A serious company.
With serious people.
Providing serious services.
For serious clients.
And, of course, all of that needs to be communicated very seriously too.
So we opt for safe copy, corporate photography and impressive-sounding words. Because imagine a potential client discovering we have a sense of humour.
Welcome to the business world. Where cracking a joke can feel riskier than making a six-figure investment.
Professional doesn't have to mean deadly serious
Somewhere along the way, we got the idea that a company has to look serious to be taken seriously.
So the moment a website, ad or campaign is being developed, humour is often the first thing to go.
"Nice idea, but is it right for our target audience?"
"Could we make it a little more corporate?"
"What if people stop taking us seriously?"
And before you know it, a surprising idea has turned into a perfectly respectable piece of communication that won't offend anyone.
And probably won't stick in anyone's mind either.
Funny, really. Because the very same director who argues for a corporate image in a meeting is on the sofa that evening, laughing uncontrollably at a video on Instagram.
But as soon as Monday morning rolls around and he's back at the office, everything suddenly has to be professional.
As if you have to leave your sense of humour at the door.
A smile is a response too
We live in a world where brands are constantly fighting for attention.
Everyone wants to be seen. Heard. Remembered.
So we shout louder. Advertise more often. And fill our communications with ever more reasons why customers should choose us.
But when was the last time you actually paid attention to an ad because a company said it was committed to quality and service?
Exactly.
An unexpected joke, a clever play on words or a witty observation can sometimes achieve more than an entire paragraph of sales arguments.
Not because humour automatically drives sales.
But because humour does something that much of today's marketing struggles to do.
It gets a reaction.
A smile. A moment of surprise. Maybe even a conversation.
And that's a pretty good start.
Even accountants are allowed to laugh
Humour is often seen as something for consumer brands.
Beer brands. Snack manufacturers. Or companies that use quirky mascots and eye-catching campaigns to grab attention.
But why, exactly?
Accountants have a sense of humour too. Technical directors can appreciate a good pun. And procurement managers also appreciate a company that doesn't take itself too seriously all the time.
In fact, in industries where everyone communicates in much the same way, a little humour can make a world of difference.
An unexpected line on the side of a company van.
A knowing wink on the back of a business card.
A proposal that doesn't open with yet another formal introduction.
Or packaging that makes you look twice.
It doesn't have to be a grand gesture.
It doesn't even always have to be funny.
Sometimes a little playfulness is enough to show that there are real people behind a brand.
But we're not putting on a comedy show
Of course, humour has to make sense.
Not every brand needs to be funny. And not every message calls for a punchline.
Some subjects simply aren't appropriate for humour. And when a joke feels forced, it can do more harm than good.
Humour needs to fit your brand's character. Your audience. The moment.
Because there's a big difference between a brand with a sense of humour and one that's desperately trying to be the class clown.
The goal isn't to keep people laughing all the time.
The goal is to create communication that connects, surprises and stays with people.
And sometimes humour is simply the perfect way to do that.
Above all, don't take yourself too seriously
Maybe it's time we businesses became a little less afraid of making people smile now and then.
Because professionalism isn't about keeping a straight face. It's about what you do, what you promise and how you deliver on it.
You can be knowledgeable and witty.
Reliable and playful.
Ambitious and able to laugh at yourself.
And you can be exceptionally good at what you do without every sentence sounding as though it has been approved by the legal department.
So the next time someone says during a presentation:
"Isn't this a bit too funny?"
Try asking a different question.
"Or are we perhaps taking ourselves a little too seriously?"
