Purpose: This study illustrates the significant branding enhancement for PT Laluasa Cipta Asia using the concept of brand positioning strategy, specifically for one of their business units called Gizalab, which focuses on User Experience design services. The primary objective of this study is to evaluate the current service process to identify strengths and weaknesses, understand customer behavior, and analyze the competitive landscape. The most significant insights from the research process relate to a company’s branding problem. Eventually, the necessary strategy is to enhance brand perception and position the company to boost its business growth. Method: The main methods used in this study were market surveys, competitor analysis, and in-depth interviews. The author used a market survey to discover how the target market perceives existing brand perceptions. This understanding is important as the basis for a creative brand-positioning strategy. To enrich the study, the author also determined external factors that influence and impact the company’s business using the competitor analysis method. Results: While VRIO analysis emphasizes what valuable resources are from the company’s point of view, in-depth interviews reveal a gap in what matters to customers and the target market. Several key insights were found through in-depth interviews, one of which is the poor performance of the company’s branding strategies. The research results indicate that the existing Gizalab’s branding as a user experience design expert is not perceived as intended, and is currently not convincing the target market.