Word Games About Business and Branding: How to Engage Consumers with Humor
Everybody loves a good pun.
There’s nothing better than instantly making your audience and consumer smile, or even chuckle, just by hearing or seeing your business name. It’s an instant icebreaker and lets the consumer know that you are a down-to-earth and accessible business.
However, we realize that not everyone feels the same about the idea of turning a company or brand into a play on words. They may not work for everyone, and instead of attracting a consumer, they may completely turn them off. Also, there is the potential for confusion regarding different cultures and translations – if you want to appeal to a more international market, it is probably best to steer clear of a brand-name pun.
However, most of the puns against business and brands are quite unfair. Many companies are thriving on commercial puns, and this makes some companies reputable for their name alone. So, if you don’t believe in the power and attraction of puns, we hope we’ll appreciate it after reading this!
The promotion, reputation and publicity that come from simply having a pun on the trade name is undeniable, as well as ridiculously underrated.
When your business has a funny (or punchy!) Name, people will definitely take pictures and share them with their friends. Today that image is sure to end up online, on social media, and possibly in a UK epic puns trending list article.
Since all business goals revolve around earning a reputation and getting your business known, this is definitely one way to do it. This is a free promotion; you just have to make sure your phone number and business information are closely tied to the pun on your business name. For every person who clicks on that wordplay image with your business name, there will be someone who will look up what you do and will make a note of your number.
However, to get promotion and publicity for your pun name, you don’t have to wait and rely on others to draw attention to your business. For example, it can be a point of sale for a promotion or competition on social media. You can offer incentives for everyone who has taken a photo with your funny sign, or use it as a way to encourage other funny word games or business names in another campaign.
Make it memorable
Perhaps the most important and valuable fact about using a clever pun as a business name is that it is sure to be memorable. A play on words makes everyone smile, laugh, or even complain (in a good way!), And this humor helps people remember. Be careful though, as one of the worst things you can do for your business is pick a name that is misspelled in some way, even if it has been adjusted to fit a pun.
For example, you may remember an optometrist named “OptimEyes,” but would you necessarily remember how to spell it? It would not be harmful as a store, to get attention on the street, however if people tried to google the name they may be looking for a lot of wrong spellings.
Alternatively, spelling and having to explain your business names are always obstacles in naming your business or brand. Even if you give your business a relatively plain and simple name, you will be asked about your choice. At least if you are explaining an enigmatic business name, there is a story to back up your decision. It is easier to explain “OptimEyes – eyes like we specialize in”, rather than explaining how he came up with “Eyesify” and how it is spelled exactly, or worse.
Spelling aside, one of the main advantages of a wordplay name, rather than a made-up or plain name, is that there will be a story that people will enjoy hearing and will undoubtedly remember. The more fun and unique the word game and the story behind it – the better! Also, even if there is no more story than “rhyme / made us laugh”, your name will still be much more memorable as a pun.
One useful advantage of using puns in your business name, or even tagline, is that you can be quite clever with them. You can use your business pun to mean many different things and add different facets to your business and what you offer.
Of course, this is not possible for all puns, but there are some gems that can get away with multiple meanings that can be attributed to your brand in a positive way. For example, there is a supplier of cheesecakes (and we literally mean a cake, made of cheese), who mainly supplies stacks of cheese for weddings and special occasions, called C’est Cheese.
This is a great example of a word game with multiple levels of meaning that can be attributed to the provider in a positive way. First of all, their name is cleverly chosen in French, which literally means “it’s cheese”, which is true, but they are also playing on the fact that they are being cheesy in our British word associations. In addition, they play with the fact that the French line rhymes with “say cheese”, in addition to playing with the well-known French term “c’est chic”, which means “it is elegant”. There are so many positive associations with the name, as well as the fact that you will remember it, which makes for a perfect pun.
Also, even if the meanings are easy to understand, a play on words will generally add an extra layer of meaning to your business. For example, we discovered a tile laying business, simply called Bonnie Tiler. This is a perfect example of an easy pun that makes you smile with its simplicity. Of course, he plays with famous singer Bonnie Tyler, while adding the additional side of the bonny tilers business (bonny or bonnie as attractive and happy), which is a partnership that he would like to be known for as a business.
Overall, we believe that these advantages and advantages of word games far outweigh any negative associations. Of course, brand and trade name puns tend to work best for smaller businesses, primarily domestically. However, there are many examples of larger brands using puns on advertising slogans or slogans, rather than permanently keeping them in their name.
Also, some are so subtle that you may not even notice them at first: for example, Absolut vodka is famous for its advertising campaign that revolves around its name, such as “Absolut magic”. This is smart as you don’t notice it at first, but they are using your name to describe your product and add positive attributes to it, easily playing “Absolut / absolute”.
Therefore, no one can deny that word games are effective and a good way to market your business or product. Puns are recognized to be cheesy and to exist in a clever, ironic, and self-aware comic form, as business and brand puns often do. So what is it that I don’t like?