In personal and company branding for the luxury real estate industry, humor can be a great emotional branding tool.  But, it has to fit your brand like a glove. It must fully resonate with the personality of the luxury real estate marketing professional or company who uses it.

Southwest Airlines has done a remarkable job of incorporating humor into their brand.  On our last Southwest flight the flight attendant sang a obscure Christmas Carol to the passengers, off key mind you, and got a “seated ovation”

You may have heard the expression, “Laughter is the best medicine”.  Benefit, the cosmetic company that took the market by storm and then was acquired by the luxury brand conglomerate, LVMH (Louis Vuitton, Moet, Hennesey),has a different twist:  “Laughter is the best cosmetic!” 

Other brands have attempted to imitate the “retro-humor” of Benefit and have not succeeded.  This quirky brand position, when executed well, is truly inimitable.  Another airline would have a tough time imitating Southwest’s brand of fun. 

Many people associate laughter and fun with less formal brands and do not associate it with luxury.  We have always believed that a great belly laugh is one of the greatest luxuries in life and unabashedly incorporated LOL (a text messaging shortcut for “laugh out loud”) into our company’s sub-brand, The Language of Luxury.

If humor is an important part of who you are as a luxury real estate marketing professional or company, by all means, find a way to express that as part of your brand. You will be surprised at how many people will resonate with it!


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