The company's brand is one of the most important factors that differentiate the company, it serves as a means of identifying the manufacturer by the consumer, and on the basis of the brand the company creates a competitive advantage. At a time when consumers are forced to make a large number of decisions in a short time due to the increasing hectic pace, the brand makes it easier for consumers to make purchasing decisions and reduces the risk of making the wrong choice. Consumers identify a brand under different conditions, i.e., there is brand awareness, which is composed of two elements - brand awareness and brand recall. Brand awareness is one of the main factors for consumers to include a brand in their considerations during the purchase decision process. When planning integrated marketing communications with consumers, companies must be careful to choose one of the most important visual brand identities - color. Color is part of the company's nonverbal communication, helping to build brand recognition and brand image. Colors play an important role in product advertising because people are influenced by the visual appearance of the product and it later plays an important role in brand recall and recognition. This paper examines the accuracy of brand color recognition as a function of how familiar/used/present the brand is in the minds of consumers. It discusses the importance of choosing a color to be used as a brand color and the importance of color in all stages of brand development to build brand awareness and ultimately create a loyal consumer. The experiment found that better positioning of the brand in consumers' minds was associated with greater accuracy in recognizing the brand's color. Brands with frequent use and high recall had higher brand color recognition accuracy. The results of the experiment will serve marketers at various stages of brand development as well as future research in the field of color psychology and its connection to marketing.