Brand Tuned: The new rules of branding, strategy and intellectual property

Brand Tuned is the first branding guide written by Shireen Smith — an intellectual property lawyer who specialises in trademarks. Most branding books are written by designers or marketers — people who understand how a brand looks and feels. Shireen understands whether it will actually hold up legally.

Drawing on evidence-based research, interviews with branding experts, and years of experience advising businesses, she shows you how to create a brand that is commercially strong, legally secure, and built to last — and how to avoid the costly mistakes that come from treating IP as an afterthought.

If you're naming a new business, repositioning an existing brand, or simply trying to understand what you actually own and what you need to protect, Brand Tuned is the place to start.

Legally Branded

(New Edition on the way) 

Legally Branded is a practical handbook covering the legal side of building a brand — trademarks, copyright, design rights, domain names, and more — written specifically for small and medium-sized businesses.

If you're not sure what IP you own, what you need to register, or where the legal risks in your business actually sit, this is the place to start. Clear, jargon-free, and structured around the questions real business owners actually ask.

Intellectual Property Revolution

(out of print)

An earlier book by Shireen Smith exploring how the rise of the digital economy transformed the IP landscape for businesses. It covers how intangible assets — brands, data, software, content, and know-how — became the primary drivers of business value, and what that shift means for how businesses protect themselves. Practical guidance on navigating the new threats and opportunities of IP in a global, digital marketplace.

Franchising Freedom

Franchising Freedom is an internationally bestselling guide to franchising, bringing together insights from 15 successful franchisors and industry experts. It covers every stage of the franchise journey — from assessing whether a franchise is right for you, to recruiting franchisees, building operating systems, and growing a sustainable franchise business.

Shireen Smith contributed a chapter on protecting your intellectual property in a franchise context — covering how to structure your IP so it stays yours when you license your business model to franchisees, and what to look for in franchise agreements from an IP perspective.

Available on Amazon in Kindle and paperback.