"positioning the brand internally,"

i.e., the manner by which the brand positioning is explained and communicate intemalIy.

Brand positioning is all about creating the optimal location in the minds of existing and
potential customers so that they think of the brand in the "right way."
Brand positioning requires thoughtful analysis of competitors and consumers to
detem1ine the desired image for the brand to maximize its chances for success.
Although a number of different approaches and methodologies for positioning
are possible, they all typically define the nature of the target market and relevant
competitors and the means by which the brand should be seen as similar as well
as distinct from those competitors.