Brand Positioning and Strategy

About this course

Brand Positioning and Strategy focuses on how to define a clear, differentiated place for your brand in the minds of your audience. You’ll learn how to move from insight to positioning by identifying your audience, understanding your competitive context, and making the strategic trade-offs required to stand out. The course walks through how to translate positioning into a clear brand promise and structured positioning statement. You’ll explore how functional and emotional value shape perception, and how positioning influences personality, voice, and communication. Through hands-on exercises, role play, and applied frameworks, you’ll test your ideas for relevance, credibility, and clarity. You’ll evaluate your positioning against competitors, refine it based on feedback, and strengthen its ability to resonate with real audiences. By the end of the course, you’ll be able to define a strong brand position, articulate a clear brand promise, and develop a cohesive positioning and personality guide you can apply in real-world contexts.

Course objectives

• understand audience insights
• evaluate brand positioning against competitors
• refine brand messaging based on feedback