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 is that?
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 when people recognise your brand, they’re more likely to remember it when a need arises, notice it on the shelf, and choose it over a competitor they’ve never heard of.
Before a brand can be recognised, though, it needs to be known.
Think of it this way:
- Brand awareness is someone knowing that Oatly makes oat milk.
- Recognition is them spotting the quirky carton instantly on a supermarket shelf, without needing to read the name.
So, once awareness is established, distinctive brand assets do the rest, making your brand identifiable across channels and contexts.
Further reading
Learn here, how you can build brand awareness organically.
Research on brand recognition
This article draws on three key sources:
- Jenni Romaniuk’s Building Distinctive Brand Assets,
- the Be Distinctive Everywhere report by JKR and Ipsos (based on 5,000+ assets across 500+ brands and 26,000 people in 25 countries),
- and Martin Lindstrom’s Buyology, which explores how our brains respond to brands through a three-year neuromarketing study.
The JKR + Ipsos report categorises assets into three tiers—bronze, silver, and gold—based on how strongly they trigger brand recall without the brand name being shown.
Interestingly, only 15% of tested assets made it to gold.
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 that colour can boost brand recognition by up to 80%. This figure is often cited but rarely put in context. Colour alone usually isn’t enough. The JKR x Ipsos report found that only 4% of brand colours tested reached gold status.
Jenni Romaniuk’s research backs this up: colour ranks lowest among brand assets in both fame and uniqueness.
And that makes sense. Many brands share similar palettes. Is red and yellow McDonald’s, Kodak, or Marmite? Even Coca-Cola’s red wouldn’t be nearly as recognisable without the curved white ribbon and iconic script font.
That said, colour has one unique advantage: it’s the only visual cue we can process when we’re not fully focused, which is useful in busy, cluttered environments.
Colour works best in three ways:
- As a single ownable colour (like Cadbury’s purple or Tiffany’s blue)
- As a signature combination (like Google’s four-colour sequence)
- Paired with shapes and layout (like Red Bull’s blue and silver slanted rectangles).
In all three cases, consistency is the most important factor, meaning you should use the same colours in the same way every time.
What I’ve learned
In my work with small businesses, colour is almost always the first thing clients want to decide. But it’s never where I start.
Without significant advertising spend, it’s very hard to own a single colour the way Tiffany or Cadbury do. What small businesses can own more realistically is a consistent colour-shape combination or the feeling the colour creates. Used repeatedly across every touchpoint, that combination can become uniquely yours.
Key takeaway
Colour alone rarely creates strong brand recognition. But when combined with other distinctive assets and used consistently, it becomes very effective.
On that note, you might like my article on avoiding pitfalls when choosing brand colours.
2. Logos: What makes them so recognisable?
When it comes to brand recognition, your logo is one of the most powerful assets you have. The JKR x Ipsos report found that 19% of logos tested reached gold status, making them among the most effective assets for brand recall.
Logos are processed holistically. People read the shape, colour, and font all at once. That’s why all these elements need to work together as a cohesive whole, not just look good individually.
A strong logo stands out within its industry rather than blending in.
There are two kinds:
- Literal logos—like WhatsApp’s speech bubble—are instantly understandable but offer less uniqueness.
- Abstract logos—like Nike’s swoosh—take longer to build recognition, but are harder to copy and easier to protect legally. Neither is inherently better; what matters is consistency over time.
Adaptability is equally important. A logo needs to work across every touchpoint—from the business website header to a favicon to a social media icon.
Brands like Mastercard and Amazon have designed logos that flex across contexts without losing their identity.
What I’ve learned
What I see most often with small business logos is that they’re designed in isolation. People don’t often think about how they’ll work across touchpoints.
A logo that looks great on a business card can become unreadable or even boring as a favicon or social media icon. Adaptability is something I always test from the start.
Key takeaway
A great logo stands out in its industry and works seamlessly across every touchpoint while still triggering brand recall.
3. Shapes: How do products and packaging stand out?
Beyond logos, shapes can become powerful brand assets in their own right. They fall into three categories:
- Symbols: A shape used independently of the wordmark, like the Nike swoosh. Even without a logo in sight, it triggers brand recall. That said, shapes can carry pre-existing meanings. A cross might read as religious or medical before it reads as yours.
- Product shapes: Think of the Mini Cooper’s instantly recognisable silhouette. Martin Lindstrom’s research found that viewing iconic product shapes like iPods and Ferraris triggers similar brain activity to religious images. That’s how deeply they can affect us. The only problem is that most of the time, we only come into contact with the product after we have bought it.
- Packaging shapes: The triangular Toblerone box or the curved neck of Duck’s toilet cleaner are instantly identifiable. In Duck’s case, the shape reinforces the brand name, character, and communication all at once.
There’s one caveat, though. Online, products often appear as small flat thumbnails, so finer details can get lost. Design for both contexts.
The JKR x Ipsos report actually found that products—defined as the combination of form, packaging, photography, and user experience—are the most powerful brand asset overall with 31% of products tested achieving gold status.
What I’ve learned
In my experience, most small business owners don’t think about shape as a branding tool at all. And for service businesses especially, it rarely comes up naturally. There’s no packaging and no product on a shelf.
But the principle still applies. The shapes you use on your presentations, proposals, social media templates, even the layout of your invoices, are your version of packaging. Used consistently, they contribute to recognition more than you’d realise.
Key takeaway
Shapes achieve the highest recognition when they’re distinctly different within their category and when they work both in person and online.
4. Faces: Which type works best for brands?
Humans are wired to recognise faces, it’s instinctual. But not all faces work equally well as brand assets.
- Celebrities can grab attention, but come with baggage. Their own associations can overshadow the brand (known as the “Vampire Effect”). Long-term partnerships like Nespresso and George Clooney can work, but they’re the exception, especially if the celebrity endorses multiple brands.
- Spokespeople can be more effective precisely because they grow with the brand. Their association strengthens over time. Many founders now act as the face of their own brand — particularly on LinkedIn and Instagram — which can build genuine connection. But it comes with risk: if their public image shifts, the brand goes with it. Tesla and Elon Musk being the cautionary tale of the moment.
- Mascots score the highest in fame and uniqueness of all face types. The Be Distinctive Everywhere report found that 16% of mascots achieved gold status. The biggest advantage is control. You design a character that fully reflects your brand personality, and it never ages, has a bad day, or gets caught up in controversy. Think Freddy from Mailchimp or Duo from Duolingo.
What I’ve learned
I’m seeing more founders use themselves as the face of their brand, especially on LinkedIn and Instagram. It can work really well for small businesses. After all, people buy from people.
But it’s worth thinking about the long-term implications. If you ever want to sell the business, step back, or simply have a bad week online, the brand goes with you.
Key takeaway
If it fits your brand, a mascot offers the most control and long-term potential. But if mascots are already common in your industry, a consistent spokesperson, or even yourself, can be the better choice.
5. Images: How do they create brand association?
Images weren’t part of the Ipsos and Romaniuk research, but 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, the subtle images triggered stronger cravings. Even the graphic anti-smoking warnings intensified desire rather than reducing it.
Why is that? Because images stir our memory and emotion. Even negative imagery can trigger emotional associations, especially when tied to long-standing associations.
What I’ve learned
And this doesn’t just apply to big brands with custom campaigns. In my work, I always help clients develop a consistent image style—even when they’re using stock images. The mood, colour palette, and subject matter all contribute to recognition over time, often more than people expect.
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, but they can become unmistakably yours over time.
According to Romaniuk, we rarely register fonts in isolation. We experience them as part of a bigger picture, paired with colours, logos, or layouts. On their own they have low cut-through, but used consistently they can become quite distinctive.
The Snickers example illustrates this well. When the brand name was swapped for words like “hungry,” people still recognised the bars instantly. 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 this level of recognition.
Custom typography takes this further. Coca-Cola’s flowing script or Disney’s fairytale lettering aren’t just distinctive they’re impossible to copy.
What I’ve learned
In my experience, fonts are the most neglected brand asset for small businesses.
Even after we’ve developed a full brand identity together, some clients still use random fonts in their social media posts. It immediately breaks the consistency we’ve worked to build and the branding starts falling apart.
Key takeaway
Fonts rarely work alone. But used consistently and in combination with other 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% reached gold status, which is surprisingly low given how much time brands spend crafting the perfect phrase.
The problem is that taglines are made of words, and words already carry meaning. A tagline has to fight for attention not just against competitors and its own name, but against everything people already associate with the language you’re using.
There are a few ways to make them 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.
What I’ve learned
The 6% gold rate doesn’t surprise me. In my experience, even when we develop a strong tagline together, it rarely gets used consistently enough to build real recognition.
It appears on the website, maybe on a business card, and then disappears. A tagline only works if you commit to it long-term across nearly every touchpoint.
Key takeaway
Don’t try to say everything with your tagline. Aim for something simple, sticky, and a bit unexpected.
These 50+ iconic tagline examples might give you a good starting point.
8. Story: How do recurring cues help with brand recall?
Brand stories aren’t just narratives with a beginning, middle, and end. According to Romaniuk, they’re built from recurring cues, which are subtle signals that, over time, make a brand unmistakable.
These fall into three types:
- Styles are patterns or themes that thread through everything the brand puts out. Think of the wing motif in every Red Bull ad, the bright lab-like setting in Progressive insurance commercials, or Mastercard’s “Priceless” tone. You don’t need to see the brand name, you just know.
- Moments are signature actions tied to a specific point in time. They are simple, repeatable, and easy to own, like twisting open an Oreo or dropping a lime into a Corona.
- Components are physical cues people link directly to your brand, like Apple’s white earbuds, the grey cat on a Whiskas pack, and so on.
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 small story moments can become branding gold.
My thoughts
One thing I’d add is, recurring cues only feel powerful when they’re held together by a coherent brand narrative.
Take Red Bull. the “gives you wings” is the idea that holds everything together. It’s the wing motif in the ads, the extreme sports sponsorships, the fearless athlete stories, the tagline, …
Without that central idea, you just have a collection of assets.
Key takeaway
Show recurring styles, actions, and details again and again. 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.
We’re particularly sensitive to sound for evolutionary reasons. But although sound can influence our emotions and grab attention, it doesn’t automatically trigger brand recall.
Romaniuk groups sound into three types:
- Non-vocal sounds (like Intel’s jingle), which often struggle to forge a meaningful brand connection on their own
- Vocal sounds, which are more effective because the human voice creates instinctive connection; an unusual voice enhances memorability further
- Rhythmic patterns (style components), like Mastercard’s “Priceless” campaign, which our brains find easier to remember because we’re wired to respond to repetition.
Brands can also use music in different ways.
- Jingles stick through repetition and melody and if the brand name is part of the tune, recall strengthens further.
- Popular songs bring instant emotion but risk overpowering the brand or feeling dated within a few years.
- Background music works subconsciously to build mood, but rarely builds brand association on its own.
Lindstrom’s research found further that combining visual and audio cues—showing the logo while playing the brand sound—improved both recall and preference in three out of four cases. The exception was Nokia, whose ringtone was so unpleasant it actually damaged brand preference.
Key takeaway
Prioritise distinct vocal cues, repeatable rhythms, or custom jingles that clearly link to your brand. And if you’re pairing sound with visuals, even better.
10. Other Sensory Cues: When do they work best?
Scent, taste, and touch can trigger powerful emotional responses, sometimes stronger than visuals or sound. Think of the signature scent at a W Hotel or the nostalgic smell of Play-Doh.
But there’s a catch: these cues are almost always perceived after purchase. That makes them great for reinforcing loyalty, but weak at building recognition before the buying decision is made. The same goes for taste in food and beverage brands, and touch, like packaging texture or product feel.
But in an increasingly digital world, these sensory cues feel intriguing and experiential, especially because they’re rare. If you want to explore this idea further, I wrote an article on sensory branding and how brands can use it.
Final thoughts
Back to your 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.
When I work with small businesses, I never start with five assets. Most don’t have the budget or consistency yet to build that many simultaneously. I usually recommend starting with a few— typically the logo-colour-font combination—and making it unmistakable before adding anything else.
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 distinctively designed and consistently used.
Title image by Havva Yılmaz
