Ride Your Wave: What a Jet Ski Race on the Hudson Can Teach Us About Bold Branding

This past weekend, hundreds of jet skis tore across the Hudson River in New York City in a spectacle known as the NYC Jet Ski Invasion. From the East River to the Statue of Liberty, up past the George Washington Bridge, the riders weren’t just making waves. They were making a statement.

As my adult daughter and I stood on the deck of the Baylander IX-514, a ship that served in the Vietnam War and is now docked at West Harlem Piers, we watched the procession of jet skis slice through the water. I saw more than speed and skill. I saw branding in motion. Branding that was unforgettable, unified, and energized. Whether you're defining your personal brand, building a small business, or branding your nonprofit, there are lessons here that could help you go full throttle, much like these jet skis:

1. Claim Your Space, Loud and Clear

The NYC Jet Ski Invasion wasn’t subtle. It didn’t ask for permission. It showed up, owned the water, and turned heads. In branding, subtlety has its place, but there comes a time when your audience must know exactly who you are and what you’re about. Your brand must have the courage to showcase its courage and power, whether online or in the work or home office. Be clear, be bold, and be loud when it counts.

2. Consistency Creates Credibility

This wasn’t a one-time event. Since 2017, this community of riders has returned each year, rain or shine. It’s a tradition that people expect and respect. Your brand, too, must show up consistently. Through your messaging and mission, you create trust over time. Anyone can show up once. Great brands build legacy by showing up again and again.

3. There’s Power in Unity

These weren’t random riders. They moved as one, hundreds strong, flanked by safety boats and Harbor Patrol, symbolizing what’s possible when purpose aligns. It was an impressive showing. I was in awe. Branding isn’t just about standing out. It’s also about creating alignment. From your team to your community to your partnerships, a brand thrives when everyone is moving in the same direction.

4. Energy Attracts Energy

Watching the event, I could feel the buzz in the air. Spectators stood along the Hudson River Walking Trail. Watching. Fascinated. Why? Because energy attracts attention. When you pour real passion – real energy - into what you do, your audience will feel it. They’ll lean in. They’ll tell their friends. That’s how word-of-mouth becomes a wave.

5. Tell a Bigger Story

Yes, this was about jet skis. But it was also about community, adventure, visibility, and joy. In the same way, your brand can be more than your product or service. It can become a movement. A voice. A bridge. The brands that stand the test of time aren’t just selling something. They’re saying something.

So, whether you’re launching a business, reshaping a message, or rediscovering your purpose, take a lesson from the Jet Ski Invasion: Make your brand something that can be seen, felt, and remembered.