How you position your brand boils down to be one of the most important parts of running your business.

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Ryan Rouse took to LinkedIn to share their personal favorite positioning framework. The framework is learned from McKinsey consultant Victor Cheng, who says that having a good positioning serves as a, “Unique compelling credible promise to a potential buyer.”

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Use these three prompts to scale your business.

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1️⃣ Your promise MUST be unique.

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With so many product options and alternatives, standing out to the consumer and making a sale must factor on a level of uniqueness.

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You don’t have to reinvent the wheel, but be unique in the landscape your product is competing in.

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Ryan suggests answering the below:

• Who do you serve?
• What do you offer?
• Where are your sales happening?
• Why do you do what you do?
• When do you fulfill?
• How do you do what you do?

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2️⃣ Your promise MUST be compelling.

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Use your copy, ads, and messaging to show potential buyers that your product can solve their problem in a compelling way.

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Listen to the concerns of buyers and use compelling messaging. When looking for angles, dig deeper than buyers’ surface problems.

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Check out this example from Ryan about understanding the consumer mindset to make a compelling offer:

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Do they want to be healthier? (Surface level)

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Or are they frustrated by how they feel and can't play with their kids because they are low on energy. (Searing problem)

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Use the searing problem to inform your language and address the problem head-on.

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3️⃣ Your promise MUST be credible.

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Your offer can be unique and compelling, but if you’re not able to convince shoppers you're credible and being truthful your conversion rates will be low.

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Show first-time site visitors that your brand can be trusted. Here are some elements Ryan suggests showcasing:

• Customer testimonials
• Specificity
• Guarantees
• Research reports/trials

Remember that brand positioning is a vital step in the success of any business. Uniqueness, compelling, and credibility should be at the forefront of your brand strategy.