One of the most talked-about trends online over this summer has been the “Very Demure” meme. The content creator behind this viral sensation, Jools Lebron, recently found herself in a race to trade mark the phrase. After skyrocketing to internet fame, with countless brands jumping on the trend, Lebron attempted to secure her catchphrase by filing a trade mark. However, she soon discovered that at least two others had beaten her to it.

While Lebron’s story is unfolding in the United States, where trade mark laws differ from those in the UK, it serves as a timely reminder of the importance of protecting your intellectual property. So, what should UK business owners know about trade marking a phrase or slogan?

The Race to Trade Mark: Why Timing Matters

In a now-deleted video, Lebron shared her frustration at not moving quickly enough to trademark her phrase. Reports indicate that one of the competing filings came from an entrepreneurial individual looking to capitalise on the trend by printing the phrase on merchandise—a plan Lebron herself had in mind.

If you’ve created something unique, whether it’s a phrase, slogan, or design, it’s crucial to act swiftly to protect it. Once a competitor files a trade mark, you might find yourself unable to use your own creation, even if you were the first to popularise it.

Can You Trade Mark a Phrase in the UK?

Many business owners wonder if they can trade mark a phrase or slogan, and the answer is yes, but with some caveats. In the UK, the process is more complex than simply registering a logo. The phrase must be distinctive, and it generally needs to be associated with your business through repeated use, such as in marketing materials.

To be eligible for trade mark protection in the UK, your phrase should:

Given these requirements, a generic phrase like “very demure, very mindful” might struggle to qualify for trade mark registration in the UK unless consistent, lengthy use can be demonstrated. However, in the US, where rights can be acquired through use, Lebron’s established association with the phrase could have provided some protection.

Learning from Others: Famous Trademarked Phrases

Lebron’s experience isn’t unique. Over the years, many well-known phrases have been trade marked, particularly by celebrities looking to capitalise on their brand. Here are a few examples:

Trade marking a phrase isn’t just for big corporations or celebrities. If your phrase is distinctive and associated with your brand, it could be worth protecting.

Why Trade Marking Matters for UK Businesses

The situation Lebron faced underscores the importance of securing your intellectual property early. In the UK, if someone beats you to the post, your options are limited. This is why it’s crucial to consult with intellectual property specialists like National Business Register, who can guide you through the process and ensure your brand is fully protected.

Taking the Next Steps

If you’ve coined a catchy phrase or slogan that’s integral to your brand, don’t leave it unprotected. Whether it’s through trade marking or our unique Business Name Protection service, National Business Register can help you safeguard your intellectual property. Protecting your brand isn’t just about legal security—it’s about ensuring your hard work and creativity continue to benefit your business.

Ready to protect your brand? Contact us today on 0800 069 9090 or by emailing info@nbrg.co.uk to discuss your intellectual property needs and how we can assist you in keeping your business safe from potential disputes.