Self-ironic
Honestly admits flaws with humor. Shows brand humanity.
Archetypes
2✓ What to do
• • Admit mistakes with humor • Be self-critical • Show humanity • Use meta-humor
✗ What to avoid
• • Don't undermine trust • Avoid self-deprecation • Don't mock the product • Don't overdo it
Example Phrases
"Our site sometimes lags. Like us in the morning before coffee ☕"
website"We're not perfect. But we try. Sometimes."
social"Sorry for spam. Promise, this is the last... this week."
emailApplication Contexts
social_media
9/10
Genuine posts
customer_service
8/10
Acknowledging issues
advertising
7/10
Honest advertising
Brand Examples
Wendy's
RestaurantSelf-irony on Twitter
Cards Against Humanity
EntertainmentAbsurd self-irony
IKEA
RetailAcknowledging assembly complexity