A little levity goes a long way in building rapport with your target audience

Instead of exposing their humanity, many organisations – in the name of ‘professionalism’ – shy away from expressing even a shred of soul in their brand. You see those websites everywhere – dead, boring templates stripped of even a hint of excitement. The only thing that saves them is the fact that their competition is equally soulless. Everyone is caught up in the idea that they must operate the same way. This has got to stop. Smart brands know how to connect with people on an emotional level – they create a sense of excitement, elicit a smile, and present a playful attitude that says ‘We don’t take ourselves so seriously that we wipe out all traces of a brand personality’. They allow their

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