Overview
Course summary
This immersive three-day course will equip you with the skills to define your brand's positioning, understand your target audience, and boost your digital visibility using smart SEO and AI tools.
You will move step-by-step through the essential brand-building process — from clarifying purpose and customer insights to developing strategic positioning and digital content strategies. Unlike courses that focus solely on theory or visuals, Fashion Brand Lab bridges brand strategy, market positioning, and digital performance, giving you the tools to compete in today's fast-changing marketplace.
You will also explore how AI and evolving search technologies are reshaping brand discovery and customer engagement, and how to apply these insights to your own brand. With a digital-first approach, you will learn to create content strategies that connect with your ideal customers and drive meaningful engagement.
By the end, you will leave with a complete brand strategy framework including customer persona, validated positioning statement, and practical digital visibility plan — plus the confidence to apply your ideas immediately. You will have the strategic foundations to ensure your brand connects with the right audience, stands out from competitors, and supports long-term growth.
Who is this course for?
This course is suitable for:
- Early-stage brand founders wanting to refine their positioning, storytelling, and online presence.
- Creative professionals and freelancers (stylists, designers, content creators) moving into fashion branding or launching ventures.
- Marketing, retail, product, or ecommerce professionals seeking broader brand-building expertise.
- Career changers with relevant experience in fashion, branding, or digital marketing.
- Small to mid-sized fashion businesses aiming to upskill teams and improve brand consistency and visibility.
Some prior experience in creative industries, fashion, marketing, or content creation is recommended.
Discounts and offers
Groups
If you are booking as a group or institution, please contact us before you book as you may be able to benefit from our 15% group or corporate discounts.
Returning short course delegates
We offer a 10% discount to returning short course delegates. If you’re not booking your first short course or professional qualification with us and this discount is not applied to your course at checkout, please contact us.
UoW undergraduate/postgraduate students, alumni and colleagues
We also offer a 20% discount to our undergraduate and postgraduate students, alumni, and colleagues. To receive your discount code, please contact us before booking your course.
Course structure
Strategic Foundations and Customer Intelligence
- Explore brand strategy fundamentals and the five-level brand hierarchy.
- Learn psychographic customer segmentation beyond demographics.
- Create comprehensive customer personas including values, lifestyle, and fashion relationships.
- Analyze successful fashion brands using strategic frameworks.
- Draft your brand purpose and values with peer feedback.
Market Positioning and Competitive Strategy
- Apply positioning theory and create perceptual maps of your competitive landscape.
- Conduct systematic competitor analysis using professional frameworks.
- Identify competitive gaps and positioning opportunities.
- Develop and validate your positioning statement.
- Test positioning against customer needs and competitive reality.
Digital Discovery and AI-Enhanced Visibility
- Understand the marketing funnel from awareness to conversion.
- Learn SEO fundamentals and how AI is changing search and discovery.
- Use AI tools hands-on for keyword research, content ideation, and audience insights.
- Create a three-month content strategy optimized for both human and AI discovery.
- Select appropriate platforms and channels based on your positioning and persona.
Teaching and assessment
You’ll learn through interactive workshops, case studies, and group discussions, supported by expert coaching. This is a non-assessed course, with progress measured through participation, peer feedback, and the development of your brand strategy toolkit.
Entry requirements
- No formal qualifications are required.
- Some prior experience in creative industries, fashion, marketing, or content creation.
- Basic familiarity with digital platforms and social media.
- Access to laptop or tablet for workshop participation.
- Enthusiasm for fashion branding and willingness to engage in group activities.
- English language proficiency (course delivered in English).
- Openness to peer feedback and collaborative learning.
This course welcomes both UK-based learners and international delegates.
Tutor information
Spencer Thursfield
Spencer brings over 20 years’ experience in fashion, creative, and cultural sectors, working with brands such as Stone Island, CP Company, Napapijri, Agent Provocateur, Penfield, and New Era. A specialist in AI-enhanced brand strategy, he has taught at Central Saint Martins, the University of East London, and London College of Printing, and regularly works with founders and start-ups to develop commercially strong, purpose-led brands.
Accreditation
You'll receive a digital certificate from the University once you have successfully completed the course.
Learning outcomes
By the end of the course you'll be able to:
- Define your brand's purpose, values, and target audience using psychographic insights.
- Develop detailed customer personas that inform all strategic decisions.
- Apply positioning theory to map your competitive landscape and identify opportunities.
- Create validated positioning statements that differentiate your brand.
- Conduct professional competitor audits to inform brand strategy.
- Understand the marketing funnel and create content for each stage.
- Use AI tools effectively for keyword research and content ideation.
- Develop content strategies optimized for both human readers and AI discovery.
- Select platforms strategically based on customer behavior and brand positioning.
- Present your complete brand strategy framework confidently.
Business impact:
- Enhanced brand clarity: Ability to articulate positioning and customer value consistently.
- Improved digital performance: Understanding how strategic content drives online visibility and engagement.
- Competitive advantage: Skills to identify market gaps and position brands distinctively.
- Stronger customer connection: Customer personas that inform relevant content and messaging.
- Data-driven decisions: Framework-based approach to content strategy and platform selection.
- Strategic thinking: Integrated brand framework connecting persona, positioning, and digital strategy.
- AI-ready approach: Skills to leverage emerging AI tools for content efficiency and optimization.
- Confident strategy articulation: Ability to present brand concepts effectively to stakeholders, investors, or collaborators.
Booking
Location
This course is taught at our Marylebone Campus in central London, within easy walking distance of Regent's Park and Marylebone High Street.
Together with AccessAble, we have created online Disabled Access Guides for our buildings.
