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How can you use brand personality to create urgency in your marketing strategy?

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Urgency is a powerful psychological trigger that can motivate your potential customers to take action faster. But how can you create urgency without sounding pushy, desperate, or manipulative? One way is to use your brand personality, the unique voice and tone that reflects your brand values, identity, and promise. In this article, you'll learn how to use brand personality to create urgency in your marketing strategy, and how to avoid some common pitfalls along the way.

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Ivy Elebesunu

Data Driven Communication & Marketing Strategist | Helping Startups, Founders & Individuals in Tech & Web3 | I give…
Samantha Rideout

Product Marketing @ Turquoise Health

1 Why brand personality matters

Brand personality is not just about choosing a catchy name, a cool logo, or a catchy slogan. It's about creating a consistent and distinctive impression of your brand in the minds of your customers. Your brand personality helps you stand out from your competitors, build trust and loyalty, and connect emotionally with your audience. It also influences how your customers perceive your offers, your value proposition, and your calls to action.

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Ivy Elebesunu

Data Driven Communication & Marketing Strategist | Helping Startups, Founders & Individuals in Tech & Web3 | I give results backed up by data?
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A brand is more than a logo. It entails the impression and perception people have about your product or service, Giving a brand a personality helps with direction as to communication with your audience and consistency in the market. Giving it a personality is giving your brand life.

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2 How to define your brand personality

Before you can use your brand personality to create urgency, you need to define it clearly and align it with your target market, your niche, and your goals. There are different frameworks and tools that can help you do that, such as the Aaker model, the brand archetype model, or the brand voice chart. The key is to identify the traits, characteristics, and attributes that make your brand unique, authentic, and relevant. For example, is your brand playful, adventurous, sophisticated, or rebellious? How does your brand speak, write, and act? What are the values, beliefs, and emotions that drive your brand?

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Samantha Rideout

Product Marketing @ Turquoise Health
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Remember when Amtrak tweeted "trains" and started a viral trend of one-word tweets? NASA added "universe." Starbucks went with "coffee." Even the President of the United States chimed in with "democracy." The exciting challenge was that brands were forced to summarize their brand in a single word. Things that seem effortless never are. Brands need to put in a great deal of work to know their brand well enough to define it in a word or a sentence. That's how you know you have it figured out!

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3 How to use brand personality to create urgency

Once you have defined your brand personality, you can use it to create urgency in your marketing strategy. To do this, utilize your brand voice and tone to craft headlines, copy, and calls to action that resonate with your audience and evoke a sense of urgency. For example, if your brand is friendly and humorous, use words like “hurry”, “don't miss”, “last chance” or “oops” to create urgency with a playful twist. Conversely, if your brand is authoritative and professional, use words like “important”, “limited”, “exclusive” or “now” to create urgency with a confident tone. Additionally, highlight the benefits, outcomes, and transformations that customers can achieve by taking action now using your brand story and values. For example, if your brand is inspirational and aspirational, use stories of success or testimonials to show how customers can achieve their goals by acting fast. Finally, create scarcity or exclusivity in offers using your brand identity and promise. If your brand is innovative and cutting-edge, create urgency by offering a new or improved version of the product that is only available for a limited time or for a limited number of customers.

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Samantha Rideout

Product Marketing @ Turquoise Health
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What if you create urgency, and the audience buys into the call to action (CTA)? Great, right? Well, I always have a running to-do list, but sometimes I forget to fill out a permission slip or make a dentist apt. The section header requires four more words: How can you create brand personality to create urgency that results in action? Humor can increase memory recall. A 2018 Clutch survey found that people were more likely to remember and enjoy an advertisement if it’s funny. And while only 24% of companies use humor in their email marketing campaigns, 69% of people said they would open a brand’s email if the subject line were funnier. If you want people to remember to follow through and inspire action, use some humor!

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4 How to avoid pitfalls when using brand personality to create urgency

Using brand personality to create urgency can be very effective, but it can also backfire if not done correctly. To ensure success, avoid substituting urgency for value; customers need to see the value in your offer. Additionally, don't use urgency as a manipulation tactic as this will damage your brand reputation. Furthermore, don't overuse urgency or else you'll lose its effectiveness and irritate your customers. Utilize urgency strategically, selectively, and sparingly; don't use it for every offer, message, or channel. Make sure the urgency you use is honest, transparent, ethical, and consistent with your brand personality and customer expectations.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use brand personality to create urgency in your marketing strategy?

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1 Why brand personality matters

2 How to define your brand personality

3 How to use brand personality to create urgency

4 How to avoid pitfalls when using brand personality to create urgency

5 Here’s what else to consider

Brand Strategy

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How can you use brand personality to create urgency in your marketing strategy?

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5

1 Why brand personality matters

2 How to define your brand personality

3 How to use brand personality to create urgency

4 How to avoid pitfalls when using brand personality to create urgency

5 Here’s what else to consider

Brand Strategy

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