Brand Tuned Accreditation

Brand Tuned Accreditation 

Create more distinctive brands using intellectual property strategically


Brand Tuned Accreditation 

Create more distinctive brands using intellectual property strategically

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What is the Brand Tuned Accreditation 

When you create a new brand, decisions about the business model, how you want to be perceived, and what you want to be known for, impact the success of the business, its choice of name, and visual identity. Intellectual property should drive the brand’s strategy.

While brand strategy for established businesses only involves the IP strategy if there is a name change or brand identifiers are altered, when you create a new brand, IP strategy is central to brand strategy.

IP strategy impacts business strategy as well as determining the approach to naming and other identifiers so the brand meets the legal requirements of distinctiveness. Choosing the brand name first and then referring clients to IP lawyers for availability searching and trademark registration does the client a disservice. It’s an approach that’s outdated in the 21st century, leaving clients exposed to risk and potential problems down the line. Taking account of brand protection before choosing a name is the way to ensure the business gets a unique identity that it owns as it works on achieving long-term success.

The Brand Tuned Accreditation shows you how to create a distinctive, differentiated brand. It provides those in the front line who offer brand related services, such as marketers, designers, and IP lawyers a personal development opportunity to develop the necessary multi-disciplinary skills in business, marketing, design thinking and intellectual property. It will give branding professionals an edge over their competitors to better support their early-stage clients to succeed.

Who should join the Brand Tuned Accreditation Programme?

The program is for marketers, designers, IP lawyers and founders creating new brands.

Course Overview

Training in brand creation from a leading brand protection lawyer and IP strategist.

This course is based on 20 years of experience supporting business owners and branding professionals in diverse aspects of branding, from availability searching and advisory work, to supporting founders to develop their business ideas, and guiding their business journey through IP audits and reviews, naming, trademark registration, infringement issues, domain disputes, and international brand protection.

The course is in 12 modules spread over 12 weeks comprising comprehensive, advanced level lectures, case studies, Q&A sessions, and downloads to use to succinctly explain the role of IP and brand in business success to clients. These support you to apply a business advisory approach that is relevant to the needs of early-stage clients.

The IP taught in the program is information that you need to know and take account of when creating brands. Much of it is new information even for IP lawyers because the focus is on branding. These issues don’t come up in the day-to-day practice of IP lawyers. The information is at high level, relevant to an international audience rather than country specific legal minutiae.


Marketers and designers will find that many marketing and design “truths” they currently apply in their work need updating in the light of insights gleaned in the Brand Tuned program such as from the evidence-based findings of the Ehrenberg Bass Institute about how brands grow.


So, whether you are a designer, marketer or IP lawyer, or founder, the Brand Tuned program will take your skills and the success of the brands you support to the next level. All this while studying at your own pace, 100% online, and from anywhere in the world.

What's Included


What's Included

12 on-demand lessons covering the core brand accreditation modules

Weekly Q&A sessions with Shireen Smith

Complete brand creation and brand protection process

Brand Tuned Accreditation Certificate and CPD points


What’s included in each module? 

Each module comprises videos of about one hour each. There will be additional resources to delve deeper into topics, such as further reading, podcasts and videos to listen to. A final exam to apply the learnings of the course is envisaged.

Week 1


How the founder’s identity and ambition impacts the brand and IP strategy. Introduction to Byron Sharp’s How Brands Grow. Example IP strategies for startups that reduce risks and the distracting effect of disputes.

Week 2


International IP framework. IP myths and misinformation. Range of brand identifiers and their role. Distinctive brand assets and uniqueness. How to think about a brand’s identity. Brand Protection and brand value. Downloads to support conversations about IP and brand. Making IP protection or identity creation a revenue generating function. The ‘Property’ dimension of IP.

Week 3


History of branding. Brand reflects how a business is perceived. Memory and how brands are noticed and recalled. Brand’ in contrast to commodity. Identifying the brand’s core beliefs. Design is not how it looks it’s how it works. What brands mean to customers and to business. Introduction to distinctiveness.

Week 4


Asking the right questions, listening and ignoring assumptions to orient to the market. Using the right methodology to learn about the customer. Doing cost effective market research. Jobs to be Done approach to identifying problems, and assessing buyer wants and needs. Category entry points. What are competitors offering? 

Week 5


Reverse assumption-thinking to imagine new business models. Applying lean principles. Testing minimum viable products. Strategic decisions about targeting. Create new sub-category? Identifying the right business strategy. Formulating the brand’s core beliefs, vision, mission and values. Mapping customer beliefs to the brand’s values.

Week 6


Differentiation vs distinctiveness. What patents protect. Using both mass marketing and targeting based on clusters of consumers with similar wants and needs. Why avoid teaching (part of) the market what is different or better about the brand and instead communicate fundamentals about the brand, the category, the brand name and where and how to buy the brand.

Week 7


Developing positioning statements based on what the brand wants to stand for and represent to its target customers. What do customers want that the brand can offer? What are competitors offering the target market? Establishing relative differentiation with the positioning for each target segment. Brand stories. Setting the right objectives.

Week 8


Brand architecture. Legal concept of distinctiveness in trade mark law. Name types and strategic considerations when selecting the approach to naming. Why geographic scope of the brand impacts naming strategy. Taglines. Brand extension.

Week 9


Marketing resources. Using fewer names. Personal branding. Use of founder’s own name? Rebranding and changes of name. Trade mark classifications and business category. Basic legal availability searching. Why full legal searches? Trade mark registration is cost of being in business.





Week 10


Differentiating the brand visually and aurally in the category. Which distinctive brand assets to create. Maintaining uniqueness and becoming known. Brand designs. Sonic branding. Colour. Building mental and physical availability. Strategy to ring fence a budget for long term brand building. Briefing designers. Brand guidelines for use of brand identifiers to create a look and feel that is recognizably the brand. Brand experience and touchpoints. Legal considerations when creating and protecting identifiers. Coca Cola case study.

Week 11


Branding is not a linear activity. The brand’s strategy must align to its business strategy, and until strategic decisions are finalised the product, price, and promotional approach are fluid. This module marks the need to pull everything together, fine tune the thinking about positioning, objectives, brand beliefs, mission, vision, values, product, price and promotional strategy.

Week 12


Activating the brand and rolling out the communications strategy. Les Binnet and Peter Field’s ‘Long and the Short of it’ book explains why long and short-term promotion to build awareness is important to budget for. Building the culture and recruiting team in line with the brand’s values. Noticing colours and symbols competitors adopt. Distancing the brand from competitors to maintain distinctiveness. Why an annual brand strategy review?

What’s Next? 

The first Brand Tuned Accreditation Program launches on 1 September 2022.

Find out more about the one-time special offer that’s available to the first 20 students who book their place.

Visit the course page

Book in May 2022 to get 3 complimentary consultation sessions

Find out about the Brand Tuned Accreditation in Brand Creation.

Get the brochure now!

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