Using Humor to promote Brand Awareness

“Blessed are those who can laugh at themselves, for they shall never cease to be amused.” -Anonymous

I never expected this old adage to be so prevalent in marketing these days, but why should your marketing strategy be any different than real life lessons? Case in point- Sir-Fix-A-Lot. When Doug Zborowski, a husband and father, decided to launch his own handy man business in late 2006, it was immediately apparent that we should pull from his boisterous personality and translate it into the branding of his new company. It was imperative that we communicated the level of personal care he was bringing to the trade as well as his level of professionalism and utmost attention to details, but in an unexpected way.

For Sir-Fix-A-Lot, clever, sometimes humorous copy that reveals a unique brand personality and the use of typography as the primary design element were used to generate interaction with the public from the get go. Starting with the logo, the ad campaign, electronic marketing and uniform shirts, everything stays true to this philosophy and reinforces the direction of the brand strategy.

There’s a lot here we can learn from Sir-Fix-A-Lot about being able to laugh at ourselves and turn it into positive marketing. Think about it- what are your customers already saying about your company/brand? Using humor to turn it into something positive and more memorable is a good thing. For the most part and although this rule doesn’t apply to every industry, people like funny things. They relax and pay attention when they know you have a sense of humor. It puts them in a good mood, and it creates a more comfortable atmosphere and a more positive image for your company. It makes you easy to approach, and easy to remember.



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