Brand Tuned

Shireen Smith

Publication date: September 28, 2021


SKU: 9781788602693 Categories: ,


A brand is more than a snazzy logo – but what else is there to consider when building a brand? Do you really need a brand for business success? And what has intellectual property got to do with anything?

A strong, authentic brand is what makes your business stand out from the crowd – and what drives long term success. But the branding industry can be an overwhelming minefield, full of conflicting advice and multiple disciplines – so how do you navigate your way through the process? That’s where Brand Tuned comes in. With the step-by-step TUNED methodology, you will:

• define your brand to drive the business forward and help it stand out
• know what brand promise will attract your ideal client
• pick a name that will put you “front of mind”
• ensure that the design elements you choose are distinctive and ‘ownable’
• train your team to live the brand.

Drawing from evidence-based research, interviews with experts, and years of experience supporting businesses, Brand Tuned is the first branding guide written by an intellectual property lawyer who specialises in trademarks and brands. By incorporating the principles of intellectual property law right from the start of the process, branding expert Shireen Smith will show you how to create and build the brand that is right for you and your business – while avoiding the potential pitfalls.

As someone dipping my pinkie toe into branding, marketing, and digital art, I found this book incredibly helpful. Her fresh perspective coming from a law background was instrumental in steering me on the right path with my business and I highly recommend anyone considering a path in branding or IP to pick this book up! It’s a quick, informative read!


This book is essential reading for all entrepreneurs who want to build and protect brands for long term profit and market share. It’s worth reading this before you even think about naming a product or designing a logo. If you happen to design brands for a living, this book will also give you an edge in being able to create and protect the assets you create for your clients.


Well organized and perfectly written, Brand Tuned is a bedside book for any entrepreneur who takes their business journey seriously. It approaches branding as a strategy to help you to start your brand journey one step ahead. From its cleverly structured methodology to well-presented research, this book will surely become a guide for businesses of any size.


Through my time as a consultant, I have become accustomed to formulating all manner of brand-related commercial plans and marketing strategies. On reflection, the IP-related elements tend to appear as a one-off activity within a larger strategy rather than an IP strategy in its own right. This, for me, was the key take-out from Shireen’s book which has since lead me to reconfigure the way I approach brand IP. It is these fundamental shifts in thinking that I look for in a business book – which I am pleased to say I found in Brand Tuned


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234 x 156 x 18 mm