As a brand, aiming for professionalism, trustworthiness, and capability is key. But hey, who said cracking a joke every now and then isn’t part of the game plan?
Humour in your marketing can be seriously effective. In fact, it’s not a punchline – customers actually dig it, as per the latest consumer research. So, how do you strike the right balance between making ’em smile and staying on brand?
Consumers want humour: but business leaders are wary of being funny
91% of folks worldwide fancy brands with a funny bone. Yet, 95% of business bigwigs fret about cracking a joke in their brand banter, as per The Happiness Report by Oracle and author-podcaster Gretchin Rubin.
- The numbers don’t lie – customers love a good laugh! Businesses, however, seem a bit too uptight:
- 90% remember funny ads
- 72% prefer a brand that tickles their funny bone
- Yet, only 20% use humour in offline ads, and just 18% do so online.
So, how can your brand add some spice with humour? Let’s unveil how to have a good chuckle without tarnishing your brand.
Let humour reveal your brand’s true shades – A timely quip makes your brand relatable, approachable, and lovable. Standing out from the dreary mob, it leaves customers grinning – and delighted customers are prone to splashing more cash and serenading your brand’s virtues.
To jazz up your brand persona:
- Tickle that funny bone genuinely – let your humour flow from the heart, no faking it. Stay true to you and dish out that authentic banter.
- Stay on the same wavelength as your crowd – crack jokes that hit home with your peeps. Watch those reference points, though.
- Mind your manners – Steer clear of being rude, off-colour, or too brash. Your brand humour should be light-hearted, playful, or a tad geeky, always welcoming.
- Don’t leap off the deep end into zaniness – Avoid the wacky pitfall. If you strain for laughs, you might push away your crew. And watch out for ‘wackaging’, it can ruffle feathers and crush brand devotion.
To keep your humour on track:
- Use humour that’s subtle but raises a chuckle – a well-placed joke or a witty tagline can be much more effective than a loud, over-the-top approach.
- Keep your jokes simple – don’t over-complicate your jokes or try too hard to be funny (it shows).
- Keep gags relevant for your audience – make sure your humour is relevant for your target audience. It might make you laugh, but will your customers also laugh?
Know when humour is appropriate, and how far you can go:
Humour has its time and place – being a jokester at the wrong moment may lead to a flop. Ensure your quips land well and steer clear of mishaps. Your goal? To tickle your customers’ funny bones and amp up their affection for your brand. So, when cracking a joke, keep this mantra in mind!
Here are some tips to keep you on track:
- Use your judgement – there are no hard and fast rules. But remember that a joke has to raise a giggle, not cause offence.
- Be respectful – avoid humour that’s offensive or discriminatory in any way. This means avoiding any stereotypes that will reflect badly on your judgement as a brand. Always punch up, and not down, with your jokes and keep your target audience in mind.
- Test your material – if you’re worried whether a particular joke is appropriate (or not), test it out on a small group of people before airing it in a public forum.
Use fresh humour to create a unique brand personality
It’s crucial to keep your humour fresh. Using tired gags risks branding you as a copycat with no spark. So, keep those jokes crisp and clever.
When it feels spot-on to sprinkle some humour into marketing or blog content, go for it! Let your brand’s true personality dazzle.
Be real, be witty, and reveal your funny side to customers. No regrets, just giggles! Looking for a bit of inspiration? Our Business Advisory services have a sprinkle of brand and marketing to help you on your way.
