"I do NOT recommend "always being funny" because a) that's competition for the professionals ;) b) it's probably not genuine and c) it's like over-using a very powerful weapon. You shouldn't play an entire game using cheat codes the whole time! I also think there are soft ways of adding what you call "delight" without it having to feel like you're shoving jokes down people's throats. Hipmunk isn't LOL funny, but it's pretty delightful to sort your flight options by "agony." Even the way you bid a customer farewell can offer a chance to be real/kind/human. Super cheap way is to simply reference humor related to the topic at hand. One of the greatest highlights of working at The Onion was finding how many office places and other organizations cite Onion articles to relieve tension, including among deployed troops overseas. The tension relief humor can provide is valuable, and a "brand" doesn't have to start from zero. Someone's already done it most likely." - @baratunde