The Power of Protection: Lusapho Yaso’s Journey in Intellectual Property Law

Trademark law is a crucial but often overlooked area of the legal profession, particularly for small businesses and emerging entrepreneurs. In a world where innovation and branding are central to success, protecting intellectual property (IP) is more important than ever. Lusapho Yaso, a skilled and experienced trademark lawyer, has made it his mission to bridge the gap between IP law and underrepresented black businesses.

Finding His Calling in Law

Growing up, Lusapho never imagined himself as a lawyer. In fact, his family believed he was destined for a medical career due to his caring nature. However, a deeper look into his early years reveals traits that made him a natural fit for the legal profession. “I have always been outspoken, unafraid to voice my opinions, and stand up for what I believed in,” he recalls. His confidence in public speaking, honed through school drama and debate clubs, gave him an early appreciation for argumentation and persuasion.

One defining moment came during high school in Cape Town when his Afrikaans teacher, Ms. Fourie, recognized his strong articulation and analytical mind. “She told me that I had the qualities of a lawyer and should consider pursuing law,” Lusapho says. That moment set off a spark, leading him to explore legal studies further. By the time he entered the University of the Western Cape (UWC) for his LLB, his vision was clear—he was on the path to becoming a lawyer.

From Law School to the Courtroom

Lusapho’s years at UWC were transformative. Beyond academics, he immersed himself in student leadership and legal organizations. He served as Chairperson of the UMTAPO Student Movement, Public and Media Officer for the UWC Black Lawyers Association, and Secretary-General of the UWC Street Law Society. His selection as one of the top 10 students for the Entrepreneur Law Clinic (ELC) program further sharpened his legal acumen.

However, his journey was not without its challenges. “In 2018, I had to repeat my second year of law school,” he admits. Balancing academics with personal responsibilities while commuting daily took a toll. In 2019, he was diagnosed with moderate to severe depression, making law school even more demanding. Yet, amid these struggles, one subject stood out—Intellectual Property Law. “It brought me joy and purpose,” he says. His passion for IP law led him to pursue a Master’s degree at the University of Cape Town (UCT), solidifying his path as an IP lawyer.

Choosing Intellectual Property Law

Lusapho specializes in trademarks, a field often neglected by small business owners. “IP is one of the most overlooked aspects of law for many businesses, especially emerging black micro-enterprises,” he explains. Many entrepreneurs focus on growing their businesses without realizing that failing to protect their brand can lead to legal and financial losses.

His motivation to specialize in IP law came from recognizing the lack of black representation in the field. “As a young black man in the IP space, I felt a deep responsibility to represent black-owned businesses and ensure they had access to proper legal support.” Lusapho sees his work not just as a career but as a mission to empower black entrepreneurs with the knowledge and legal protection they need to succeed. “Empowering these black emerging businesses with the knowledge and tools to protect their intellectual property is key to their long-term success,” he emphasizes.

Breaking Barriers in the Black Business IP Field

One of the biggest hurdles Lusapho has faced is navigating an industry where black professionals are underrepresented. “I was once told that all doors in the IP field would be closed to me, and that I would never be able to represent black businesses,” he recalls. However, he refused to accept that narrative. “I believe my calling is greater than what anyone imagined for me. God has used me to make IP law accessible and relevant to black entrepreneurs.”

His work extends beyond legal representation—he actively educates small business owners on the importance of trademarks and brand protection. “The biggest lesson I’ve learned is that black representation in IP law is not only needed but necessary. There are many black-owned businesses that require lawyers who understand their unique challenges and perspectives.”

A Day in the Life of a Trademark Lawyer

Lusapho’s workday varies depending on the type of cases he’s handling. “For prosecution matters, my day starts with conducting trademark searches to determine availability,” he explains. If a trademark is available, he drafts registrability reports and files applications through the Companies and Intellectual Property Commission (CIPC).

When dealing with enforcement cases, the work becomes more complex. “I analyze potential trademark infringements and determine the best legal course of action,” he says. This could involve filing oppositions, initiating infringement proceedings, or, in extreme cases, escalating matters to the High Court. “Urgent matters can be particularly stressful, requiring long hours and meticulous attention to detail.”

Despite the challenges, Lusapho finds immense satisfaction in his work. “There’s nothing more rewarding than helping black-owned businesses secure their trademarks and protect their brands.”

The Bigger Mission

For Lusapho, IP law is more than just a profession—it’s a tool for economic empowerment. “Black-owned businesses need to recognize that their intellectual property is just as valuable as their physical assets,” he emphasizes. Without proper legal protection, businesses risk losing their brand identity, reputation, and financial stability.

He remains committed to bridging the gap between legal expertise and accessibility. “My goal is to continue advocating for black entrepreneurs, ensuring they understand their rights and have the necessary tools to safeguard their intellectual property.”

As he looks to the future, Lusapho envisions a legal landscape where black businesses no longer see trademark law as an afterthought but as a critical step in their growth strategy. “The work I do is not just about winning cases; it’s about creating a lasting impact.”

About the Lawyer

Lusapho Yaso is a highly skilled trademark lawyer specializing in Intellectual Property Law. Holding an LLB from the UWC and LLM in Intellectual Property Law from UCT, he has extensive experience in Corporate Commercial Law, FinTech, Sports Law, Litigation, Tax Law, Governance, Risk and Compliance, and Media and Telecommunication law. Passionate about empowering black entrepreneurs, he works tirelessly to ensure that small and medium-sized businesses understand the importance of protecting their intellectual property. His expertise and dedication make him a vital advocate in the legal industry.