Brand Tuned is an international brand consultancy run by Shireen Smith, brand lawyer and marketer. She advises on business design, with a focus on intellectual property. Creating a brand with brand protection in mind is essential to achieving a joined up approach when branding or rebranding a business. Shireen also provides brand protect services such as trademark registration through her law firm, Azrights International Ltd. She is a bestselling author on Amazon of 3 books: Legally Branded, Intellectual Property Revolution and Brand Tuned, the new rules of branding, strategy and intellectual property. Shireen has advised top blue chip companies like Reuters where she was an inhouse lawyer for 5 years, as well as hundreds of SMEs. Her focus is on using an integrated approachin business and brand strategy one that takes account of marketing, design and intellectual property together at the same time.