Humor is a powerful tool. It can be a breath of fresh air that has the power to foster deeper connections with those you hope to serve. It can transform a brand from a faceless entity into a trusted companion. 

The science behind the funny stuff

When we laugh, our brains release a cocktail of neurotransmitters, including dopamine, serotonin, and endorphins. These chemicals are responsible for feelings of pleasure, happiness, and well-being. This positive emotional response creates a strong association between your brand and positive emotions.

Moreover, laughter stimulates the brain's reward centers, encouraging us to seek experiences that bring joy. By incorporating humor into your marketing, you're rewarding your audience for engaging with your brand.

The psychology of humor

Humor has the power to reduce stress and anxiety, creating a relaxed and receptive environment for consumers. When people are in a good mood, they are more likely to be open to new ideas and information. This makes humorous content an effective way to deliver your brand message.

Humor can also break down barriers of skepticism and mistrust among your prospects. Tickling the funny bone may make your prospects more amenable to your brand message.

Additionally, humor can foster a sense of community and belonging. Shared laughter creates a bond between individuals, making your audience feel more connected to your brand. This emotional connection is a key driver of brand loyalty.

Humor and memory

Have you ever found yourself remembering a funny commercial long after you've seen it? That's because humor enhances memory. When we experience something humorous, our brains tend to pay closer attention, making the information more memorable. This is a valuable asset for brand recall and recognition. Plus, people are more likely to share, like, and engage with content that makes them laugh, extending your brand's reach.

Finding your funny bone

There are several ways to infuse humor into your brand. Here are a few examples:

• Customer interactions. Everyone loves a good story. Share amusing customer interactions (always with their permission, of course). A funny anecdote can humanize your brand and show your audience you're not afraid to laugh at yourself.

• Lighthearted bloopers. Mistakes happen, but they don't have to be a disaster. Turn those oops moments into opportunities for laughter. A candid, behind-the-scenes look can make your brand more relatable.

• Funny content. Create content that makes people chuckle. From witty social media posts to hilarious video campaigns, there's endless potential for humor. Just make sure it aligns with your brand's personality.

It’s no laughing matter (well, it sorta is)

Remember, humor is subjective. What one person finds hilarious might fall flat for another. It's essential to understand those you hope to serve and tailor your humor accordingly. And always test your content before launching it.

Here are a few examples of brands that have used humor to make a connection:

• Old Spice: Their commercials are legendary for their unexpected humor, often involving absurd scenarios and charismatic characters.

• Snickers: The "Maybe You Just Need A Snickers" campaign cleverly uses humor to showcase the transformative power of a Snickers bar.

• Progressive: The insurance company has built a reputation for quirky, humorous commercials that often involve unexpected scenarios and characters.

Notice that these brands cover a broad spectrum, from personal hygiene to food to insurance. This illustrates the point that any brand can embrace humor no matter what category it is in.

Humor can help create a unique brand identity, build stronger relationships with your audience, and ultimately drive business growth. Don’t be afraid to let your brand's personality shine through and make people laugh. After all, as successful brands have shown us, funny business can be good business.