#29 - Shireen Smith: The Do’s and the Don’ts of Branding & Trademarks

Shireen Smith is a lawyer specialised in the legal aspects of brands having graduated from London University’s QMW with a masters’ degree in intellectual property. After working in various roles including at Reuters as an in-house lawyer for 5 years, she founded her own specialist IP law firm Azrights in 2005 which protects IP rights. Her other business, Brand Tuned provides brand consultancy services. A good starting point to get insights into how to develop a brand on solid foundations is to take the brandtuned.com/scorecard which helps you find out whether you are the first choice brand in your market and how to improve your brand. She hosts her own podcast Brand Tuned which provides useful insights into all things brand-related including the IP dimension of brands. Shireen has written 3 books, her latest being Brand Tuned, the new rules of branding, strategy and intellectual property which is available to pre-order on Amazon prior to its release on 28 September 2021.   Shireen shares with us some valuable tips on branding, trademark protection and how to develop brand equity. Shireen was also our trademark and IP lawyer and consultant when I first started the company and she has written a great book called “Brand Tuned” that I think every entrepreneur should read.