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Trademarking in Branding: Key Lessons from “Very Mindful, Very Demure
Last Updated: 18 July 2025
Creating a memorable brand is a significant achievement in today’s competitive business landscape. However, protecting that brand through trademarking is equally essential. Recent events surrounding the phrase “Very Mindful, Very Demure” highlight how quickly things can change without proper safeguards.
The Rise of “Very Mindful, Very Demure”
Thanks to content creator Jools LeBron, this phrase became a viral sensation on TikTok. Using the phrase ironically and playfully, Jools captured a cultural mood that resonated with millions. Soon, it appeared in countless TikTok videos, sparked conversations, and even attracted brands eager to engage with a younger audience.
However, Jools didn’t trademark the phrase. Many creators prioritize content creation and audience engagement over navigating legal protections. Unfortunately, this oversight left the door open for others to claim ownership.
The Trademark Controversy
Recently, Jefferson Bates, who has no ties to Jools or the TikTok community, filed a trademark application for “Very Demure .. Very Mindful …” in Washington. Consequently, this shocked fans who associate the phrase with Jools’s unique content.
Thus this incident underscores the importance of securing legal protections for Jools’s intellectual property. The phrase she popularized could now belong to someone else simply due to a missed trademark filing. No creator wants to face such a situation when personal creativity and effort are so closely linked to their brand.
Why Trademarking Matters
Trademarking offers essential benefits:
1. Legal Protection: A registered trademark ensures exclusive rights to your brand’s name, logo, or slogan and allows you to take legal action against unauthorized use.
2. Brand Recognition: It builds trust. Therefore, customers associate your trademarked visuals with the quality and creativity you represent.
3. Market Differentiation: Trademarks help your brand stand out in a crowded marketplace.
4. Financial Value: As your brand grows, so does your trademark’s value, which can be leveraged in various ways, such as licensing.
Valuable Lessons for Businesses
The “Very Mindful, Very Demure” situation is a crucial reminder for businesses. Australia’s trademark system, managed by IP Australia, provides a solid framework for intellectual property protection. Hence, businesses and creators should proactively trademark their brand assets, especially as they gain public recognition.
Steps to Protect Your Brand
To protect your brand in Australia, consider these key steps:
1. Conduct a Trademark Search: First, use IP Australia’s tools to ensure your desired trademark isn’t used.
2. File for Trademark Registration: Next, submit your IP Australia application detailing your brand and offerings.
3. Monitor and Enforce Your Trademark: Lastly, after registration, actively oversee its use and take legal action if necessary.
Strengthening Your Brand’s Presence
Enhance your brand with custom-branded merchandise while securing your trademark. At Cubic Promote, we offer a variety of products that can be custom-printed with your logo or slogan.
Our selection includes:
– Custom Apparel: T-shirts and hoodies to showcase your brand stylishly.
– Branded Drinkware: Mugs and water bottles that keep your brand at the forefront of your mind.
– Eco-Friendly Products: Sustainable promotional items that reflect your environmental commitment.
– Tech Gadgets: Custom-printed tech accessories like USB drives to place your brand directly in customers’ hands.
In conclusion, by taking these steps, you can ensure your brand remains protected and recognizable in a competitive market.
