Brand distinctiveness is crucial to being noticed in the noise. We took 50 brands from the US, 50 from the UK, and 50 from DACH and hid them inside three busy scenes, to showcase just how important it is to stand out from the rest.
Can you spot all of the brands?
Brand distinctiveness is the key to a brand’s long-term success. Whether through visual identity, brand personality, creative direction, or a mix of all three, studies have shown that having a consistent brand can boost revenues by up to 23% (YouGov 2021), and strong brand cues can increase saliency by 52% (Kantar).
But increasingly, brand consistency can be a double-edged sword. While keeping things the same may be comforting and tested, it can lead to lethargy and apathy. Being too preoccupied with constancy means your offering can become bland, tedious, and forgettable.
We’ve assembled a guide to brand consistency, exploring how staying consistent doesn’t always mean staying the same, and how prioritising familiarity over sameness can allow for experimentation.
