The world’s a pretty serious place. So, when it comes to your brand, why not have a little fun? Humour isn’t just for stand-up comedians or office banter. It’s a powerful tool in copywriting—a tool that helps your brand connect, engage, and, most importantly, stick in people’s minds. And yes, I’ve got some science and stats to back that up!
Why Humour is Your Brand’s Secret Weapon
Humour is like that friend who always knows how to break the tension. It creates a connection, makes things more approachable, and turns what could be a dull experience into something people actually enjoy.
The same thing happens when you infuse humour into your brand’s tone of voice. According to research by Nielsen, people are 47% more likely to remember something when it makes them laugh.
So, if your brand copy can get a chuckle, your customers are more likely to remember you.
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IKEA and Oatly: Cracking Jokes, Building Brands
Take a look at IKEA. They’ve nailed the art of playful copy.
From their product names to assembly instructions, they’ve turned the frustration of building flat-pack furniture into an experience that’s both relatable and funny. IKEA’s tone of voice makes the brand feel like that helpful (if slightly cheeky) friend who’s there to guide you through it all.
Oatly is another brand that’s made humour their secret sauce. They’ve mastered the art of being witty and a bit rebellious.
Their oat milk cartons are filled with clever, tongue-in-cheek messaging like, “It’s like milk, but made for humans.” This isn’t just playful; it’s a brand positioning that makes you think—and laugh.
And Oatly’s humour has paid off big time, with their revenue skyrocketing from $6 million to $200 million in just five years.
The Science of a Good Laugh
Humour doesn’t just make people smile; it also helps them remember. According to a study from 2018, laughter boosts memory retention.
So, when your brand’s tone makes someone laugh, you’re not only grabbing their attention—you’re helping them remember your message. And isn’t that the goal?
Humour also triggers endorphins—those lovely little chemicals that make us feel good. So, by using a light, fun tone in your copy, you’re effectively making your audience feel positive about your brand. And we all know that positive feelings lead to brand loyalty.
Words: The True MVP of Branding
Sure, a logo or colour scheme can grab someone’s attention, but it’s the words that give your brand its real personality.
Think about it: without its quirky tone of voice, IKEA would just be selling furniture. Without its cheeky packaging, Oatly would just be another plant-based drink on the shelf.
The tone of voice is what transforms these brands into experiences.
A study by MarketingProfs revealed that 80% of consumers are more likely to remember brands with a distinct tone of voice—especially one that’s fun or quirky.
Why?
Because humour makes your brand feel like a real person, not just a faceless corporation. And in today’s world, people crave that connection.
More Than Just Laughs
But humour in copywriting isn’t just about making people laugh for the sake of it. It’s about making your brand approachable and memorable.
It can take complex or dry information and make it engaging. You can turn a basic product description into something that’s a pleasure to read.
Imagine selling a lamp by saying, “Brighten your life (and your mood).”
Suddenly, you’re not just selling a lamp—you’re selling an experience. That’s the magic of a well-crafted tone of voice.
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Humour Sells—But It Also Connects
People don’t just buy products; they buy into brands.
And humour helps your brand stand out from the crowd. It’s not just about telling a joke—it’s about building a relationship with your customers.
A light, witty tone of voice makes your brand feel more human, more relatable, and ultimately, more likeable.
In the end, humour is more than just a fun add-on to your brand’s copy. It’s a strategic choice that can transform the way people interact with you.
And if you can make your audience smile (or better yet, laugh), you’re well on your way to building a brand they’ll remember—and love.
So, next time you’re writing for your brand, don’t be afraid to crack a joke or two. After all, words are your brand’s best friend—and a little humour goes a long way.
