How This Summer Changed the Way I See Branding

If you’re still trying to figure out what branding is in 2025… sighs …I’ll need to pull you for a chat. This summer felt like a front-row seat at the drive-in, watching how powerful branding shows up IRL (in real life). From TV to events to global icons, I saw consistent reminders of how branding doesn’t just live in logos, it lives in the moments people carry with them. Here’s what branding lessons stood out and how you can apply them to your business. 

1. Love Island: The Power of Iconic Brand Moments

Story: I first learned about Love Island during Season 5 and eventually fell into Season 6 (yes, I loved the character development and PPG). This summer, I finally watched Season 7 straight through. Beyond the love, drama, and memeable mamacita moments, the branding stood out. Fans weren’t just watching, they were recreating the experience:

• Custom water bottles in the show’s signature font.

• Watch party invites and DIY drinking games.

• Memes turned into iPhone stickers that spread like wildfire.

All of it boiled down to simple but recognizable branding cues that fans could latch onto and personalize

Lesson: Create signature brand elements your audience can carry with them. Whether it’s a phrase, a piece of merch, or a distinctive touchpoint, think: what’s your version of the water bottle?

2. Femology’s First Annual Golf Classic: Launching With Brand Intent

Story: As a longtime supporter and member of Femology, I’ve watched the brand pivot under pressure and come back stronger than ever. This summer, they hosted their first-ever Golf Classic, which turned into a seamless branded experience. Everything, from pre-event marketing to on-site hospitality, from signage to sponsor tie-ins, was aligned. It wasn’t “just” a golf outing; it was a replicable moment that expanded the Femology brand.

Lesson: When trying something new, a launch, service, or event, branding is your safety net. If your visuals, tone, and customer journey are aligned, your audience will feel confident joining, even if it’s their very first interaction with you.

3. Blake’s Lavender Festival & Orchard: Two Extensions, One Brand

Story: Blake’s is known for their cider mill, orchards, and seasonal festivals. This summer, I learned about their Lavender Festival, a softer, more serene experience than the cider mill’s “family fun” vibe of hayrides, apples, and donuts. Lavender fields, spa-style products, and curated activities created a whole new “mature family” vibe. Later, their Sunflower Festival took place, offering a bright, joyful, and playful extension of the brand. Both festivals flowed naturally from their orchard identity, farm-fresh, family-focused, and fun, showing how versatile and consistent their branding can be across different experiences.

Lesson: You can branch out into new offerings if your core values remain intact. Ask yourself: Did both arms of my business align with my umbrella brand values? If the answer is yes, they can coexist and even strengthen each other. Blake’s shows that seasonal or thematic extensions can attract new audiences while reinforcing a brand’s foundation.

4. McDonald’s: Nostalgia as a Ba Da Ba Ba Branding Tool

Story: This summer, McDonald’s revived its “McDonaldland” characters through playful campaigns, signature meals, and collectible merch. I’ll admit, I stopped in a few times just to experience it, and the nostalgia definitely came to life. 

Takeout bags are branded as coloring sheets and crossword puzzles. Exclusive merch dropped online. For '90s kids, it was a nostalgia trip brought to life. For younger audiences, it was quirky and fresh.

Lesson: Knowing your loyal audience is half the game. Don’t be afraid to revisit what already works and remix it for today. Consistency + nostalgia = powerful brand loyalty.

Final Thoughts

Summer 2025 reminded me that branding isn’t just logos, storytelling, or marketing on their own; it’s how those pieces come together to create an experience people remember and take with them. Whether it’s a TV show, a first-time event, or a global chain, the principle holds true: great branding lives in the moments people can own.

Your Challenge This Week: Write down three “signature brand touchpoints” your audience could instantly recognize as yours. Then brainstorm how to make them show up in your services, events, or content this fall.