Why Using Humor in Branding is a Competitive Advantage
Standing out isn’t a matter of taste, it’s a matter of survival.
As a branding agency that specializes in brand personality—leveraging fun and humor as a core strategy to launch brands that snag (and keep) attention—we know firsthand how effective this approach is.
And we don’t just leverage humor because it’s the most fun creatively, we do it because…science. Yep, it’s is more than just comical, it’s chemical. It’s also other ‘c’ words — no, not that one — clever, calculated, converting, cheers-worthy.
Humor in branding is more than just comical, it’s chemical. It’s also other ‘c’ words — no, not that one — clever, calculated, converting, cheers-worthy.
When served up properly, it’ll leave your competitors shaken and your consumer stirred. And honestly if you try and stop us from making cocktail analogies we’ll throw a drink in your face.
SO, HERE’S THE WEIRD SCIENCE BEHIND HUMOR:
There are three primary emotions that release adrenaline into your system — fear, grief, and laughter. First of all, holy smokes. Second of all, one of the things adrenaline is great at is cementing an experience in your brain. Which means that if you want your audience to remember you and feel motivated to take action, you can either make them feel scared, sad, or bleeping delighted.
And for real, who wants to be the grief guy? Hard pass over here.
A Better idea: become one of the rare brands willing to say something fresh; willing to dissent, willing to sell with fun not fear. Because in an overly-saturated marketplace full of folks with alarmingly-short attention spans, the only way to catch the eyes or feelings of your audience is to stop doing the expected, boring, feel-bad stuff everyone around you is doing and start using fun and humor to drive your message home.
When you unite humor with strategy, big things happen. Namely:
The ordinary becomes entertaining,
The complex becomes digestible,
The predictable becomes compelling,
The controversial becomes approachable,
Your brand becomes a household name.
Sounds pretty good to us.
