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I am back with this week's exclusive strategy to differentiate your small business or startup in a crowded market and steal market share from competitors.
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Using humor, wit, and playful elements helps connect with your audience, makes your brand memorable, and differentiates you from the competition.
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Old Spice, for example, has revitalized its brand image by embracing quirky and irreverent humor in its advertising campaigns.
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Their commercials often feature unexpected twists, absurd situations, and over-the-top characters, capturing the attention of their target audience and making their brand memorable.
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Similarly, Dollar Shave Club disrupted the razor industry with its humorous and relatable marketing campaigns, poking fun at the traditional razor industry and offering a more affordable and convenient alternative.
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Their viral video, featuring CEO Michael Dubin delivering a hilarious monologue, helped launch the brand to success.
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These brands have successfully positioned themselves by humor, attracting customers who appreciate a good laugh and a brand that doesn't take itself too seriously.
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Positioning by humor isn't about being silly or unprofessional; it's about using humor strategically to connect with your audience, make your brand memorable, and differentiate yourself from the competition.
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Here are some actionable steps you can take to use this strategy:
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Identify your target audience's sense of humor: What kind of humor does your target audience appreciate? What makes them laugh? What are their cultural references and shared experiences?
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If needed, conduct market research, surveys, and social media listening to understand your target audience's sense of humor and what they find funny.
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For example, if you're a snack brand targeting millennials and Gen Z, you might find that they appreciate self-deprecating humor, internet memes, and pop culture references.
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Develop a humorous brand voice: Infuse your brand's voice with humor, wit, and personality. This could involve using puns, wordplay, or unexpected twists in your messaging.
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For example, you could create a quirky brand mascot, use playful language in your social media posts, or incorporate humorous illustrations or animations in your marketing materials.
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Create humorous content: Develop content that makes your audience laugh, whether it's funny videos, witty social media posts, or lighthearted blog articles.
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For example, you could create a series of short videos featuring your brand mascot in funny situations, share relatable memes about everyday struggles, or write humorous blog posts about the lighter side of your industry.
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Be mindful of your audience: While humor can be a powerful tool, it's important to be mindful of your audience and avoid humor that could be offensive or insensitive.
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Avoid using humor that is based on stereotypes, discriminatory, or makes light of sensitive topics.
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By strategically positioning your brand with humor, you can create a positive and memorable experience for your audience, differentiate yourself from the competition, and build a brand that people enjoy interacting with.
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Thanks for reading. See you soon!
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Hitesh Sahni from HypeGig
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