Before moving onto discussing Brand Positioning, we need to make sure that we understand that Communication alone does not create brand feelings.

Experience with the brand creates brand feelings.Great Communication (Advertising or Promotion of any type) will make bad products and services fail faster.

On the other hand without great communication, the best products and services with the best customer service will fail unless they assist your audience to understand who you are, what makes you different and where to find you.

You need to 
examine all the customer ‘touch points’ and deliver a brand experience your customers will want to come back for time and time again. Today customers expect to be vowed and entertained.