Companies that make me laugh create positive memories for me—of the service experience and brand. Using appropriate humor is an authentic way for companies to express their uniqueness while making it memorable for customers.

Here’s an example from Chipotle Mexican Grill:

Employees at Chipotle place to-go orders in brown bags with handles. Handles are unique—you don’t see that at most quick service restaurants—but what’s truly memorable to me is the message printed on the bottom of its bags:

Don’t throw this bag away!

Try these other uses:

• Cat carrier
• Put handles over ears…hands-free burrito eating
• 401(k) statements filing receptacle
• NOT recommended as a parachute

Besides reinforcing the importance of recycling, Chipotle uses appropriate humor to extend the service experience from the restaurant to the customer’s home or office.

Compare Chipotle’s to-go bag with one from a typical quick service restaurant. What’s different about it? Chipotle’s bag is so unique to me that I devoted a blog entry to it. In an environment where so many products and services are seen as bland, ordinary, and routine, Chipotle’s to-go bag makes an impression!

Look around your own business. What are some ways that you can transform products and services that are ordinary into something unique and refreshing—using appropriate humor, design, or some other attribute?