Why should a student choose to study design at UTS over similar courses at other institutions? I worked with UTS’s marketing and communication manager to develop brand positions for 17 degrees within the Faculty of Design, Architecture and Building. The brand positioning statements aimed to differentiate and clarify the market position and branding of each course. We interviewed 17 course directors (also academics) to craft brand positions, which are now being used to ensure consistency of messaging across the faculty’s communication and marketing materials.