What are common mistakes brands make when incorporating humor into their brand story?

What do great stand-up comedians and excellent DJs have in common? The ability to, say it with me... READ THE ROOM. Your Brand is no different. When done correctly, humor can create an "inside joke" with your community, making your content resonate on a deeper level. Want to witness a masterclass in this? Check out 'Sea Moss Girlies' on Instagram. Their knack for using humor that speaks directly to the wellness community is spot-on. This approach has led to thousands of story shares on their posts, effectively attracting more like-minded people to their community. When your humor is an authentic extension of your brand story, it can turn casual followers into a loyal community.

Comedy Tailored to Your Audience: Understand who's sitting in your audience. Just like a comedian crafts jokes that resonate with their crowd, your humor must align with the tastes and preferences of your audience. Misjudging this can turn a punchline into a punch in the face for your brand's image.

Humor needs to resonate with the audience's experiences. It's crucial to know what different audience segments find amusing or inspiring. While younger consumers might appreciate sarcasm and pop culture references, more conservative groups may connect with subtler humor. Aligning humor with the audience's aspirations and life experiences is vital. Consider Bud Light's example: their attempt at inclusive marketing, though well-meaning, missed the mark with their main audience, leading to disconnection. This highlights the importance of balance: your approach should enhance, not undermine, the connection with the primary audience. Crafting humor that is both empathetic and relatable, is essential for brand loyalty and relevance.

I would say that humor should be used if aligned to your brand essence. If you target a certain demographic that appreciates humor, then for for it. And if it’s part of your brand dna, you don’t have to worry what people think because it works with who you are.

A brand story conveys the essence of a brand. It involves crafting an authentic narrative that emotionally resonates with its customers, highlighting the product’s benefits and how they satisfy the client’s needs. The story of a brand is a long-term constant, adaptable in the early stages of a brand’s life but tends to become more consistent over time. Humor risks being offensive or transient, and it can become bland over time due to oversaturation, overshadowing the brand’s essence. Although it’s occasionally effective for some brands, the likelihood of encountering pitfalls is generally high.

Consistency is Key: Your brand's use of humor should be like a character in a beloved TV show – consistent and recognizable. If your brand's voice fluctuates between serious and slapstick, your audience might feel like they're watching a channel that keeps changing.

Bringing humor to your brand takes courage. Many brands will take a step in a humorous direction but fail to commit to it as part of their brand voice. This goes back to really knowing what your brand stands for and understanding your audience. Humor/distinctive brand voice is not a one-and-done type strategy, but something that needs to be utilized and implemented with consistency across all your marketing channels.

A brand's inconsistency with humor can dilute its essence. While humor can be a potent tool, its misapplication might lead to confusion among consumers, eroding the established brand image. Consistency doesn't imply rigidity; rather, it demands a cohesive integration of humor within the brand's narrative, ensuring each instance aligns with its core ethos. Humor should amplify, not distract, from the brand's essence, fostering a deeper connection and resonance with its audience.

Establishing a brand's identity and defining the range of communication it can operate within, is essential to ensure consistency and avoid crossing lines that could negatively impact consumer perception. This range acts as a guardrail, keeping the brand's messaging congruent with its core mission, and within boundaries that resonate with its audience. To achieve this, consider this strategies: Brand Guidelines: Develop comprehensive brand guidelines that outline your brand’s tone, style, and messaging Regular Audits: Conduct periodic reviews of your content across all channels to ensure it aligns with the brand identity Feedback Loops: Implement feedback mechanisms, both internal and from your audience, to gauge how the brand is perceived

A good barometer of humor as marketing can be as simple as passing the “follow-up” test. If your marketing team finds that it needs to explain the joke or “prove” why it is funny; or worse, if the campaign tries to bake the explanation into the actual delivery of the message, it is usually a strong sign that the concept is half-baked or missing key ingredients. In humor, we must strive not to underestimate the intelligence of our audience by having to brand-splain our side of the story. At the same time, we must also not overestimate their tolerance for backstories that are too convoluted to feel organic. Humor should always feel effortless and instantaneous; wit can extend the humor further, but it still must HIT right away.

There are many examples of pharma companies trying to be funny and missing the mark. One example is a commercial for a hormone-free contraceptive called Phexxi. The commercial tried to make the product sound fun and relatable by listing a bunch of made-up symptoms like "birdwatching neck" and "pickle jar-opening wrist." The ad ended up being more cringe-worthy than funny and actually turned a lot of people off from the product. It's a perfect example of how humor can be a double-edged sword - if it's not executed well, it can have the opposite effect of what was intended.

There's a fine line between trying too hard and not try enough, each impacting brand identity significantly. Too Hard: Sounding Desperate: Overdoing can make a brand seem desperate for attention Appearing Cheesy: Excessive attempts can come off as cheesy, alienating the audience Annoying Audience: Forcing humor can irritate rather than engage Not Trying Enough: Being Dull: Insufficient or overly safe jokes can render a brand dull and forgettable Seeming Detached: Minimal effort might come across as a lack of personality or engagement with audience. Irrelevance: Failing to use humor can make a brand seem out of touch with audience. Knowing when and how much effort put into humor, is key to maintaining a strong, relatable brand identity.

All l can say in reply is- Did you hear about the guy who went to the dentist and all he had was a dollar? They gave him buck teeth.

Effortlessly Funny: Striking the right balance with humor is crucial. It should feel as natural as laughter among friends, not like a forced punchline in a strained conversation. Overdoing it can seem desperate, while not doing enough might not register at all.

I hate the idea of traditional market research. Sometimes you just need to put something out in the world and get their response. If the clients and your designers all are laughing at the same joke, you don’t need to test if it’s funny. Because testing sometimes has. The habit of removing the funny from the creative.

Test Your Jokes: Just like testing waters before a dive, measure your humor's impact. Use focus groups, surveys, or social media engagement to gauge how well your humorous content lands with the audience. This feedback is invaluable for refining your approach.

Embracing cultural shifts and societal changes is vital to avoid the pitfall of stagnant humor. Brands must be attuned to evolving norms, values, and sensitivities, ensuring their comedic approach aligns with the current cultural landscape. By staying adaptable, brands can remain relatable and resonate with their audience, fostering a dynamic connection that withstands the test of time. This responsiveness not only prevents the risk of outdated humor but also showcases a brand's ability to engage and evolve in step with the ever-changing world around it.

Evolving with the Times: A joke that was hilarious last year might be a dud today. Your brand's humor needs to evolve with cultural trends and societal norms. Stagnant humor is like an overplayed sitcom rerun – tiresome and unengaging.

In essence, weaving humor into your brand's story is an art form. It's about knowing your audience, staying true to your brand's voice, and constantly adapting. Done right, it can turn your brand from just another name in the market to a relatable, engaging presence that resonates with your audience.