How you position your brand boils down to be one of the most important parts of running your business.
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.”
Use these three prompts to scale your business.
1️⃣ Your promise MUST be unique.
With so many product options and alternatives, standing out to the consumer and making a sale must factor on a level of uniqueness.
You don’t have to reinvent the wheel, but be unique in the landscape your product is competing in.
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?
2️⃣ Your promise MUST be compelling.
Use your copy, ads, and messaging to show potential buyers that your product can solve their problem in a compelling way.
Listen to the concerns of buyers and use compelling messaging. When looking for angles, dig deeper than buyers’ surface problems.
Check out this example from Ryan about understanding the consumer mindset to make a compelling offer:
Do they want to be healthier? (Surface level)
Or are they frustrated by how they feel and can't play with their kids because they are low on energy. (Searing problem)
Use the searing problem to inform your language and address the problem head-on.
3️⃣ Your promise MUST be credible.
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.
Show first-time site visitors that your brand can be trusted. Here are some elements Ryan suggests showcasing:
- Customer testimonials
- 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.