Bracket positioning is a fundamental aspect of orthodontics, achieving a three-dimensional force delivery using a straight-wire appliance. Ideal bracket placement aims to attain esthetic and functional tooth position with a consonant smile arc, level marginal ridges and interdigitated buccal segments. Variation in bracket positioning alters the expression of the prescription of the straight-wire appliance and, consequently, tooth position in 3-dimensions. Various approaches have been proposed for ideal bracket positioning; however, shortcomings are evident and detailed in this paper. Furthermore, a new customized method of bracket positioning "Smile arc and marginal ridge approach" is described to accomplish bracket positioning goals consistently and reliably.