Humor creates connection. When someone makes us laugh, our guard drops, and suddenly we’re paying attention. We’re present. We’re engaged. And most importantly, we’re going to remember them.
We live in an era of share buttons and fleeting memes, where a joke can circle the globe in seconds yet vanish from memory just as fast. In that tension between ephemerality and impact, humor becomes a statement of identity. When your brand leans into wit, you’re effectively saying, this is who we are—you’re broadcasting your brand personality traits through a style of jest, timing, and reference points.
The data doesn’t lie: humorous content gets shared significantly more often than straightlaced posts. That’s valuable currency in a crowded digital landscape where every share extends your reach without extending your budget. Think of brands like Wendy’s X (formerly Twitter) account—playful, sharp, and widely shared.
But the power of humor goes beyond metrics—it humanizes your organization, transforming your brand from a stuffy corporate entity into something that feels like a friend. And isn’t that the holy grail of marketing—becoming part of people’s lives rather than an interruption to them? The best digital laughter feels like a wink shared among friends, rather than a sales pitch wearing a clown nose.
Not all humor lands the same way. Let’s look at some recent examples:
Patagonia has mastered the art of subtle humor that aligns with their environmental activism. Their “Don’t Buy This Jacket” campaign playfully subverted consumer expectations while reinforcing their sustainability values. The humor worked because it was unexpected but completely aligned with who they are as a brand.
On the other hand, Meta has attempted to use humor in their “Metaverse” promotions, but it often falls flat because it feels disconnected from their perceived brand identity. When your company is embroiled in privacy concerns, making lighthearted jokes about digital avatars comes across as tone-deaf rather than charming.
Duolingo’s TikTok presence features their owl mascot engaging in playful, sometimes menacing antics, reminding users to complete their language lessons. The slightly unhinged owl perfectly captures the guilt we feel when skipping practice, making their brand personality both relatable and memorable.
Yet, there’s a cautionary tale here as well. With the viral success of their absurdist marketing approach, Duolingo has recently been dedicating a large majority of their efforts to marketing while quietly replacing most of their language staff with AI. This disconnect between their playful public persona and their behind-the-scenes business decisions feels disingenuous to their history and mission of language education. It’s a reminder that humor must be backed by authentic values, not just viral potential—anything else might come back to haunt you one day.
Chick-fil-A’s 2023 “Diversity, Equity, and Inclusion” campaign stands as a prime example of misaligned humor. After years of being known for conservative values, their sudden attempt to embrace progressive ideals through lighthearted posts about “belonging” came across as calculated and insincere. The backlash was immediate, with both their traditional customers feeling betrayed and progressive audiences seeing through what felt like a transparent ploy rather than genuine conviction.
Consider Dollar Shave Club’s launch video: a low-budget skit that lampooned traditional razor ads and proclaimed, “We’re different—and we know it.” The humor wasn’t tacked on; it emerged naturally from their promise to disrupt an industry, underscoring the brand’s challenger energy and candid simplicity.
Alternatively, remember Burger King’s “Women Belong in the Kitchen” tweet from International Women’s Day 2021? This attempt at subversive humor to introduce their scholarship program for female chefs backfired spectacularly. The joke overshadowed the message, proving that context matters tremendously in humor.
At its best, brand humor is less about momentary amusement and more about tapping into collective experiences. When an outdoor apparel company winks at the universal camping calamity—snapped tent poles in the dead of night or stealth mosquito raids—you don’t just laugh at the anecdote; you feel seen. That sense of “they get my life” is a philosophical bridge: humor becomes a conduit for empathy, and empathy solidifies the brand personality traits of camaraderie and authenticity.
The rise of social media has fundamentally changed how these connections form. In the past, any humorous marketing campaign lived in carefully vetted TV spots or print ads. Today, it’s immediate, interactive, and potentially eternal (thanks, screenshots).
This shift has created both opportunities and pitfalls:
For mission-driven organizations, this evolution means humor isn’t just part of your communication strategy—it’s becoming an essential element of brand personality that audiences expect to encounter across platforms.
You might be thinking: “But we’re a serious organization doing important work. Can we really be funny?”
Not only can you—you probably should be. Here’s why:
Humor doesn’t diminish the importance of your mission; it makes it more accessible. Think about how Charity: water uses playful challenges and humorous content to address the decidedly serious issue of clean water access. Their approach doesn't trivialize the problem—it humanizes it.
For mission-driven organizations, humor can:
Developing humor-infused brand personality traits doesn’t (and shouldn’t) happen overnight. It requires understanding both your organization’s authentic voice and your audience’s expectations.
Start by asking:
Remember that humor exists on a spectrum. You don’t need to become a comedy brand—even subtle wit or gentle self-awareness can transform how people perceive your organization.
As we move forward in an increasingly divided cultural landscape, humor in branding is evolving toward greater authenticity and specificity. Generic jokes are out; insider humor is in.
Mission-driven organizations have a unique advantage here: your community already shares core values and perspectives, creating fertile ground for humor that resonates specifically with them. Think inside jokes, not stand-up routines.
This “inside joke” quality can strengthen community bonds in ways generic humor never could—and it can turn passive supporters into passionate advocates. Ultimately, humor in branding isn’t a tactic—it’s a philosophical stance on connection. It’s a recognition that behind every click and scroll is a human craving a moment of recognition, a shared grin in a sea of content.
Humor is powerful, but it isn’t appropriate for every situation. Your brand personality should include knowing when to set humor aside, particularly when responding to a crisis or tragedy, communicating time-sensitive information, or addressing criticism or concerns from stakeholders. In these moments, authenticity and clarity trump cleverness. The strongest brands know how to shift tones appropriately and respectfully.
Lately, we’ve seen a wave of advertising leaning into downright absurdity—bizarre scenarios meant to jolt viewers awake in a sea of spectacle. But absurdity for its own sake often rings hollow. When every brand tries to out-weird the next, the result can feel like an endless loop of inane skits rather than moments of genuine connection (I’m looking at you, 2025 Super Bowl TV ads).
This trend has only been amplified by the rising tide of AI-generated images and content online. There’s a very specific cadence to AI-generated content that takes on the shape of a joke without the substance—a hollow formula of setup and punchline that technically resembles humor but lacks the human insight that makes genuine comedy resonate. Without anchoring identity, absurdity drifts into forgettable noise. Every joke should serve your larger purpose: illustrating a value, spotlighting a benefit, or simply offering a moment of relief.
So, how do you nurture humor that feels inevitable rather than imposed? Start by crystallizing your brand personality traits—are you the wise storyteller, the playful instigator, the supportive companion? Let those traits guide your timing, tone, and targets.
Developing humor-forward brand personality traits doesn’t require hiring a comedy writer or completely overhauling your communication strategy. Start small:
Remember: the goal isn’t just to make people laugh—it’s to make your mission more accessible, your organization more human, and your impact more lasting.
The next time you craft a playful headline or ponder a pun, ask yourself: does this reflect my brand’s personality, or is it just a hollow echo of someone else’s joke? When you answer honestly and let your core identity guide the humor, you’ll find that the laughs you earn are more than marketing—they’re invitations into a genuine conversation.
In a world of serious problems, bringing thoughtful humor to your communications isn’t frivolous—it’s strategic. And in those conversations built on authentic humor, you don’t just build awareness; you build relationships that help your message spread further than ever before.
Now that’s something to smile about 🙂
