Using Humor to Confront Ambiguity

BÉIS got very real about tariffs, winning customers hearts and brand loyalty in return

If there’s one constant in the world, it’s change, which is frequently accompanied by uncertainty, ambiguity, and unknowability. Businesses are trying to keep up with the ever-changing regulations coming from the US’ Executive Office, and are struggling to explain how tariffs will impact pricing. Amazon announced they would add a “tariff charge” to their checkouts and drew the wrath of the President, forcing them to quickly and publicly walk back from that idea. In each company’s quest to connect with and retain their customer base, they walk a fine line of how to be authentic without damaging their brand and reputation. BÉIS, a small, trendy luggage company, decided to confront the issue head-on, using the same voice they’ve always used to connect people to their brand – funny, a bit self-deprecating, and candid.

(Side note: I’ve been using the em dash – my favorite punctuation mark – for more than 30 years. So, to answer the potential question in the back of your mind, no, ChatGPT didn’t write this post. I write all of these posts because I want to connect with you human to human, just like BÉIS does. Now back to their great example…)

First off, a hat tip to Talia Solomon on LinkedIn for sharing this with a broader audience beyond BÉIS’ existing customers. I didn’t know much about the brand before stumbling upon her post, but BÉIS quickly garnered my attention and I’ve certainly started following them now. They are the epitome of what I help clients of The Connectors work on – using their platform to move beyond transactional sales to cultivate a connected customer base. Facing the incredible challenge of unknown price hikes, BÉIS decided to email their customers directly and use humor to keep their connection strong:

Marketers everywhere are calling this a masterclass in communication. Why? Because it’s distinctly human and clear, and breaks through the noise that everyone is making right now. It’s true to who they are, with no fancy or vague language to complicate the message. They use humor to address a very tough message, because all of us know that sometimes all you can do is laugh in the face of challenges. They put their connection with their customers first, and even while being funny, have demonstrated great empathy for the financial uncertainty that customers are also facing.

Beyond just a communication message, this is a masterclass in authentic connection and shows that, even through an email, you can establish a relationship with people who will want to engage with your brand, even when times get tough. The “we’re in this together” message makes them much more than just a place to get luggage, it gives people a reason to be loyal.

Do you struggle to connect with others, particularly when you have tough messages to deliver? This is where The Connectors can help through both our open enrollment workshops and coaching sessions. Not sure what’s right for you? Feel free to reply to this post or email hello@theconnectors.net to get in touch with me directly. I’d love to help you move your company or personal brand forward.