The work aims to explore the optimal positioning of brand development of Suzhou cultural and creative industry and put forward relevant strategies and methods of brand building by analyzing the brand development status and positioning problem of Suzhou cultural and creative industry. According to the theory of cultural and creative industry, the brand building status of Suzhou cultural and creative industry was analyzed. Based on the problems found, the means of linking the brand of Suzhou cultural and creative industry with the current social production and life were reconstructed by comparing the research methods of sociology, culturology, anthropology and industrial ecology, and several strategies to promote the brand positioning and integration of Suzhou cultural and creative industry were put forward. It is the only way for Suzhou cultural and creative industry to transform, upgrade and form a new business format by strengthening the brand strategy awareness, clarifying the brand positioning, taking the urban cultural IP as the driving force, enriching the brand of Suzhou cultural and creative industry, and integrating the thinking of "digital” to broaden the communication channels of Suzhou cultural and creative brands, Optimizing the generation path of "creativity - brand - product" is the only way for the transformation and upgrading of Suzhou's cultural and creative industries and the formation of new formats.