If you want it to scale to the height of the li, then use Mihnea solution.
If you want it to scale to the font size, use
ul li {
padding-left: 20%;
background: url('rectangular_bullet_image.jpg') no-repeat left top;
background-size: auto 1em;
}
where the last size (1em) refers to the size of the font. So, if you want it to be slightly larger than the font, set 1.2em
Note that the 2 solutions are aproximately the same if the li's have only 1 line.
It's for the multi-line li's that there is a diference.