A brand position provides a clear focal point for talking about the brand. When applicants ask what sets a school apart, people sometimes answer with lists of things a school does well. People have difficulty recalling lists, and beginning with one main point provides a way to organize what follows and makes it more likely that people will remember it clearly.
Personal stories of your experiences that illustrate this focal point – the science and heart of business – help to make the brand real and memorable for people who are new to it. When an applicant talks to many different people from UNC Kenan-Flagler, the brand position is reinforced when all the conversations share this common focal point.