When was the last time a brand social account made a pop culture reference or “joke” so painfully out of touch that it made you cringe? This morning? Far too many brands fail to use humor in content marketing in ways that feel relevant, authentic, or genuinely funny.
Allie LeFevere and Lyndsay Rush, founders of Obedient, are on a mission to change that. Their agency guides clients through the process of building a unique brand voice. Some of their favorite projects have involved bringing humor to brands in even the driest industries.
In this episode of The Content Experience Show, LeFevere and Rush explore how to tailor brand humor to a specific audience, maintain consistency, and build trust before attempting an edgy or drastic messaging move.
In This Episode:
Common Pitfalls for Brands Attempting to Bring Humor or Relevance to Their Messaging
In order to build a relationship with another person, you need to understand them. You come to know what to expect and what you're going to get from them. It builds trust and loyalty. As a brand, it’s important to do the same in order to connect with your audience.
“If people don’t really understand you or don’t know you or don’t feel endeared to you in some way, you haven’t earned the right to play.” – @rushbomb
The Importance of Consistency and Through-Lines When Developing a Brand Personality
One of the major mistakes brands make is using humor before people really know them or before they’ve earned it. Consistency is important, and if a brand decides to post a meme or tell a joke out of nowhere, it’ll fall flat.
“How do you bring lightness to something without making light of it?” – @rushbomb
Advice for Maintaining a Fresh and Authentic Brand Voice
While it’s important to have a consistent brand personality, it’s a good idea to tweak your tone to suit the channels you’re on. For brands, this often means being more playful on social, dry and direct in email marketing, and concise on your website.
“Humor can be a bit disarming—in a good way. It can bring comfort and reliability.” – @AllieLeFevere
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