like grabbing a snack at a petrol station or picking a toothpaste brand.
But what actually makes a brand recognisable?
Since branding is often more emotional than rational, the answer can feel vague.
Luckily, research gives us some clarity. And that’s where distinctive brand assets come in.
What Does ‘Recognisable’ Mean for a Brand?
A recognisable brand is easy to spot, easy to recall, and hard to forget. It stands out from the crowd, feels familiar, and people connect it to the right company—even when the brand name isn’t front and centre.
And that matters. Because when people recognise your brand, they’re more likely to remember it in buying situations. They’ll notice it on the shelf, think of it when a need arises and choose it over a competitor they don’t recognise.
Recognition also makes your marketing more effective—because every ad, post, or touchpoint clearly signals: “This is us.”
Brand Recognition vs. Brand Awareness: Which Comes First?
Before a brand can be recognised, though, it needs to be known. That’s why new or lesser-known brands should focus first on building brand awareness—getting their name out there and clearly linking it to what they offer.
Once that connection is made, brand recognition becomes the next goal. This is where distinctive brand assets come into play—making the brand instantly identifiable across channels and contexts. Recognition builds on awareness by adding familiarity and memory cues to the name.
Think of it like this:
- Awareness is people knowing your brand’s name and what you offer.
- Recognition is people spotting it instantly in a crowd of competitors.
Research on Brand Recognition
To understand what makes a brand truly recognisable, this article draws on three key research sources that dig into brand recognition, brand recall, and the power of distinctive brand assets.
1. Building Distinctive Brand Assets by Jenni Romaniuk
Jenni Romaniuk, a leading researcher at the Ehrenberg-Bass Institute, offers a deep dive into how brand assets like logos, colours, characters, and jingles trigger brand name recall.
In her book, Building Distinctive Brand Assets, she evaluates assets using two simple criteria:
- Fame: How many people recognise the asset?
- Uniqueness: How strongly is it tied to the specific brand?
Only when both are high can a brand asset cut through the noise and build recognition.
2. Be Distinctive Everywhere Report by JKR + Ipsos
Branding agency JKR partnered with research firm Ipsos to analyse over 5,000 brand assets across 500+ brands.
They surveyed more than 26,000 people in 25 countries to find out which types of brand assets actually drive distinctive brand recognition.
The results? They categorised assets into three performance tiers:
- Bronze: Weak associations. These assets don’t help much when used on their own.
- Silver: Good potential, but they need consistent use to build stronger brand linkage.
- Gold: Truly distinctive. These assets immediately bring the brand to mind—even when shown without the brand name. Only 15% of tested assets made it to gold.
You can sign up to read the report here.
3. Buyology by Martin Lindstrom
In Buyology, branding expert Martin Lindstrom explores how our brains respond to brands. Backed by a three-year neuromarketing study using fMRI scans, the book reveals how certain sensory and visual brand triggers activate memory and emotional responses—often subconsciously.
It’s an interesting look at how recognition happens in the brain, and why strong brand associations matter much more than we think.
Distinctive Brand Assets as the Building Blocks of Brand Recognition
Now let’s get practical. Which types of brand assets actually help your brand stand out?
Let’s start with the most talked-about—and often misunderstood—asset: colour.
1. Colour: Does it Really Boost Recognition by 80%?
You’ve probably heard the claim that colour can boost brand recognition by up to 80%. This figure is often attributed to the Seoul International Color Expo, but without proper context, it feels a bit shaky. Colour alone usually isn’t enough to trigger brand recall.
In fact, the JKR x Ipsos report found that only 4% of brand colours tested were distinctive enough to earn Gold status—meaning they could reliably signal the brand even when shown in isolation.
Jenni Romaniuk’s research backs this up. In her analysis of distinctive brand assets, colour ranks the lowest in both fame and uniqueness.
And that makes sense. Many brands use similar colour palettes—think of red and yellow. Is that McDonald’s? Kodak? Marmite? Even Coca-Cola’s red wouldn’t be nearly as recognisable without the curved white ribbon and the iconic script font.
Still, colour plays a major role in branding. Romaniuk highlights one unique advantage: Colour is the only visual cue we can still process when we’re not fully focused—a useful trait in busy, cluttered environments.
Her research identifies three main ways colour is used as a brand asset:
Single colour
A unique colour, such as Cadbury’s purple or Tiffany’s blue, can work well—but only if it has not already been established as a colour for the category or for other brands within it.
Colour combinations
Some brands rely on signature pairings—like Google’s famous four-colour sequence. Interestingly, combinations are neither easier nor harder to make distinctive than single colours. What matters is brand consistency—using the same combinations again and again.
Colour and design combinations
Pairing colour with shapes, layouts or other design elements increases distinctiveness. But these elements must always appear together to achieve long-term distinctiveness.
An example is Red Bull’s can. It’s not just blue and silver—it’s the combination with the slanted rectangles that make the packaging stand out.
Key takeaway: Colour alone rarely creates strong brand recognition. But when combined with other distinctive brand assets—like shape, font, or layout—it becomes very effective.
Logos: What Makes Them So Recognisable?
When it comes to brand recognition, your logo is one of the most powerful brand assets you can have. In fact, the Be Distinctive Everywhere report found that 19% of logos tested reached Gold status—making them some of the most recognisable and effective assets for brand recall.
So what makes a logo truly stand out? According to Jenni Romaniuk, logos are processed holistically—meaning people read the shape, colour, and font all at once. That’s why it’s crucial to think about how all these elements come together to form a cohesive, memorable identity.
To make sure your logo hits the mark, consider these points:
- Stand Out in Your Industry: A logo is most effective when it’s distinctive and doesn’t get lost in a sea of similarity within its industry.
- Literal vs. Abstract Logos: Literal logos, like WhatsApp’s simple speech bubble icon, are easy to understand and instantly recognisable. But abstract logos, like Nike’s swoosh, offer more uniqueness and legal protection. But they do require more time and consistent use to build brand recognition.
- Adaptability is Key: Modern logos need to be flexible and work across a range of brand touchpoints, from business cards to social media icons. Brands like Mastercard, with its interlocking circles, or Amazon, with its smiling arrow, have designed logos that adapt effortlessly across various contexts while maintaining their distinctive identity.
Key Takeaway: A great logo stands out in its industry and adapts seamlessly to every touchpoint and context while still triggering brand recall.
3. Shapes: How Do Products and Packaging Stand Out?
Let’s dive into shapes. Jenni Romaniuk makes an important distinction between logos, symbols, and packaging shapes. We’ve already covered logos, so let’s focus on the latter two.
Symbols
Think about the Nike swoosh. It’s simple, yet instantly recognisable, even when used on its own. That’s the power of consistent use over time.
Like colours, symbols can carry pre-existing meanings that may compete with the brand’s identity. For instance, a cross might be linked to religion or health, not necessarily a brand.
I’ve added some famous symbols below. Can you recognise the brands behind them?
But symbols don’t always need to be two-dimensional. Take the shape of a product—like the Mini Cooper. Its distinct form is immediately recognised, even without a logo.
But remember, since customers usually encounter products after purchase, shaping a product into a standout symbol can take longer.
Interestingly, research by Martin Lindstrom has shown that viewing products like iPods, Harleys, and Ferraris triggers similar brain activity as religious images. This demonstrates just how powerful these shapes are in evoking brand associations—and how deeply brands can affect us on an emotional level.
The Be Distinctive Everywhere report by JKR and Ipsos takes a broader view on this. It defines products as a combination of form, packaging, photography, and user experience. According to their research, products are the most powerful type of brand asset—31% of products tested achieved gold status.
This leads us to the final point …
Pack Shapes
Packaging shapes can also work wonders. Just think of the iconic triangular shape of Toblerone. It’s instantly identifiable.
Sometimes, even a small, clever detail, like the curved bottle neck of Duck cleaning products, is enough. What’s so great about this example is that the duck motif runs through Duck’s entire brand communication—from its character to its name.
But here’s a little caveat: when you’re designing packaging, make sure it works in both physical stores and online. Online, products often appear as small, flat thumbnails on a white background, so finer details might not be as noticeable.
Key takeaway: Shapes can achieve the highest recognition by being distinctly different within their category.
4. Faces: Which Type Works Best for Brands?
Humans are wired to recognise faces—it’s instinctual. So it’s no surprise that faces can be a powerful brand asset.
Celebrities
Celebrities can definitely grab attention. But there’s a catch.
Their faces come with baggage. They bring their own set of associations that can make it difficult to establish a clear brand connection. This is known as the “Vampire Effect,” where people remember the celebrity but not the brand. Also, if a celebrity is endorsing multiple brands, consumers may confuse them in their minds.
That said, some celebrity partnerships have stood the test of time. One example is Nespresso’s ongoing relationship with George Clooney. The connection is strong, and the celebrity becomes a big part of the brand’s identity.
Spokespeople
Long-term spokespeople might be more effective. These are people who become closely linked with the brand over time.
They might not be famous when they start, but their association grows stronger the longer they’re part of the brand. The downside, though, is that their relevance to the brand can fade as they age or their public image changes.
With social media booming, many founders are now acting as the face of their own brands. This helps build a personal connection because their personality becomes part of the brand’s identity.
However, this also puts the brand’s reputation at risk, as seen with Tesla and Elon Musk.
Characters or Mascots
Jenni Romaniuk’s research shows that mascots score the highest in fame and uniqueness when compared to other brand assets.
In fact, the Be Distinctive Everywhere report finds that 16% of all mascots achieve gold status—making them one of the most recognisable and effective brand assets.
The beauty of mascots is that brands have full control over them. They can design a character that truly reflects the brand’s personality, and it can become iconic—think of Freddy from Mailchimp or Duo from Duolingo. These characters stand out, even on tiny app icons.
Mascots are particularly useful in industries where they’re rare. For example, Dolmio’s Mama and Papa stand out among pasta sauces, where most brands just use red and white packaging with illustrations of the ingredients.
Stef from Let’s Talk Branding created a cool video about mascots.
Key takeaway: If it fits your brand, a mascot can be a great way to increase recognition and engagement. That said, if mascots are already widely used in your industry, a well-chosen spokesperson could be a better option.
5. Images: How Do They Create Brand Association?
While images weren’t part of Ipsos and Romaniuks research, Martin Lindstrom gives us a peek into their psychological impact.
In one experiment, he showed smokers two types of visuals:
- Obvious ones—like cigarette packs and logos.
- Subtle ones—like cowboys, Ferraris, and sunsets. These weren’t branded but still evoked classic cigarette ad vibes.
Surprisingly, it was the subliminal images that triggered stronger cravings. Even more unexpected? The graphic anti-smoking images, meant to deter, also intensified people’s desire.
Why is that? Because images stir our memory and emotion. Even negative imagery can trigger emotional associations, especially when tied to long-standing associations.
Key takeaway: Sometimes, it’s not the logo or tagline that sticks—it’s the image that taps into your brand’s emotional heritage. Subtle, well-chosen imagery may build deeper associations than anything overtly branded.
6. Fonts: Can They Help with Brand Recognition?
Brand fonts aren’t usually what people notice first about your brand, but they can still become unmistakably yours.
Romaniuk notes that fonts, like colours, are not perceived in isolation but rather in context. They generally have low cut-through but high uniqueness, meaning they become closely linked to the brand.
According to Romaniuk, we rarely register fonts in isolation. Instead, we experience them as part of a bigger picture—paired with colours, logos, or layouts. On their own, fonts may not grab immediate attention (low cut-through), but when used consistently, they can become highly distinctive.
Take Snickers, for example. Even when the brand name was swapped for words like “hungry,” people still recognised the bars instantly. That’s the power of repetition and consistency. But let’s be honest—it wasn’t just the font. The red frame, bold blue lettering, and white-on-brown colour combination all worked together to trigger brand recognition.
Custom typography, like Coca-Cola’s flowing script or Disney’s fairytale lettering, takes this even further. It’s not just about standing out—it’s about creating something no one else can use.
Key takeaway: Fonts rarely work alone. But when used consistently and in combination with other distinctive assets, they can become unmistakably linked to your brand.
7. Taglines: Why Are They Hard to Make Distinctive?
Taglines are tricky.
According to the Ipsos report, only 6% of them achieved gold status. That’s surprisingly low—especially considering how much time brands spend crafting the perfect phrase.
What’s the problem? Taglines are made of words—and words already carry meaning. A tagline has to fight for attention not just against competitors, but also against your own brand name and everything people already associate with the words you’re using.
That’s why trying to pack too much meaning into a tagline might actually backfire.
But there are ways to make taglines more distinctive:
- Add Sound: McDonald’s “ba-da-ba-ba-ba” proves how a jingle can elevate even a simple phrase.
- Include your Brand Name: This strengthens recognition and makes it easier to recall (plus, you can always drop it later).
- Use uncommon or quirky words: anything unexpected will stand out in a sea of sameness.
- Ask a question: Questions invite engagement and stick in the mind.
Surprisingly, rhyme and length have little effect on distinctiveness.
Key takeaway: Don’t try to say everything with your tagline. Aim for something simple, sticky, and a bit unexpected.
8. Story: How Do Recurring Cues Help with Brand Recall?
Brand stories aren’t just about narratives with a beginning, middle, and end. According to Romaniuk, they’re built from recurring cues—subtle signals that, over time, make a brand unmistakable.
These cues fall into three buckets:
Styles
These are patterns or themes that thread through everything the brand puts out. You don’t have to say your brand’s name—people just know. For that to work, the style has to be both recognisable and enduring.
Think:
- The wing motif in every Red Bull ad
- The bright lab-like setting in Progressive insurance commercials
- Mastercard’s “Priceless” tone, used again and again
Moments
These are signature actions or visuals tied to a specific point in time. They’re simple, repeatable, and easy to own. For example:
- Twisting open an Oreo
- Dropping a lime into a Corona
Components
Think of these as physical cues that people link directly to your brand:
- Apple’s iconic white earbuds
- The unmistakable grey cat on a Whiskas pack
Martin Lindstrom’s research adds that rituals make brands “stickier”—they give people something to do, creating familiarity and comfort.
Whether it’s waiting for a Guinness to settle or customising your Subway sandwich, these little moments can become branding gold.
Key takeaway: If you want your brand’s story to stick show recurring styles, actions, and details again and again. The goal is consistency over decades, not just one campaign.
9. Sound: Which Type Is Most Effective?
Now that we have covered visual and verbal assets, let’s focus on other senses, starting with sound.
For evolutionary reasons, we humans are particularly sensitive to sound. But although sound can influence our emotions and attract our attention, it does not automatically trigger brand recall.
Romaniuk groups sound into:
- Non-vocal sounds: Sounds like Intel’s iconic jingle often struggle to create a strong brand association. While distinctive, these sounds often lack the depth to forge a meaningful connection with the brand.
- Vocal sounds: Sounds that are produced with the human voice or contain human-like sounds are often more effective when establishing a connection to the brand. An unusual voice enhances memorability.
- Style components: Rhythms, as in Mastercard’s ‘Priceless’ campaign, create recognisable patterns. Our brain reacts particularly strongly to patterns, which makes these sounds easier to remember.
Brands can also use music in different ways—but not all of them build strong associations. Just because something sounds good doesn’t mean it works.
There are three main approaches:
- Jingles stick because of repetition and melody. And if the brand name is part of the tune, it strengthens recall. It’s no coincidence that McDonald’s “I’m Lovin’ It” is still going strong.
- Popular songs can bring emotion and instant recognition, but they come with risk. The song can easily overpower the brand, feel outdated within a few years, or carry unwanted meaning. When people remember the song but forget the product, that’s a problem.
- Background music like lnstrumental pieces work on a subconscious level. They don’t grab attention, but they can build a mood. Used consistently, they can support your brand identity—but rarely on their own.
According to Lindstrom’s study, combining visual and audio cues—like showing the logo while playing the brand sound—improved brand recall and preference in three out of four cases.
The only exception was Nokia. Its ringtone was so irritating that it had the opposite effect on brand preference.
Key takeaway: When adding sound, prioritise distinct vocal cues, repeatable rhythms, or custom jingles that clearly link to your brand.
10. Other Sensory Cues: When Do They Work Best?
Scent, taste, and touch can trigger powerful emotional responses—sometimes stronger than visuals or sounds. Think of the signature scent at a W Hotel or the nostalgic smell of Play-Doh.
While these cues are memorable, there’s a catch: they usually are perceived after the purchase. That means they’re great for reinforcing loyalty, but weak at grabbing attention or building mental availability before the buy.
The same goes for taste in food and beverage brands and touch, like packaging texture or product form. They enhance the experience—but rarely work as standalone brand assets.
If you want to explore this idea further, I wrote an article on sensory branding and how brands use it.
Key takeaway: Sensory cues beyond sight and sound can deepen emotional connection. But because they’re only perceived after purchase, they’re less effective as distinctive brand assets.
Final Thoughts
Back to our question: What makes a brand recognisable?
The answer is repetition.
You need a clear set of brand assets used consistently across all touchpoints. Whether it’s your logo, brand colour palette, or brand fonts—the more often people encounter these elements, the more likely they are to remember them and associate them with your brand.
Romaniuk suggests aiming for a ‘menu’ of 4 to 5 distinctive assets—ideally one from each category: sound, face, story, colour, shape, and words.
But building that takes time, effort, and often a decent marketing budget. That’s why it’s smart to start with just one asset and strengthen it consistently.
So, how about your brand?
Are your brand assets doing their job? If not, what could you improve or simplify to boost recognisability? A brand audit can be a great first step.
And if you’re starting from scratch or looking to refine what you already have, I can help you develop a brand identity that reflects your business and sticks in people’s minds.
Because if you want your brand to become instantly recognisable, you’ll need a brand recognition strategy—with assets that are distinctive, consistent, and built to last.
Title image cottonbro studio
Disclaimer: The links to the books include affiliate links.
