Funny brand writing worth $320M per year—the analysis
Tricks for not-so-serious but effective content design.
There are 2 things about humor I’m exceptionally skeptical about:
- live standup comedy (very awkward)
- humor as a part of content strategy (very unrealistic)
Want to make the brand sound like it’s “run by real people” by adding quirkiness to copy? First, hear me out — this is why humor is a bad idea.
Quirky copy leads to mixed feelings
Humor is a double-edged sword that’s often misunderstood. A quirky text might sound hilariously smart in your head, but the reality is that it’s hilariously subjective. Take a look at these messy examples:
And then there’s a bad personal experience with “quirky”. Even though I laughed at first, the copy sounds more unsettling now that I have used this balm for months. Downright creepy, in fact:
What’s the problem with building your brand voice on humor?
According to Aaron Walter’s hierarchy of user needs for interfaces, the “pleasurable” element of UI is a cherry on top. Just a cherry. Not the pie.
“Funny” is not enough to be functional, reliable, and usable.
Humor is a double-edged sword
Humor damages the brand if you:
- sacrifice accessibility and common sense for giggles
- overshadow or dilute the message and values of the brand
- make it sound offensive (which is way easier than you think)
- write jokes that don’t last (99% of them don’t)
The lucky (?) smart exception — citizenM
I present to you, the exception. A brand with a superior sense of humor.
citizenM is a boutique hotel chain that makes about $320M annually. The rooms are small, cozy, and not as affordable as the website claims. But everything else about the brand:
- the voice,
- the tone,
- the copy, both creative and UX,
— is of exquisite quality. Quirky, effective, helpful, and actually funny.
Let’s see how they do it.
Examples of quality quirkiness
Describing a brand is impressionist. It’s all about the first impression. I haven’t seen the website or any ads before — my partner booked us a brief stay in Zürich, so the first time I met citizenM was “in person”.
My attention was devoured by the brand’s copy:
From the pens on the nightstand to the bathroom:
And even small details like this:
Or this:
And when there’s a 100% need for copy, like this “don’t disturb” sign, they make sure to stand out most slyly:
Another thing about citizenM is that their copy is user-centric and caring:
The texts are smart and funny but don’t annoy the reader. And not only are the amenities branded wisely — the digital copy is good, too.
The online presence of the brand is also fascinating
The digital copy is brief and to the point:
And reflects the philosophy and values of the brand in a few words:
Sometimes, the copy will make you blush:
And it’s always helpful:
Bold ads that made me giggle
The placement is very well-thought:
And it’s clear that citizenM studies the area of placement and is targeted at local passers-by, it’s not generic but handcrafted for the region:
Let’s move on from examples and subjective opinions to objective measurements. What makes this brand copy worth $320M per year?
Using UX scoreboard to measure citizenM’s copy
To assess if the copy’s effective, I use the UX content scoreboard from this book. It’s a list of criteria to keep the text in check with reality and the company’s brand voice. I’m not measuring the creative writing in this case, but all the UX writing on the citizenM’s website and the objects in hotels.
UX consists of 5 different heuristics (broad rules of thumb):
- Accessible
- Purposeful
- Concise
- Conversational
- Clear
In the book, the usability scoreboard looks like this:
Let’s assess the citizenM’s copy using the criteria from the scoreboard.
Accessible
Measured by 1) language availability, 2) reading level, and 3)labeling.
- Language availability
citizenM isn’t available in other languages
It’s not common for an international brand but excludes the possibility of translation errors. Because the text is a huge part of the brand’s identity, citizenM doesn’t risk adding other languages.
citizenM uses British English
The choice between American or British English isn’t obvious if you’re Dutch like this brand, so it can be a) legacy copy or b) the primary target is British customers. Either way, copy stays consistent throughout the site.
2. Reading level
citizenM’s readability levels vary between 7th to 10th grade, which is OK (I measured all texts on the website with Hemingway Editor).
3. Labeling
Labeling = being accessible to alternative ways to read the website, like screen readers. A screen reader is software that allows people with visual impairments to use a computer. “Every element on the screen should have UX text for the screen reader to speak,” says Torrey Podmajersky.
I’ve scanned the website with a screen reader extension, and I have 2 major problems: a) no alt texts for images, so I can’t tell what images look like, and b) my extension picked up H2s and H3s. citizenM’s labeling is poor.
Accessibility points: 3/10
Purposeful
1. Clarity of actions for the user
citizenM’s website is straightforward, with options for booking a room, selecting a destination, and checking availability:
2. Alignment with the company’s business goals
citizenM’s goal is to provide design-oriented experiences. The site showcases high-quality visuals and concise hotel descriptions; emphasizes comfortable beds, integrated technology, and communal spaces; highlights values: affordability, convenience, and a sense of community.
The copy surely meets the business goal.
Purposefulness points: 10/10
Concise
Copywriting needs to be short and efficient without being mysterious.
Buttons have 3 or fewer words; the text is less than 50 characters wide and less than four lines long (on the landing pages). The information presented is relevant at this moment in the experience. The headings, subheadings, and paragraphs are kept relatively short, making it easier for users to scan and digest the content.
citizenM’s copy is concise and relevant.
Conciseness points: 10/10
Conversational
The words, phrases, and ideas are familiar to the users. This familiarity helps users feel more comfortable and engaged with the content. Directions are presented in useful steps, in a logical order.
A large part of citizenM’s identity is a feeling of having a friend that supports you in new, unfamiliar circumstances. Even if you stay alone in a large city, the texts make you feel like someone’s talking to you.
Conversation points: 11/10
Clear
By providing actions with unambiguous results, using clear UX text, and making how-to and policy information easy to find, citizenM remains clear like a Swiss lake. The same terms mean the same concepts every time.
Clarity points: 10/10
citizenM’s extra tricks for self-aware and funny copy
What are the specialties of their brand voice that make you feel at home? How come they are never cringy when trying to be funny?
1. They are self-aware
Self-awareness in funny copy means:
- that everyone gets it (unless it’s intended for a specific group like Gen Z)
- that the reader interprets the joke the exact way you wanted
- that you don’t pretend to be a real person cracking jokes to your bestie but represent a corporate entity with certain values and mission
2. They say “citizenM says” a lot
citizenM’s brand voice is often identified by the phrase “citizenM says.” It helps imprint the brand name in the reader’s memory and serves as a memorable tagline representing the brand’s official voice and perspective.
3. It’s always about you, never about them
The copy emphasizes the experiences guests can expect. It’s never about how great and mighty they are, but how efficiently they can serve you. A user-centric approach helps make you feel significant and special.
4. They love lowercase
citizenM’s style is lowercase. This design choice sets it apart visually and adds to its aesthetic, contributing to a distinctive brand identity.
5. They think that punctuation is for losers
citizenM practices an informal and playful approach, often ignoring commas and dots. But they don’t sacrifice readability. The unconventional use of punctuation adds to a unique voice and reinforces brand identity.
6. They recognize that text is design
citizenM recognizes the importance of typography and text as integral components of their overall design. They can create a cohesive and visually appealing experience with just the text alone, no visuals needed.
That’s why I can freely state that copy brings them $320M annually.
7. It’s a dialogue, never a monologue
citizenM addresses the reader directly. This helps establish a connection and fosters a sense of being personally addressed by the brand, creating a more intimate and relatable experience.
8. Users feel like they belong
The brand voice cultivates a sense of belonging. citizenM strives to create a welcoming and inclusive environment where guests feel connected.
