Brand positioning is one of the many facets of brand identity. It adds to the differentiating strength of a brand and needs to be determined in the early stages of brand development together with the values, essence and proposition which will guide the brand name, visual identity and communications in the creative development stages of corporate branding.

Strong positioning strategies are based on solid brand insight, company and competitor research that adds to the equity of the brand, maximising its potential by filling the opportunity gap in the marketplace. It goes beyond the tangible factors of the brand making powerful emotive connections in the minds of the target customer adding value that is not easily eroded by competitors.