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Years ago, my mom looked at me and said, "Huh — I've never thought of you as funny!"

Point blank. Daughter, you are not funny.

I don't remember exactly when this mud was slung. I don't remember the context. But I remember my adolescent indignation.

After all, I…

✅ Laughed my head off at inside jokes while my dorky friends painted their World of Warcraft figurines

✅ Went down punny, lexicological rabbit holes with my dad

✅ Watched the hell out of Billy Madison (for the record: conditioner is better, and damn, that movie has not aged well)

But I wasn't exactly showing up to open mics to see how my tight five played with the audience.

There are a lot of ways to be funny, though. Examples? Thought you'd never ask.

• Corny/dad jokey: Steve Carell as Michael Scott in The Office

• Nerdy: Think Big Bang Theory, which I am not ashamed to admit find hysterically funny (don't @ me)

• Punny: This T. rex absolutely slaying

• Scatological: Do not watch Nick Kroll's Netflix special, Little Big Boy, if you aren't down with poop humor

• Dry/wry: Pretty much all British humo[u]r

• Dark: American Psycho, Get Out

• Physical: Lucille Ball, Chris Farley

• Weirdo/esoteric: You have just decapitated Shia LaBeouf

Looking back, I can admit that, most likely, I objectively wasn't funny in any of these ways when my mom told me I wasn't funny.

But I WANTED TO BE FUNNY and am now out here cracking jokes (especially when I'm nervous or scared) like I've got something to prove. 🤨

Thank you, mother.

But guess what, %FIRSTNAME%?

You don't have to be funny. And neither does your brand.

I'm not sure where the assumption came from that you have to be funny to have a compelling voice. But "Do we have to be funny?" is a common question I hear from clients when we're working on their brand voice.

And in fact, there are some businesses where humor wouldn't really be appropriate.

A funeral home, for example: Gallows humor probably won't go over well with a generally grieving audience. A touch of lightness to cut through the maudlin, perhaps yes! Attempts at hilarity…no.

Consider your audience. Consider your offering. Consider what feels natural to you. Then define it — be specific, but don't try too hard. Refine it — don't overthink it.

And wield it with care.

You're doing great,
Paige

P.S. I'm dreaming up a digital course all about brand voice. Can you help me make it rad? Grab a 20-minute slot on my calendar — there's a free coffee in it for you! ☕️ #notabovebribes