3 Branding Lessons From the Iconic Pumpkin Spice Latte

Happy Pumpkin Spice season!

Oops … we meant happy fall.

Nowadays, the two are basically interchangeable. Every year, the entire world seems to go crazy over a latte. It’s not because pumpkin spice is a new, groundbreaking flavor, but because Starbucks has successfully turned a drink into a feeling.

How exactly did they do that?

Let’s take a closer look at what makes this iconic beverage such a seasonal success, and what your brand can learn from it.

1. Consistency builds trust

The Pumpkin Spice Latte is incredibly consistent: it shows up every year, at the same time, exactly as we remember it. It’s a cozy, nostalgic, comforting drink that we can always count on as soon as summer winds down.

In branding, the same rules apply – which is why we constantly emphasize the power of consistency. When your visuals, messaging, and tone of voice are always aligned, people get familiar with your brand, and in turn, trust you more.

Whether it’s your logo, color palette, or tone of voice (all of which should be clearly outlined in your brand guide), that level of consistency makes your brand just as reliable as everyone’s favorite fall beverage.

Remember – consistency doesn’t have to be boring. (Here’s a reminder about How to Keep Your Holiday Marketing On-Brand.)

2. Scarcity creates demand

You can’t order your PSL in June, and that is the exact reason why people start lining up for it in September. It’s a limited-time offer that creates anticipation and excitement again and again, even though it’s been around for more than 20 years.

It’s classic marketing psychology. When something feels rare or limited, our brains naturally assign it more value because we can’t have it all the time.

Your brand can use the same concept by creating a feeling of exclusivity. In addition to seasonal drops, this can be done in other ways, such as limited-time offers, promos, or even special community perks.

Remember, when people know something won’t be available forever, they are more likely to act faster.

3. Emotions build connection

When Starbucks rolls out their famous Pumpkin Spice Latte every year, it’s more than just a coffee. It’s basically nostalgia, comfort, and the start of a brand new season served in a cup.

This is exactly what great brands do – they create an emotional connection with their community. They don’t just provide a product or service – they make their community members feel something special.

Think about the emotion you want your community to associate with your brand, and find creative ways to make them feel it each time they interact with you.

Pumpkin Spice Latte is everyone’s favorite seasonal drink (well, most people), but it also teaches some valuable branding lessons. With ingredients like consistency, scarcity, and emotional impact, your brand will be everyone’s favorite flavor, no matter the season.

Need some help whipping up the perfect recipe for your brand’s success? Reach out to us!