smart marketing, better branding




Using the TUNED framework we guide you to develop a powerful brand using distinctive assets. By combining brand and IP skills we support you to create a unique brand identity to turn into visual designs either using our designers or your own creatives.

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About Brand Tuned

Brand tuned is a product and podcast by Shireen Smith of Azrights, an intellectual property consultancy based in the UK. The Azrights website details the range of services on offer, such as trade mark registration, IP audits, and legal agreements for online business.


Brand Tuned is a brand creation solution that teaches founders how to develop their brand by taking account of disciplines like IP which are central to branding. Shireen Smith as a specialist in brands and trade marks, developed an interest in brands, and has acquired expertise in brand creation.


She offers a unique blend of skills to support founders to address IP issues such as brand naming, along with brand creation so that intellectual property and brand creation are dealt with together. That is the way to build a powerful brand on strong foundations. Through her TUNED framework, Shireen guides founders to  develop their brands by:

Think IP first!

Understand your ideal client!

Name it right!

Establish your Brand Strategy!

Driving the brand strategy!  


Azrights is an award winning Intellectual Property (IP) and brand consultancy advising on the A to Z of IP rights, related business laws and brands and marketing – hence the name. Our services cover “soft IP”, namely, trademarks, patents, designs, confidential information and privacy laws.

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