Humor has always been very impactful for branding and marketing strategies.
As you might have noticed, the most successful and impactful commercials are usually the ones filled with funny yet brilliant catchphrases, such as Snickers’ “You’re not you when you’re hungry” or Kit Kat’s “Have a break, have a Kit Kat”.
So, how is humor important for brands and for the process of branding itself?
Humor makes brands easier to approach
Image Source: boredpanda.com
Using the help of the internet, fast food chain Wendy’s has gained internet fame after their creative and innovative approach on Twitter, one of the biggest social media platforms on the internet. Often pictured as a sassy girl, the brand uses Twitter to strengthen their brand by ‘roasting’ the naysayers and occasionally, their competitors too. This approach is loved by millennials, resulting in two-way communication between the brand and their potential customers.
Humor helps to build brand awareness
The perfect example for this would be Old Spice and their hilarious commercials. It is believed that the brand is not as big as they are today before their commercials, one of them being ‘The Man Your Man Could Smell Like’. That means, the humor strategy that the brand used was very effective not only to attract new customers, but also to retain existing customers.
Humor makes brands become memorable
There are countless types of brands that is being sold right now and obviously, nobody in this world can remember every single one of them. To overcome that problem, brands need to look for a way for people to easily remember them. Have you ever noticed why famous brands’ taglines are somewhat catchy and funny? It is simply because they want people to easily remember them.
Humor helps to create a fun image to the brand
This one’s quite obvious, would you rather buy a product from a gloomy-darkish brand that offers nothing but sadness? Obviously not! Everybody looks for happiness. And when a brand succeeds to provide their customers the happiness they need, the customers will easily flock to the brand without hesitation.
In conclusion, you can apply the humorous strategy to leverage and build your brand, but also keep it in mind that solely trying to look funny without conveying a unique and meaningful message could actually destroy the image of your brand.
Related: The Importance of Brand Strategy
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