Your brand might be
The Jester
your brand is here for the lightness. it drops people's guard, doesn't take itself too seriously, and is genuinely good company, which is far harder to pull off than it looks
brand traits
playful, quick, warm, irreverent, sharp
likes
play, wit, surprise, not taking itself too seriously, making people smile
dislikes
stuffiness, ego, trying too hard, humour with no point
the trap
forced funny, straining to be liked until it turns a bit sad
you get people to drop their guard and actually enjoy you
Who Gives A Crap
Who Gives A Crap sold toilet paper by making it hilarious and then backing the joke with real impact: 50% profits to sanitation charities. The humour is on the brand, not at the customer, and the seriousness underneath makes the tone possible.
M&Ms
M&Ms sell levity through playful campaigns, but the product is always clear: chocolate candy in colours. The humour is the wedge, but the offer underneath is solid.
Duolingo
Duolingo makes language learning funny: the mascot is sassy, the notifications are playful, the copy never takes itself seriously. The humour doesn't hollow out the product, it just makes it possible to stick around.
