Brand Defender: How Oliver Tidman Helps Businesses Protect What Makes Them Unique

In the latest instalment of our Meet the IP Professional series, we spoke to Oliver Tidman, an Intellectual Property lawyer with a deep passion for brand protection and founder of Edinburgh-based law firm Tidman Legal. With a client-focused approach and a reputation for making IP law accessible, Oliver shared his journey into the world of trademarks, the challenges facing modern businesses, and why prevention truly is better than cure when it comes to protecting your brand.

A Natural Fit for Innovation and Identity

From early on in his legal career, Oliver was drawn to the intersection of law, innovation, and branding.

“I’ve always had an interest in the creative and commercial aspects of business and entrepreneurship — how ideas become valuable assets,” he explains.
“Trademarks stood out because they’re so closely tied to a business’s identity and reputation. Helping people protect what makes their business unique felt like a natural fit.”

This focus on identity and growth led Oliver to establish Tidman Legal in 2017. Before founding his firm, he built experience both in private practice and in-house roles in Edinburgh and London, gaining valuable insights into how different organizations approach IP strategy.

Building a Client-Centred IP Practice

Tidman Legal has carved out a strong niche by offering clear, commercially-minded advice without unnecessary complexity. Whether supporting a startup registering its first trademark or guiding a business expanding overseas, Oliver and his team focus on aligning IP protection with long-term growth goals.

“We don’t just file trademarks—we help clients build IP strategies across trademarks, patents, designs and copyright. Everything is tailored to help move the business forward.”

Common Pitfalls and the Power of Early Action

When asked about the most frequent mistakes he sees among startups and SMEs, Oliver doesn’t hesitate:

“The biggest one? Launching a brand without properly checking if the name is available. Too often, businesses invest in branding, websites, and marketing—only to face opposition or be forced into a costly rebrand.”

To help businesses avoid this, Tidman Legal offers a free downloadable guide: “5 Pitfalls of Failing to Register a Trade Mark” 5 Branding Pitfalls Guide.

He also stresses the importance of thinking globally from day one, especially for online businesses.

Navigating Disputes and Strategic Enforcement

Trademark disputes, Oliver says, require the foresight of a chess game.

“It’s not just about reacting to a move — it’s about anticipating the other side’s strategy and knowing when to push forward or negotiate.”

He recalls one case where a startup faced opposition from a multinational company. Through smart strategy and evidence gathering, they not only protected the application but secured a coexistence agreement. The win was not just in registration, it was in protecting future international growth.

IP in a Digital World

With brands increasingly operating across borders and platforms, enforcement is becoming more complex.

“Some countries allow swift enforcement, others are more drawn out. I’d like to see more action around bad faith filings — something similar to the process for the Uniform Domain Name Dispute Resolution Policy (UDRP), which is fast and cost-effective.”

AI and digital tools are also playing an increasing role in monitoring and clearance.

“We use AI-powered tools to monitor trade mark applications and alert clients to potential issues. But there’s still a vital role for human insight and strategic advice.”

Educating and Empowering Clients

Oliver is a strong advocate for IP education—especially for startups and small businesses.

“Often, clients don’t come to us until there’s already a dispute. In my experience, many of these clients don’t fully understand the value of their IP until there is already a dispute or infringement. By that point, they’re on the back foot having to deal with brand damage or even having to rebrand entirely. That’s why I strongly believe that prevention is always better than cure.”

Tidman Legal supports this through blog posts, webinars, and events to raise awareness and simplify complex IP topics.

Looking Ahead: Opportunities and Challenges

What’s next for trademarks?

“AI is accelerating brand creation. But with that speed comes risk — deepfakes, voice cloning, and auto-generated infringing content. It’s a challenging area that may need new legislation to keep pace.”

Oliver also highlights the need for better funding access for early-stage innovators.

“There is support out there, but the hurdles are often high. I’d like to see more funding aimed at startups, which often have limited resources, so they can access professional IP advice early on.”

Personal Reflections

What part of your work do you find most rewarding?

“Helping someone go from an idea sketched on a napkin to a protected brand on shelves or screens is incredibly satisfying. IP is intangible but its impact is very real – when a client sees their brand protected and they can grow with confidence, that’s the real payoff.”

What advice would you give to aspiring IP professionals who are particularly interested in working with trademarks?

“Start by developing commercial awareness as much as legal expertise. Brands live in the real world – they evolve, pivot and rebrand. Also, keep an eye on tech, it’s changing the IP landscape faster than legislation can.”

Beyond the Office

When he’s not helping clients protect their brands, you’ll often find Oliver on the squash court competing in the East of Scotland leagues. A recent highlight? A match against a former world No. 1.

“I only managed to get one point off him but it was a surreal experience!”

Oliver enjoys playing saxophone in his spare time and is also a keen hiker and recommends the Pentland Hills just outside Edinburgh:

“You get an incredible view across the city over to Fife.”

“Playing sax has a lot in common with IP law. In both worlds, timing is everything – whether you’re playing the right rhythm or filing a trademark before someone else does!”

Connect with Oliver

• Website: www.tidmanlegal.com
• LinkedIn: Oliver Tidman
• Free Guide: 5 Pitfalls of Failing to Register a Trade Mark 5 Branding Pitfalls Guide

P.S. PatWorld works with companies like Tidman Legal to deliver professional trademark, patent, and registered design searches. You can order a professional search directly through our website—trusted by IP professionals across the UK and beyond. https://patworld.com/us/order-a-search/