When to use humour in branding

Modern branding faces a dizzying array of challenges. Consumers are bored, over-stimulated and increasingly sceptical about inauthentic marketing ploys (don't even get us started on period product branding). So engaging them in fresh, meaningful ways with a clear brand voice is the holy grail for any branding agency. 

Fortunately, the Brand Impact Awards judging panel is well-placed to dig a little deeper into the art and craft involved. We spoke to branding consultant Louise Kyme, and Studio Sutherl& founder Jim Sutherland, the two co-chairs of the judging panel, to get their thoughts on how brands can use humour and behave in a more human way.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

TOPICS
Nick Carson
Brand writer and consultant

Nick has worked with world-class agencies including Wolff Olins, Taxi Studio and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, TikTok, and Bite Back 2030. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.

Latest in Branding
Monotype quiz
What's your type? Take this font quiz to find your soulmate
Microsoft To Do
People have some Very Strong Opinions on the Microsoft To Do icons
Between the Lines
"It's not enough to be a good writer”: Zosia Swidlicka on the importance of brand language in copywriting
Clippers logos old vs new
New LA Clippers logo is an instant classic
Reddit rebrand
'Help us clean up... that was the assignment': How we made Reddit's new identity
Rockstar energy drink
"Lively, buzzy and spirited": Rockstar rebrand ditches traditional energy drink aesthetics
Latest in Features
Selection of Guinness ads throughout the ages
The best Guinness adverts of all time – from the toucan to a singing pint
Tina Touli headshot
"The 9 to 5 work routine was draining my creativity”: a day in the life of Tina Touli
Promise Mascot Agency;
How Ikumi Nakamura's 'art bible' helped create Promise Mascot Agency's grotesque mascots, and why collaboration in indie game development is vital
Stanley 'Artgerm' Lau discuses AI; a digital illustration showcases a stylised female figure, reminiscent of a comic book superhero, likely Supergirl, with vibrant colours and a dynamic pose
"In the future, there will be fewer artists like me – real artists" says Stanley 'Artgerm' Lau as he reflects on the dangerous impact of AI on art
Pittura, a short film made at ArtFX
"We wanted to talk about AI and its relationship to art" – how we made 2025’s VES Student Award-winning animation Pittura
Stanley 'Artgerm' Lau; a vibrant, dynamic illustration showcases Spider-Gwen in a dynamic action pose amidst a cityscape, radiating a sense of energy and playful confidence
"Art is not easy. You have to suffer in joy" – Stanley 'Artgerm' Lau reflects on what it takes to succeed in comic art