Brand Tuned Accreditation 

Create more distinctive brands
using intellectual property strategically

Book course now - Starts 1 Sep '22 £825+VAT

Brand Tuned Accreditation 

Create more distinctive brands
using intellectual property strategically

Book course now - Starts 8 Sep '22 £825+VAT

What is the Brand Tuned Accreditation 

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, trade mark registration, infringement issues, domain disputes, and international brand protection.

The Brand Tuned Accreditation program builds on the ideas touched on in my Brand Tuned book and is considerably extended to be more practical and actionable due to its focus on early-stage business. 

It updates your existing approach equipping you to apply IP principles, and the evidence-based findings of the Ehrenberg Bass Institute about the overarching importance of distinctiveness in your work. You will have a better branding option for early-stage clients who may initially turn to you to register a trade mark or to design a logo, or to provide tactical marketing support.

The program develops your skills so your brand strategy offering can support clients to consider brand protection when creating their brand. 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.

Who should join the Brand Tuned Accreditation Programme?

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

Brand Tuned Accreditation Programme Course Overview

Create better, more distinctive brands using IP strategically, get an edge over competitors, by advancing your skills with the Brand Tuned Accreditation in Branding The IP taught in the program is information that brand professionals need to know and take account of when creating new brands. Much of it is new information even for IP lawyers because the focus is on branding issues. These 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.

Whether you are a designer, marketer, founder or IP lawyer, 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


The founder’s identity imbues the brand. How to discover how to create the brand by talking to the founder. What’s involved to create a business. How the founder’s ambition impacts intellectual property strategy, and why it’s important to have a conversation about what brand and IP mean early on with the founder. How to reduce risks and the distracting effect of disputes if there is no, or only a limited budget for IP protection.

Week 2


What IP means. The ‘Property’ dimension of IP and why protection matters. Scope of protection of the various IP rights. The International IP framework. How the brand value is contained in the name. How to think about IP in relation to a brand’s identity. Downloads to support conversations about IP and brand. Making IP protection a revenue generating function.

Week 3


Origins of branding. ‘Brand’ in contrast to commodity. Identifying the brand’s beliefs. What brands mean in modern consumer culture. Memory and how brands are noticed and recalled. Brands save our time. A brand reflects how the business is perceived.

Week 4


The importance of being market oriented. Asking the right questions, listening, and ignoring your own assumptions. Using the right approach to learn what buyers want and who your competitors are. Doing cost effective market research. Jobs to be Done approach to identifying problems, and assessing buyer wants and needs. Category entry points. 

Week 5


Business model innovation. Identifying the right business strategy. Formulating the brand’s vision, mission and values. Deciding on a minimum viable product. Reverse assumption-thinking to imagine new business models. 

Week 6


The difference between distinctiveness, positioning and differentiation. System 1 and system 2 thinking and what it implies for brand creators. Why differentiation and distinctiveness involve a different focus. Expect copying. Aspects of differentiation and business that patents and other IP rights can protect. What it means that there is no protection of business models. 

Week 7


The different identifiers it is possible to choose to create a distinctive brand. Maintaining uniqueness and becoming known. Brand designs. Sonic branding. Colour. Building mental and physical availability. Consistent use of brand codes as you build the brand. Briefing designers. Brand guidelines for use of brand identifiers to create a look and feel that is recognizably the brand. Legal considerations when creating and protecting identifiers. Coca Cola case study.

Week 8

Background to positioning. The three Cs of positioning. What do customers want that the brand can offer? What are competitors offering the target market? Establishing relative differentiation by choosing a single association to position upon. Developing positioning statements based on what the brand wants to stand for and represent to its target customers. Brand stories.

Week 9


Brand architecture. Legal concept of distinctiveness in trademark law. Trademark classification and business category. Name types and strategic considerations when selecting the approach to naming. Why geographic scope of the brand impacts naming strategy. Taglines. Brand and line extension.

Week 10


Benefits of using founder’s own name. Personal branding. Marketing resources. Using fewer names. Limits of own name defence. Importance of legal availability searching. Consulting model and use of own name. Why trademark registration matters even if it is the founder’s own name. 


Week 11


Branding is not a linear activity. The brand’s strategy must align to its business strategy, and two to three objectives need to be set, one of which should focus on raising awareness of the brand. This module marks the need to pull everything together, fine tune the thinking about positioning, and values and to design a visual identity that focuses on distinctiveness.

Week 12


Activating the brand and rolling out the communications strategy. The importance of customer experience and selling the brand internally to employees. Two-speed marketing. The importance of not rebranding and making radical changes to the visual identity. 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 08 September 2022.

Visit the course page

Get the brochure now!

Stay up to date!

Sign up to our newsletter to keep in the loop with the latest from Shireen, the Brand Tuned Accreditation Programme, and any upcoming events