The need to have fun or be fun is built into our human DNA.
When things get too serious, people become uncomfortable and don’t know how to react appropriately. An element of light-heartedness relaxes the mood and reminds the consumer that we are all human. It bridges the gap between the person selling and the person buying, and makes the entire exchange a more personable experience.
Infuse “Fun” Into Your Marketing Plan
Marketing is at its core a creative process. Approaching your message in an unexpected fashion or by infusing a sense of humour into your strategy is one way to draw in an audience who will be delighted by your down-to-earth sales approach.
If you watch any modern television commercials, you see plenty of examples of products being sold in a way that “gets the sillies out.” This is a great way to engage consumers without ignoring the fact that you are essentially promoting your wares in a space where they dry advertisements aren’t welcome. Nobody likes to watch commercials, but a commercial that has entertainment value is tolerable, and if it really makes you laugh it will be memorable. You can adopt this same concept into your strategic branding, and go further faster by adopting this method.
Personality Makes A Product Relatable
Another benefit that comes with introducing elements of “fun” to your brand identity is the opportunity to put your own personality into your product. Essentially this means that you and your message are one and the same. In the modern marketplace, brands need to have identities that reflect human qualities, including: attractiveness, relate-ability, and a sense of humour to make up the full package. Incorporating these elements makes your company more relatable and less intimidating, which encourages that ever-important brand loyalty.
There are so many great examples that we could use to demonstrate this principle in practice. Think of some of your favourite campaigns from the last few years. The “Old Spice Guy” commercials are a great example. Have marketers become comedians or have comedians become marketers? Who knows, but either way, every once in a while some brand campaigns become immensely memorable because of their humour. This playful nature is something to consider building into your own approach – as appropriate – as you grow your business.