The Definitive Guide to Humour and Comedy in Branding
Most brands that try to use humour fail. They aren’t just unfunny; they’re embarrassing.
They produce a visceral, full-body cringe that makes you want to throw your phone across the room.
They are the corporate equivalent of a parent trying to use teenage slang. It’s awkward for everyone involved and achieves the opposite of the intended effect.
This isn’t a guide on how to write jokes. It’s a guide on how to use strategic wit—a much sharper and more effective tool.
Humour in branding isn't about being a comedian; it's about being clever enough to disarm your audience, smart enough to know your limits, and confident enough not to take yourself so seriously.
If you’re careless, your attempt to be funny will make you a punchline. Let’s make sure that doesn’t happen.
- Humour in branding can enhance memorability, disarm audiences, and humanise brands when used strategically and authentically.
- Brands often fail at humour by misapplying youth culture or relying on tone-deaf jokes that can alienate audiences.
- Successful humour types include self-deprecating, observational, surreal, and witty challenger humour tailored to the audience.
- Consistency in applying humour across all brand touchpoints is crucial to avoid the perception of it being a gimmick.
Why Bother With Humour Anyway?
With so much risk of public humiliation, why do brands even attempt it? Because when it works, it works exceptionally well. Getting humour right gives you an unfair advantage in a crowded market.
The benefits are potent and authentic.
It Builds Memorability. Our brains are wired to forget. There's even a name for it: the “Ebbinghaus Forgetting Curve,” which shows how quickly we discard information that doesn't make an impact. Emotion, however, flattens that curve. A genuine laugh creates an emotional spike, searing a moment into our memory. A 2018 study by Clutch confirmed this, finding that 53% of consumers are more likely to remember an ad if it's funny.
It Disarms Your Audience. Everyone knows you’re trying to sell them something. Their guard is up. They are cynical, ad-blind, and ready to scroll past your message without a second thought. A good piece of humour doesn't feel like a sales pitch. It feels like a moment of shared understanding. The original Dollar Shave Club video wasn't just funny; it was a brilliant “us against them” narrative that disarmed an entire generation of men tired of overpaying for razors.
It Humanises Your Brand. Humour is a signal of confidence. It shows you’re a brand run by actual human beings who have a personality, not a faceless corporation that communicates in press releases. It turns a simple transaction into a relationship and a logo into a character people want to engage with.
Why Most Brand Humour is Dead on Arrival
The path to effective brand humour is littered with the corpses of failed campaigns. These failures almost always happen for the same few, predictable reasons. It stems from one core misunderstanding: mistaking “funny” for a strategy.
It’s not. It’s a tool. And using it badly is worse than not using it at all.
Cringe Trigger #1: The “How Do You Do, Fellow Kids?” Syndrome
This is the most common and painful failure. It's when a brand, often run by a committee of 45-year-olds, tries to hijack a meme or a piece of youth culture they don't understand. They see a viral format on TikTok and clumsily paste their product over it.
The result is never cool or relevant. It’s a glaring, neon sign that screams, “We are not in on the joke.”
This kind of marketing doesn't just fail to connect; it actively repels the audience it's trying to attract. It shows you see their culture as a commodity to be exploited, not a community to be part of. It instantly dates your brand and erodes any authenticity you might have had.
Cringe Trigger #2: The Tone-Deaf Joker
Humour is subjective, and context is everything. A joke that lands perfectly with one group can be deeply offensive to another. The most significant risk is “punching down”—making fun of people with less power or influence. It’s lazy, cruel, and a massive strategic liability.
You also have the risk of misjudging the room. Making light of sensitive topics or trying to be edgy during a crisis is a recipe for disaster.
Ryanair's social media walks this tightrope with varying degrees of success. Their savage, often insulting, replies to customers are legendary. It works for their target audience—people who will endure anything for a cheap flight. It reinforces their brand promise of being no-frills. But for any other brand, that level of abrasive humour would be catastrophic, alienating customers and creating a PR nightmare.
Cringe Trigger #3: The One-Tweet Wonder
So you had one witty tweet that got a lot of likes. Congratulations. That is not a brand personality.
This is my biggest pet peeve. A flash of brilliance on one channel means nothing if it’s inconsistent. If your Twitter feed is a masterclass in snark but your website reads like a legal document and your customer service emails are written by a robot, the humour feels fake.
It creates a jarring brand experience. It signals that the “funny” part is just a gimmick—a thin veneer the social media intern slapped on. A truly humorous brand lives and breathes its personality across every single touchpoint.
Finding Your Funny: A Test Before You Write a Single Joke
Before thinking about being funny, you must run your brand through a brutal, honest filter. Answering these questions will save you from future embarrassment.
Question 1: Does It Fit Your Product/Service? Some industries have a naturally higher tolerance for humour. Selling a novelty cat toy? Go wild. Selling life insurance or running a funeral home? The bar is extraordinarily high, and the risks of getting it wrong are immense. It's not impossible, but you are playing on hard mode. The higher the stakes of your service, the more carefully you must handle humour.
Question 2: Does It Resonate With Your Specific Audience? “Millennials” is not an audience. “People who like to laugh” is not an audience. Who are your people? What are their inside jokes? What are their specific frustrations? What is the shared culture they inhabit?
Cards Against Humanity is a masterclass in this. Their entire brand is built on a particular type of irreverent, dark, and politically incorrect humour. They know their audience finds this hilarious. They would never appeal to easily offended people because they are not their customers. Your humour must be for your audience, and you must be okay with alienating everyone else.
Question 3: Can You Commit to It? Are you prepared to be funny in an email about a shipping delay? Can your sales team reflect the brand’s witty personality? Can you keep the voice consistent for years, not just for one campaign?
Humour is a long-term commitment. If you can't see it through, don't start. A half-hearted attempt is worse than no attempt at all.
Defining this core personality is the foundation of an authentic brand. It's a critical part of our brand identity services.
4 Types of Brand Humour That Work
If you've passed the litmus test, you can start thinking about what kind of funny you want to be. Not all humour is created equal. Picking the right style is crucial.
1. Self-Deprecating Humour
What it is: Poking fun at your brand, your product's minor flaws, or the absurdity of your industry. It's the opposite of corporate bragging.
Why it works: It projects immense confidence. It takes guts to admit you're not perfect, and customers appreciate the honesty. It's instantly humanising and makes your brand feel more like a friend than a faceless entity.
Prime Example: Oatly. The oat drink company has built an empire on self-deprecating wit. Their packaging is covered in copy that pokes fun at the very act of marketing. Lines like, “It's like milk, but made for humans,” or rambling, self-aware stories about their CEO show a supremely confident brand that doesn't need to shout about being the best.
2. Observational Humour
What it is: Pointing out the small, relatable truths and absurdities of everyday life that your audience experiences.
Why it works: It creates an immediate “me too!” moment of connection. It shows your audience that you get them. You understand their world. This isn't about big, loud jokes; it's about charming, gentle wit.
Prime Example: Yorkshire Tea or Innocent Drinks. Their social media feeds are masters of this. They don't talk about grand product benefits. They talk about the existential crisis of seeing only one tea bag left, or the quiet joy of a biscuit that fits perfectly on your mug. It's low-stakes, charming, and wildly effective at building a loyal community.
3. Surreal & Absurdist Humour
What it is: Bizarre, unexpected, and logic-defying scenarios that have little to do with the product in a literal sense.
Why it works: The truly weird stands out in a sea of beige, “safe” advertising. It's highly memorable and can create immense cultural cachet because it refuses to play by the rules. This is high-risk, high-reward territory.
Prime Example: Old Spice. “The Man Your Man Could Smell Like” campaign from 2010 revitalised a tired brand overnight. A handsome man on a horse, tickets turning into diamonds, and a seamless monologue had nothing and everything to do with body wash. It was absurd, hilarious, and unforgettable.
4. Witty & Challenger Humour
What it is: Using intelligence and cleverness to take a playful jab at the industry establishment, a common customer frustration, or a direct competitor.
Why it works: It perfectly positions your brand as the brilliant, savvy underdog. It rallies customers with the same frustrations and makes them feel part of a clever rebellion.
Prime Example: Dollar Shave Club. Their 2012 launch video is the gold standard. The founder, Mike, walks through his warehouse and deadpans, “Are our blades any good? No. Our blades are f***ing great.” It was a direct, witty, and excellently targeted assault on the overpriced, over-marketed incumbents like Gillette. It wasn't just an ad; it was a manifesto.
Where to Be Funny: Applying Humour Across Your Brand
A truly witty brand applies its personality everywhere. Consistency is the key to making it feel authentic rather than like a gimmick.
On Social Media: This is the most obvious and most dangerous playground. It's fast-moving and unforgiving. To succeed here, your humour must be nimble, consistent, and managed by someone who genuinely understands the brand voice. Wendy's iconic Twitter account, famous for roasting competitors and customers alike, is a masterclass in channel-specific humour.
In Your Copywriting: Your website, product descriptions, and email newsletters are perfect places for subtle wit. This is where you can let your personality shine without needing a massive budget. Poo-Pourri built its entire empire on hilarious copywriting and video scripts that tackled a taboo subject head-on with lines like, “Our business is to make it smell like your business never even happened.”
On Your Packaging: The physical product is your most direct touchpoint with a customer. A moment of wit or a charming message on your packaging can create a delightful surprise and build a deep sense of loyalty. Oatly is the champion here, turning its cartons into must-read content.
In Your Advertising: The big stage. Video is the classic vehicle for brand humour, from the Super Bowl to YouTube pre-roll. The original Poo-Pourri ad, “Girls Don't Poop,” has been viewed over 44 million times. It proved that with a clever script and a confident delivery, even a tiny company selling a toilet spray could become a global phenomenon.
A Final Word of Warning: Don't Let the Joke Kill the Message
Here’s the final, crucial test. After someone sees your funny ad or reads your witty tweet, what do they remember?
Do they remember the joke, or do they remember your brand and what you sell?
If the humour overshadows your core message, you've failed. If people are laughing but have no idea what your company does, you’ve just spent money on free entertainment.
The humour must always be in service of the brand strategy. Its job is to make the message about your value more palatable, memorable, and persuasive.
You are running a business, not an open-mic night. The goal is to build your brand and sell your product, not to get a five-minute slot at the Edinburgh Fringe.
Conclusion
Humour is a scalpel, not a sledgehammer. Used with precision, it can cut through market noise, carve out a memorable identity, and create a deep connection with your audience. Used clumsily, it will only make a mess.
The path isn't to be “funny.” It's to be clever, authentic, and consistent. It requires a deep understanding of your product, audience, and risk tolerance.
So, the real question isn't whether you should use humour. Whether your brand is brave enough to be clever, or just content with being quiet.
Frequently Asked Questions (FAQs)
What are the main benefits of using humour in branding?
The primary benefits are increased memorability, as humour creates a strong emotional connection; it disarms audiences who are typically cynical about advertising, and humanises your brand, making it more relatable and likeable.
Can any business use humour in its branding?
Technically, yes, but it's much riskier for some than others. A brand in a low-stakes industry (like snacks or novelty gifts) has more freedom than one in a high-stakes industry (like finance, healthcare, or law). The key is aligning the type and tone of humour with the product and audience expectations.
What is the most significant risk of using humour in marketing?
The most considerable risk is alienation. A joke that fails can make your brand look cringey, out of touch, or worse, offensive. This can damage your brand's reputation and drive away current and potential customers.
What is the difference between self-deprecating and observational humour in branding?
Self-deprecating humour is directed inward, making fun of your brand or products (e.g., Oatly). Observational humour is directed outward, pointing out relatable absurdities in everyday life (e.g., Innocent Drinks).
How can I find my brand's unique “voice” for humour?
Start by deeply understanding your ideal customer. What do they find funny? What are their in-jokes, frustrations, and cultural touchstones? Your brand's humorous voice should naturally extend that shared understanding.
Is being funny on social media or in video ads better?
It depends on your budget and goals. Social media allows for quick, nimble, low-cost humour but requires constant management. Video ads are a bigger investment, but can have a massive impact and a longer shelf life if done well.
How do I make sure my humour isn't offensive?
A good rule of thumb is to avoid “punching down”—don't make fun of marginalised groups or individuals with less power. Focus your wit on universal truths, industry giants, or your own brand's quirks. Test it with a diverse group of people from your target audience when in doubt.
What's a good example of a brand that uses challenger humour?
Dollar Shave Club is the classic example. Their launch video directly and wittily attacked the established razor industry for being overpriced and inconvenient, positioning themselves as the smart, affordable alternative.
Can humour be part of a brand's visual identity?
Absolutely. Humour can be expressed through playful logos, quirky illustrations, funny packaging design, or amusing photography. The visual elements should work in tandem with the brand's written tone.
How do I measure the ROI of a humorous campaign?
You measure it like any other campaign, focusing on specific metrics. Track brand recall, social media engagement rates (shares, comments), sentiment analysis (are people reacting positively?), and ultimately, the impact on traffic, leads, and sales.
If you’re trying to figure out if humour fits your brand, or how to build a personality that connects instead of cringes, it might be time for a chat. We build brands that people remember for all the right reasons.
Explore our Brand Identity services or Request a Quote to start the conversation.
