Don't confuse standard and brand. They can co-exist happily.
Think about other professionals such as engineers or doctors;
they work within a set of standards and guidelines, yet they are still able to create and invent.
An analogy: Think of IITTI as a ministry of education; they specify the curriculum framework of what needs to be taught. And your training company would be like Havard University or McGill University; a high-quality, brand-name training organization.
A reminder: There is nothing restrictive about a standard. It only sets the minimum acceptable level, whereas your training company can add additonal features and content to enrich your offering, part of your uniqueness of your brand.