What’s fun about your brand?
We’re fond of saying that people don’t do business with companies, people do business with people. Its no surprise then, that successful brands are built on relationships and social interaction. What’s a great way to enhance both? Humor.
Laughter makes everyone feel good. And the good feeling that we get when we laugh remains with us even after the laughter subsides. Humor helps us keep a positive, optimistic outlook. It attracts us to others, eases anxiety and fear, and strengthens relationships. Humor and playful communication strengthen our relationships by triggering positive feelings and fostering emotional connection. When we laugh with one another, a positive bond is created. This bond acts as a strong buffer against stress, disagreements, and disappointment.
How could humor, laughter and fun benefit your brand?
1. Humor gets people out of their heads and away from their troubles.
Humor can create a more spontaneous connection with your customers.
2. Laughter helps people forget judgments, criticisms, and doubts.
Humor can create a cooperative environment for customers, instead of a defensive one.
3. Fears of holding back and holding on are set aside.
Humor can create a safe zone for your customer relationships to grow.
4. Deeply felt emotions are allowed to rise to the surface.
Humor can create an emotional connection with customers based on transparency.
Let’s look at two companies that have tapped into the power of fun and are laughing all the way to the bank: New Pig Corporation and Big Ass Fans.
Can you imagine what could possibly be fun about “cleaning the oil and grime off tanks, equipment, walls and floors in dirty factories”? Not much, right? Sometimes finding the fun can be right in front of you, if you just open your eyes…
The New Pig Corporation’s original prototype was a 40-inch nylon sleeve filled with ground corncob. While testing its absorbency in a pool of dirty oil, someone called it a pig because it looked like it was wallowing in the stuff. The name stuck. They loved it. Their first users loved it. But when it was time to trademark it, they weren’t sure that “pig” would be the best name for an industrial product. A big-city advertising agency even advised them against it. “Your target market will never accept it,” they were warned.
New Pig trusted their customers and their instincts instead. They named the product the PIG® Absorbent Sock and co-founder Ben Stapelfeld chose the name “Pig Corporation” for their fledgling company. When he discovered it was already registered to a Pennsylvania farmer, Ben simply added the word “new” at the beginning to create “New Pig Corporation.” (http://bit.ly/NyWQLl)
What could be funnier than the study of air movement? Well, a lot of things. But that didn’t stop some dedicated big fan experts from taking a hint from their customers and capturing the humor in their brand…
Big Ass Fans started in 1999 as the HVLS Fan Company, but after 3 years in business finally bowed to the sentiments of its customers and conceded that they did, in fact, design and manufacture some Big Ass Fans. It was therefore a natural step to change their name to Big Ass Fan Company, and to “adopt” their mascot, Fanny the Donkey, shortly thereafter. (pun intended) (http://www.bigassfans.com/company/)
Their career page begins with: Work Hard and Play Hard at Big Ass Fans. That’s right, PLAY.
They note that they have “an outstanding work environment allowing employees to meet professional goals, learn new skills and most importantly, have fun.” They invite those who “like being an ass”, to don the Fanny suit for a number of charitable events they support. Fun is an essential part of their company culture. (http://www.bigassfans.com/company/play-at-big-ass-fans/)
Is there something fun lurking inside your brand? Harness the power of humor and create a deeper, more meaningful connection with your customers.
Make your presence felt.
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