Why Personality and Humor Matter in Marketing
In a world where people are bombarded with ads and content 24/7, standing out is more important than ever. One of the best (and most overlooked) ways to do that? Inject some personality and humor into your marketing. In fact, personality in marketing can be one of your biggest competitive advantages.
Personality in Marketing Builds Stronger Connections
Not brands. Not logos. Not corporate jargon. When your marketing sounds like a real human with a voice, a sense of humor, and maybe even a few quirks, your audience is more likely to pay attention and remember you.
Humor in Marketing Breaks Down Barriers
Using humor in marketing, by using a well-timed joke or clever caption, helps brands feel more relatable, approachable, and trustworthy. It’s like the digital version of a smile.
Personality Helps Your Brand Stand Out
Let’s be honest: most marketing sounds the same. Adding personality gives you an edge. It helps customers know not just what you do, but who you are and why they should stick around. When done right, personality and humor will help humanize your brand.
Humor is Used by Brands You Know and Love
Some of the best brand personality examples come from companies that fully embrace humor in marketing. Wendy’s, Old Spice, Skittles, KFC… on paper they are completely different brands, but they do have one thing in common – they have all proved that laughter really is the best medicine, or in this case, the best marketing tool.
Wendy’s has turned Twitter into their personal comedy stage, roasting competitors and engaging in sassy banter with followers. Their hilarious comebacks have made them a social media sensation, appealing to a younger audience that thrives on memes and clapbacks.
Why it works:
- It feels authentic! Wendy’s sounds like a real person, not a corporate robot.
- Humor invites interaction, increasing their reach and engagement.
Lesson: Don’t be afraid to embrace a little sass if it fits your brand personality. Just make sure to read the room and avoid crossing the line into insensitivity.
Old Spice commercials are legendary for their over-the-top humor and bizarre scenarios (like a man riding a horse backward or exploding into diamonds). These ads rebranded Old Spice from “your dad’s cologne” to a fresh and funny brand for younger audiences.
Why it works:
- The absurdity is memorable! People can’t help but talk about it.
- It successfully reframes the product’s image in a bold, creative way.
Lesson: Sometimes, the more ridiculous, the better – especially if your goal is to stand out from the competition.
Skittles embraced “weird humor” with campaigns like “Touch the Rainbow” and the infamous Skittles Pox ad. They created a world where odd and unexpected things happen, aligning with their playful tagline, “Taste the Rainbow.”
Why it works:
- It appeals to people who appreciate offbeat humor and surprises.
- The brand identity is crystal clear! Skittles is colorful, playful, and fun.
Lesson: If your brand’s personality is unique, lean into it and let the humor reinforce that identity.
KFC reinvented Colonel Sanders as a quirky, self-aware character, often played by celebrities in humorous ad campaigns. From awkward dance moves to ridiculous stunts, the Colonel became a pop culture icon.
Lesson: Humor can be a great tool to reintroduce a classic brand to a new audience without losing its roots.
How to Add Personality to Your Marketing
- Write like you speak (ditch the corporate tone).
- Know your audience (what they find funny matters).
- Add some GIFs and memes.
- Stay consistent across platforms.
- Don’t force humor! It should feel natural.
- Test and adjust based on engagement.
When Humor in Marketing Doesn’t Work
There is ALWAYS a time and place for humor. Not every topic or industry lends itself to lighthearted messaging, and humor used in the wrong context can come off as inappropriate or unprofessional. A smart marketing strategy knows when to be funny and when to be straightforward.
Final Thoughts: Finding the Right Balance
Know your audience, stay true to your brand voice, and always lead with intention. The goal is NOT to be the class clown – it’s to make people smile, connect, and remember your brand.
It’s Time to Add Personality to Your Brand
So if your current content feels a little flat, try this: lighten up, speak like you’d talk to a friend, and don’t be afraid to let your brand’s personality shine. A little charm can go a long way. AND if you want help finding that voice, I’ve got you.
Whether you want to brainstorm a few jokes or you have no idea what personality to give your brand, contact me! Don’t underestimate how fun this process can be.