But does it spark joy?

Why Your Brand Needs to Spark Joy (No, Really)

Let’s be honest: we’re all a bit over it. The news are heavy to say the least, the doom scrolling is inevitable, and the brands are shouting louder and louder just to be seen. Somewhere in all that noise, we forgot something simple: people just want to feel good.

Enter: joy.

As a brand strategist, I see it all the time—brands that find ways to genuinely spark happiness and enthusiasm in people's everyday life? They’re the ones that stick. You remember them, you go back to them, and yes - you tell your friends. Because joy isn’t just cute. It’s powerful. It makes people feel something. And that’s golden.

Why Joy Is Back

In 2025, people want more than just "useful." They want a little spark. Something that lightens the mood or makes them smile for a second (especially in this economy...). The brands getting it right? They’re not afraid to be a bit playful, to show a sense of humor, or to bring a little delight into the everyday.

Think unexpected packaging, clever copy, a wink in your brand tone, or just not taking yourself too seriously. People love that. It feels human.

Joy Isn’t Fluff—It’s Smart

Let’s clear something up: bringing joy isn’t about sticking a smiley face on your logo. It's not a big LOL moment. It’s about knowing what your audience actually enjoys—and delivering that in a way that feels you. With finesse.

It could be a line of copy that makes the corners of the lips slightly curl. A message that feels oddly spot-on. Or a small detail that makes your customer feel seen. Joy can be subtle. But it’s always intentional.

So, how do you bring in more joy?

Start by paying attention: What actually makes your customers smile? What are they sharing, reacting to, laughing about?
Check in with yourself: What parts of your brand work bring you joy? That energy is contagious.
Don’t be so serious all the time: Joy often lives in the small stuff. The human experience. Give yourself permission to play.

Let’s Think About This:

If your brand were a person—would you hang out with them? Would they brighten your day or just talk about themselves?
Where could you add a bit more personality, humor, or warmth?
And here’s the big one: what could your brand do today that might make someone smile?

Let that guide you.

Want help figuring it out? Let’s chat!