Insights

Summer, sun, and… Brand recognition

Why strong brand assets always work

Strong brand elements are recognised, even subconsciously

Strong brands are instantly recognisable. Not just by their name or logo, but through memorable details: a specific colour, a sound, a typeface, or even a scent. Travelling to faraway places this summer? Chances are you’ll encounter familiar brands, not through explicit advertising, but through subtle signals that trigger instant recognition: the smell of a certain sunscreen, the sound at airport boarding gates, or the shape of a bottle on a terrace table. You won’t just spot recognisable logos during your first Uber ride. You’ll consciously or subconsciously link many brand cues to your favourite brands.

That’s the power of brand assets: recognisable, consistent elements embedded in the consumer’s memory. They make a brand visible, even when it doesn’t speak. Not by chance, but through intentional and consistent choices that build trust over time.

In a market where attention is scarce, these brand elements ensure continuity and impact- from the airport gate to the beach chair.

More than style

Brand assets go beyond visual choices. When applied consistently and cohesively, they trigger immediate recognition and trust. Because familiarity creates calm, even in overcrowded markets.

It’s a worthwhile exercise for any brand: what’s left when you remove the logo? Is the style recognisable? Are the visuals consistent? Does your brand have a unique ‘tone of image’, something that sticks, even without a clear mention of the brand as sender?

There are many ways to build brand assets. Consider these seven types:

Slogans or phrases
A strong line sticks and immediately calls a brand to mind. Think Just do it from Nike or What else? from Nespresso.
Colours
Some colours are so strongly linked to a brand that a single glance is enough. Like the patented blue of Tiffany & Co.

Typography
A unique typeface shapes a brand’s personality. You’d recognise the Disney wordmark even if it were used in a completely different word.
Shapes
Shapes can also be distinctive. Think of the Toblerone pyramid, the iconic Absolut Vodka bottle, or McDonald’s golden arches.
Rituals or brand experiences
Some brands are recognised by the way they’re used. Think of unboxing an Apple product, dipping an Oreo in milk, or Biscoff with coffee.
Sounds or jingles
Audio cues often stick subconsciously. McDonald’s ba-da-ba-ba-ba, the sound of a receipt printing at Albert Heijn, or the Netflix intro tune are great examples.
Characters or familiar faces
A mascot or ambassador can give a brand a recognisable face. Think Mr. Clean, George Clooney for Nespresso, or the little bee from Honey Pops.

What does this mean for my Brand?

Combine multiple strong brand elements and your brand name may be recognised even in different scripts. Thanks to its iconic bottle shape, recognisable red, and unique typeface, everyone knows Coca-Cola used to be served from these bottles.

Even if a colour, shape, or sound doesn’t seem distinctive at first, long-term use can absolutely change that. Through consistent application, a strong association builds between the brand element and the business behind it. This means the element fulfils a commercial origin function and, if the legal conditions are met, can be registered as a trademark.

When recognisable brand elements are missing, a brand relies too much on visibility and too little on memory anchoring. In a world where consumers make decisions in milliseconds, strong brand assets are not a luxury. They are the bridge between brand memory and buying behaviour.