The most underrated brand assets you’re probably ignoring

A brand’s most powerful assets aren’t always flashy logo redesigns or big-budget influencer campaigns. They’re not the viral stunts that dominate headlines for a day, or the sprawling, picture-perfect flagship stores, either. More often, it’s the subtle details. The quiet, consistent touches that make a brand truly unforgettable. Take, for example, Netflix’s iconic ta-dum, or the simple delight of Apple’s meticulously designed unboxing experience. These moments don’t demand attention, but they leave a lasting impression, sitting quietly waiting to be discovered, subtly embedding your brand into everyday experiences in a way big campaigns often can’t.

Why these small assets matter

By creating emotional connections in the micro moments, these small brand assets can carry your brand much further than you might expect. That’s because they’re encountered more frequently and can leave a deeper, more lasting impression. Going back to Netflix’s iconic ta-dum: a simple two-second sound that instantly evokes comfort, entertainment and a sense of familiarity every time you hear it – that positive association becomes an integral part of how their brand is recalled. Or there’s Monday’s confetti animations once you’ve completed a task and Oatley’s cheeky, chatty carton copy – turning mundane interactions into memorable ones. It’s these subtle, consistent touches that quietly build loyalty, spark moments of joy and set your brand apart without screaming at the top of lungs for attention.

So how do you uncover and amplify these quiet assets in your own brand?

A report by Ipsos and JKR (Jones Knowles Ritchie) examined the distinctiveness of brand assets – and found that a mere 15% of brands are truly distinctive. Put another way, a staggering 85% of the £4.5 trillion spent on marketing every year is invested in assets that fail to stand out.

When The Financial Times wanted to stand out from the sea of traditional white newspapers, they chose to print their pages on a distinctive salmon-pink paper. This simple decision made them instantly recognisable, and the dyed paper was actually cheaper than white, proving that standing out doesn’t always have to cost more.

This just shows that distinctiveness doesn’t always come from being the loudest or spending the most, but from being intentional about the details that make you memorable. Colour, a sound, a tone of voice or a playful interaction – even the smallest touchpoints can become your biggest differentiators. The challenge is to step back, audit what you already have, and identify which of your quiet assets could be amplified into something unforgettable.

Everyday brand touchpoints you could turn into something brilliant

Depending on what industry you’re in or the type of business you have, there are endless opportunities to add value in unexpected customer interactions – some completely unique to you. But as a handy starter for 10, here are some common places to look when you want to discover untapped sources for joy and brand impact:

• Confirmation messages – Success emails, form completions or a checkout thank-you. Bring in some of your brand language and swap the dry, corporate message for something a little more human.
• 404 pages – A quick google for humourous 404 pages will turn up thousands of witty examples. A great way to turn a dead-end into a delightful detour.
• Loading screens or wait times – Nobody likes to be kept waiting, so these are great opportunities to add animation, a bit of humour or helpful tips.
• Packaging – Bottom of pack, inside a fold, underneath some tissue paper – people love to feel like they’ve stumbled upon a secret. Include unexpected copy, illustrations or personal touches like handwritten notes or staff initials.
• Onboarding journeys – Can you make those first few steps feel exciting rather than purely functional?
• Notification tones or sounds – Think ta-dum – short, snappy audio signatures that reinforce your identity.
• In-app microinteractions – Build in rewarding animations, haptics or visuals triggered by completing an action.
• Holding messages or out-of-office replies – Another chance to reflect your tone of voice and personality, in a moment that usually carries negative associations.
• Staff uniforms or in-store cues – Consider colour, texture or even scent to build brand association.
• Receipts or invoices – Often a missed opportunity. Could they be more visually aligned to your brand? Could they include something unexpected?
• Customer service chats – Small language tweaks here can have a big impact.
• Social media bios and link trees – These are your brand’s digital front door. Are they working hard enough?
• Default avatars or profile images – Could you design them to reflect your brand personality?
• Easter eggs or hidden messages – Just like Google’s “do a barrel roll” – little surprises go a long way. And people love the feeling of “discovering” or stumbling upon something themselves.

Here are some more examples of brands using underrating assets to stand out:

• Tiffany’s iconic blue – something as small as colour can be instantly recognisable.
• Duo the Duolingo green Owl – he holds a humorous presence online, bringing personality to the brand through witty reminders, cheeky memes and a playful tone that keeps learners engaged and entertained.
• Lush’s handmade, personal touch – from hand-written labels to staff signatures, they emphasise craft and care throughout every detail of their brand. It’s so recognisable, other brands try to emulate their font for a similar experience.
• Google’s search easter eggs (“do a barrel roll,” “Askew” etc.) – playful surprises built in to an everyday moment.
• Starbucks’ green aprons & wood-heavy store design – it’s cosy and globally recognisable.

The most successful brands understand that distinctiveness is built through intention and consistency. These understated, often-overlooked assets; whether a signature colour, a unique sound, a thoughtful interaction, or a memorable tone of voice, have the power to leave a lasting impression and build genuine affinity with your audience.

Now is the time to evaluate the quiet details embedded within your brand experience. Consider which touchpoints could be refined or amplified to reinforce your identity and stand out in a crowded marketplace.