Brand Tuned: The New Rules of Branding, Strategy and Intellectual Property, Paperback

- 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.

About author(s):Shireen Smith is an intellectual property lawyer and business advisor specialising in trademarks and brands. Her interest in business and entrepreneurship led her to in-house positions at Coopers & Lybrand and then Reuters. She returned briefly to private practice, working briefly at the international law firm Eversheds while raising her two daughters, before setting up Azrights as a law firm in 2005.. Shireen is a trained journalist and writes extensively about brands, business and IP in her various blogs. For example, Intellectual Property Rights - Why Ignoring Them Could Be Disastrous for UK Businesses and Licensing and Franchising - What is the Difference and Does it Matter? She has a strong social media presence, including a You Tube channel, Instagram account, Facebook page Twitter and a growing LinkedIn presence. Shireen is the host of the podcast Brand Tuned - Smart Thinking, Better Branding which discusses personal and business brands to give founders ideas and inspiration for their brands. She has published articles in numerous journals, and been a regular speaker at the British Library, the London School of Economics and at conferences for the legal industry and entrepreneurs. She is the author of two books, Legally Branded and Intellectual Property Revolution, which focus on the impact of the internet on business IP. Intangible assets are more important than ever to business, yet many entrepreneurs are unaware of the IP implications of their actions or the significance of IP to their brand. Drawing on her experience of branding and marketing Azrights, along with her extensive work with clients, Shireen created a new product named Brand Tuned, which is a unique combination of branding and IP to support businesses to position themselves for the 21st century.