“The keys to brand success are self-definition, transparency, authenticity and accountability.” – Simon Mainwaring
Grabbing audience’ attention in this over-information era is surely not an easy thing to do. Thus, marketers need to think of a new way to be able to attract their audience. Therefore, humorous branding is created.
Branding with a hint of humor is not new, but it is certainly the next trend in the branding world. You have less than 7 seconds to grab attention.Humor can be an effective way to build personal connections with your audience, and a number of “cool” brands, especially food and consumer product brands, are using it in their content marketing strategies to achieve more visibility and shares.
Who doesn’t love a good laugh? Using humor is a way to get your reader into that happy and positive mindset, which makes them easier to convert. But, keep in mind that humorous branding also have risks. You cannot treat it like a personal joke to a friend, you must think about it thoroughly before publication. Make sure it will not hurt or insult any parties involved, especially your target audience.
Don’t forget about your brand’s image too. It will be best if your humor reflects your brand’s image. There are also times where you need to stop a while from doing humorous branding, or might just use it as a little part of your strategy. You need to understand when and when not to use humor in your branding strategy. This means you need to understand fully your audiences’ pattern, preference, and habits.
What about B2B companies? Should they use humor in their branding tactics? Yes. If simplification and audience engagement is the goal of your content, you could do more than just trying to entertain. In order to make that psychological experience happen, yes, it’s best to use humor to grab an audience early on in your relationship with them. All your competitors are using the same language and data to market themselves, so you have the element of surprise.
You might think, what if humor doesn’t fit in the product I’m selling? What if my brand’s image is more formal and doesn’t suit with humorous things? Don’t worry, sometimes flipping your customer’s expectation is a good way of branding, but mind the time and context of when you are doing humorous branding. There are still a few ways to use humor, especially if your audience isn’t expecting it, but the risk of offending your audience is higher here. Just be more cautious and beware when you decide to do humor.
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