Learn how Chief Marketing Officer Megan Climer transformed the Tressler brand and her advice to business owners considering a brand refresh.
A new role brings new opportunities
When Megan Climer joined Tressler & Associates in August 2022, she was eager to dive into brand development. Just a couple of weeks into her new role, she began to see opportunities for Tressler to differentiate itself from other law firms in the market. In this interview, she explains what makes a brand and shares how she developed their new visual identity.
Most people think a brand is a name and logo. How do you define a brand?
Their definition isn’t wrong, just incomplete. I have spent the majority of my professional career learning what makes a great brand. A brand is a name and a logo, but I believe it offers so much more. Your brand is your unique identity. And like a person, it has exterior and interior attributes and characteristics that make it identifiable to the world. Like a person, a brand has dreams and a purpose (a vision and a mission), values, a personality, a voice, a story, and an overall essence or feeling. Really, a brand is powerful. It is the foundation that informs and supports your overall business strategy. And it can be your most valuable asset for managing growth.
What did you do first to start developing the new brand?
The first thing I did was take a detailed look at our competition and the overall market. It sounds counterintuitive to spend your time analyzing everyone else, but a competitive analysis is critical to building a brand. By evaluating our competitors, I learned where we fit into the market and the unique opportunities we had to stand out.
What did you do after you finished the competitor analysis?
The next thing I did was complete an audit of our brand. I reviewed the competitor data to see how we measured up, which is always an eye opening experience. It allowed me to see where our brand was falling short and where we had opportunities to shine.
Like many service industries, the legal industry lacks uniqueness. The brand landscape looks very similar in both styling and messaging. I have always said that if everyone else is saying it, it probably isn’t worth saying. Industry platitudes and buzz words become expectations, not differentiators. I knew if we were committed to being different from traditional law firms, our brand had to look and feel different from a traditional law firm. It was our time to break away from the industry brand “standards” and offer a new brand experience.
What inspired the new logo?
After comparing and analyzing for several weeks, I began to brainstorm ideas for how our brand style could be unique. I knew right away what visual elements did not fit our brand personality and what opportunities were available to stand out among our competitors.
I also spoke with Todd and Lisa about our culture and brand personality to get a sense of who we are and what a Tressler brand experience feels like. Todd shared some of his grandfather’s old business papers with an added sticky note that said “brand inspo.” From all of this I began to visualize what our brand style could be. Using combinations of color, texture, pattern, typography, photography, videography, illustration and tone, you can build a complete brand identity that is unique and powerful. I pulled inspo from lots of visuals and created a mood board that kick-started my design.
What did you design first?
I started with our typography. Almost all of our competitors use typography that is traditional and serious in tone. It just made sense to try to design our logo icon using lower case letters. By making the “ta” lowercase, it now feels more approachable, accessible and warm, all things we believe make up the Tressler experience. The lowercase nods to the era of typewriters (inspo from the old papers) and adds a vintage flair to the brand. I used a sans type as our accent font instead of a traditional all caps serif for our business name. Our brand now feels modernized and more relevant to today’s consumer.
It’s great to learn the logic behind the letters. What led you to choose orange as your new brand color?
This part was fun. Color psychology is actually a thing, and it is fascinating! Did you know color works at a subconscious level faster than words or images and creates a gut response? So color choices matter. For us, our previous brand colors were black, red and gray. This overall palette communicated a more bold, corporate, serious and traditional feel all things we believe do not represent who we are. It was also a common color palette used by others in our industry. By changing our colors, we could instantly add visual uniqueness and more accurately communicate our brand personality and essence to our target audience.
Here are some of the insights that influenced this decision. Orange is known as a creative, abundant, positive, passionate, secure and comforting color. The redder tones of orange can communicate strength, stamina and determination, and brown is a color that is viewed as grounding, reliable, balanced, honest, sincere and warm. From all of these attributes, we developed the Tressler orange.
What can we expect next from the Tressler brand?
We are so excited for what is to come! We just launched our new website this month. Our website partner FortyAU, helped me bring our new brand experience to life. Our website showcases our new look, but more importantly, offers a user experience unlike anyone else in our market.
Our social media will also see a refresh. These platforms will continue to be a place we tell our story and engage in meaningful ways with our audiences. Our team also plans to release a series of free digital resources to offer more education around our practice areas to include; digital downloads, blogs, webinars and a new podcast. These extra resources will all be available on our website. As a marketer, I live in creative mode. A new brand offers so many opportunities to educate, entertain and add value to our audience.
What advice do you have for business owners considering a brand refresh?
Wow, that could be a whole other interview! But I’ll do my best to keep this short. Maybe we’ll answer in more detail on a future podcast. (smiles and winks)
1. Define your goals.
When starting any new project having a goal in mind is always a great first step. Why are you choosing to work on your brand? Defining what you want your brand to do for your business will help you create a brand identity that delivers results. Are you a start-up preparing to launch, or are you a small business getting ready to roll out a new product or service? Are you trying to stay competitive and looking for ways to gain more market share, or do you already have a brand but feel it’s time for a makeover? No matter what your reasons are, declaring your motives will enable you to set goals and stay focused as you work through the process.
2. Do the research.
Get to know your target customer and analyze your competition. I didn’t mention customer analysis earlier, but they also influence and impact your identity. Because the truth is, without our customers, we have no business. A deep dive into their personality and habits can help you learn what will resonate most with them. Knowing your competition is powerful. An analysis will take some time to complete, but it is insight you can use to position your brand for lasting success in your market.
3. Be true to who you are.
Know who you are and who you want to be. Your brand is more than a hip logo or slackline. Your brand is your story, your personality, your values, your mission and much more! It is an experience, and one that should be all your own. Your brand can do so many things for your business. It should set you apart, communicate a clear message, tell a story, build credibility, connect with your audience, motivate action, create memorable experiences and loyal fans. You can start your brand refresh today by doing a simple brand audit. Ask yourself how your brand is doing? How well does it do all the things listed above? Where are there opportunities to improve, and where can YOU shine?
As Chief Marketing Officer of Tresler & Associates, Megan leads the marketing, communication and development initiatives for the Tressler brands. She works to strengthen the company’s position as a trusted leader in the legal and real estate industries.
Megan is an award winning web and graphic designer and writer with nearly two decades of business to consumer experience with large and small organizations in marketing, communications, business development, public relations, advertising and brand innovation. She’s an experienced consultant, working with large and small businesses in brand development and marketing strategy and leads brand development workshops for rising and seasoned entrepreneurs. Megan is currently working to complete her first book on brand development estimated for release in late 2023.
Tressler & Associates, PLLC, and Tressler Title, LLC are adding to their leadership team with the appointment of Megan Climer as Chief Marketing Officer.
Climer is a talented brand and marketing expert who brings nearly two decades of business to consumer expertise and experience with large and small organizations in marketing, communications, business development, public relations, advertising and brand innovation.
Todd Tressler is pleased about the company’s new addition.
“I am super excited Megan is joining our team,” Tressler said. “We have spent the last four years reshaping our organization for its next phase of success. Adding Megan to our leadership team is exactly the type of strategic growth we are ready for. She brings a diverse set of skills and talents along with an energy and attitude every business owner wants on their team. Having her take the reins of our marketing strategy will enable us to continue to grow and thrive in both the short and long term. Most importantly, Megan represents our team values and core beliefs which is a trait you simply can’t train someone to obtain. They either possess them or they don’t.”
As Tressler’s Chief Marketing Officer, Climer will lead all marketing, communication and development efforts, as well as the brand’s digital marketing initiatives. She will be responsible for developing and executing strategies that advance the Tressler brands and strengthen the company’s position as a trusted leader in the legal and real estate industries.
Climer is excited to join the Tressler team.
“I’m thrilled to be joining Tressler & Associates, PLLC and Tressler Title, LLC during this pivotal season of growth and vision,” Climer said. “I had the pleasure of working with Todd and his team as a strategic brand and marketing consultant in 2014. I admire all the work he has done to position his business for success. My entire career has been in marketing and development. I am grateful for each opportunity that has prepared me for this new leadership role.”
Climer most recently served on the Marketing and Communications team at Cumberland University, where she was responsible for driving the development, ideation and strategic planning of marketing solutions to develop and execute against the university’s long-term growth plan. This included a specific focus on brand strategy, brand building, offer development, creative ideation and design, messaging, media placement, and all related broad-reach communication.
Climer will report directly to Todd Tressler, Owner, and CEO of Tressler & Associates, PLLC and Tressler Title, LLC, and will serve on the Tressler leadership team.
What does it mean to be community-focused?
For Tressler & Associates it means we work every day to care for and support the people and organizations that make our community home. Our commitment to transform civic service with faith, love and gratitude impacts every decision we make. Because we believe true civic duty goes beyond our job descriptions – it reaches out and finds where there is a need.
There are many ways we can serve one another in our hometowns. At Tressler & Associates, we put our hearts into action with three important organizations who do incredible work to support and educate our local community.
The Joshua Chamberlain Society
The Joshua Chamberlain Society adopts wounded veterans and the families of deceased veterans and commits to providing support for the long term.
When American service members are wounded in combat, their lives are changed forever. And when our service members make the ultimate sacrifice, their families need support and security. The Joshua Chamberlain Society helps severely wounded veterans live full, vibrant lives despite their injuries. They ensure the families of the fallen are offered support and security today and in the future.
With the help of generous donors, JCS “adopts” severely wounded veterans – those who have suffered traumatic brain injuries, lost a limb or multiple limbs, or both – as well as the families of those service members who sacrificed their lives in service to our country. JCS provides real, tangible support for these individuals and families not only in the present, but also five, ten, twenty or more years down the line. Years from now, they will still feel the support of a community grateful for their sacrifices.
Empower Me Center transforms the lives of individuals with special needs through activities and opportunities for growth in a safe, secure environment while providing community education on disabilities and inclusiveness.
At Empower Me Center, they create opportunities in an accepting, therapeutic space year-round that caters to the needs of all their participants and provides them with the same opportunities as those in their peer groups without disabilities. They offer six weekly summer day camp sessions and other year-round activities personalized to meet individuals’ behavioral and medical needs. Each program provides a safe, positive learning and social environment for children and young adults ages five years and older.
Empower Me Center works with individuals with disabilities including, but not limited to: Autism, Cerebral Palsy, Cancer, Epilepsy, Fragile X Syndrome, Post Traumatic Stress Disorder from physical or sexual abuse, Bipolar Disorder, ADHD, Obsessive-Compulsive Disorder, Depression, Blindness, Deafness, Microencephaly, and Schizophrenia, Down Syndrome, Tuberous Sclerosis, Smith-Magenis Syndrome, and Angelman Syndrome.
The Tennessee Arts Academy is the nation’s premier professional development institute for arts educations. A program of the Tennessee Department of Education, the Academy has been held annually since 1986 at Belmont University in Nashville, Tennessee.
The Academy trains more than 325 educators each summer, directly impacting 150,000 to 200,000 students each year in classrooms across the country. Since 1986, more than 7500 teachers trained by TAA have touched the lives of over 3 million students. Teachers return to the classroom better equipped to provide Tennessee students with the necessary skills and experiences to become creative and productive members of our workforce and society.
Building a community starts with awareness – awareness of self and of others. To identify where we could impact our community, we spent some time to answer these three questions:
What are we passionate about?
What gifts, talents and resources can we share to make a positive impact?
What opportunities are in our community that allow us to put our hearts into action?
You can answer these same questions. We can all be a community focused on putting our hearts in action, and together, we can build a community we all love to call home.
Tressler & Associates, PLLC is pleased to announce the promotion of Turner Smith Evans to associate attorney.
On November 16th, Tressler & Associates, PLLC celebrated Turner Smith Evans as a new member of the Tennessee Bar Association. He took the oath in a swearing-in ceremony among family and friends at the Rutherford County Judicial Center in Murfreesboro, Tennessee. Judge Darrell Scarlett presided over the ceremony and administered the oath.
Evans took the bar exam in July 2022. In total, 458 test takers were successful on that exam. The exam had a 62.36% pass rate of 736 individuals — 622 first time test takers and 114 repeaters.
Todd Tressler had no doubt Evans would succeed.
“We are so proud of Turner on this milestone accomplishment,” said Todd A. Tressler, II founder and CEO of Tressler & Associates, PLLC. “Turner is and has been an integral member of our team. He is a dedicated steward in our community and a giver at every level of his life. Now with a law license to back his efforts he will continue to make a positive impact throughout the community.”
Evans has worked as a full-time legal assistant at Tressler & Associates since May 2019. In this role, he has cleared title for real estate cases, and handled a high-volume caseload, including probate and suits to quiet title. He plans to continue his work in the firm’s estate planning and probate services.
Evans is excited to set new goals and shift his focus from studying to helping those in need.
“Getting my law degree is a culmination of my entire life’s work so far,” said Evans. “Now that I am an attorney, my focus can now be on helping others work through life’s challenges and achieve their goals. I am so grateful to the people who have supported me along the way, especially my family and Tressler team. I am honored to serve in my community as an agent for others.”
Evans is from Lebanon, Tennessee. He attended and graduated from the University of North Florida in Jacksonville with a BA degree in political science; he then graduated summa cum laude from the Nashville School of Law with a JD degree in 2022.
Tressler & Associates, PLLC began as a law firm focused on real estate law. On November 23, 2009, in honor of his family legacy in the real estate industry, attorney and CEO, Todd A. Tressler, II founded Tressler & Associates, PLLC. That day marked the 100th anniversary of his family’s real estate business, J.R. Hobbs & Sons Realty and Auction, and a new chapter for the next generation.
Since its inception, Tressler & Associates has been committed to securing peace of mind by protecting the interests of friends and neighbors through practicing the legal profession fairly and ethically with sincerity. Now in its thirteenth year, the firm has thriving practices in real estate law, entrepreneurial law, estate planning, and general counsel.
Tressler recalls the economic difficulties the same year he opened his doors.
“It was a challenging time for so many people,” said Todd A. Tressler, II founder and CEO of Tressler & Associates, PLLC. “I knew it would not be easy to launch a business during an economic recession. I believed if we kept our focus on our vision to inspire compassion – both in business and in the community, we would succeed. Our team shares a true passion for making a difference in the lives’ of others. It is why we remain committed to providing approachable legal services that accelerate the success of others and to delivering a meaningful experience that demonstrates our love and appreciation.”
The firm works to understand its client’s needs before taking transactional steps. “Our approach is unlike traditional law firms,” said Tressler. “It contrasts with the industry’s costs and outcomes reputation. We instead offer flat fees and bundled services to reduce the concern of financial commitment. We answer the phone when you call and return your calls promptly. This seems like a small thing, and it is, but we know building meaningful relationships start with how we prioritize the small things.”
Tressler & Associates is ready for the next season of growth and vision. “The Tressler team is excited for what lies ahead,” said Tressler. “The pandemic offered our firm an opportunity to reshape and redefine our priorities. Taking a step back has positioned us to step forward into our future with confidence.”
Tressler continues to invest in technological support for their practice to strengthen communication and case management capabilities. The firm plans to launch a full line of bundled legal solutions in 2023, further demonstrating their commitment to offer more approachable legal services to the community.
The Tressler & Associates team consists of two attorneys and six experienced professionals. Together they work to ensure every client receives the highest standards of legal expertise. “When we say we’re different from other law firms, we mean it,” said Tressler. “Being different doesn’t make us special. Being purpose-driven, compassionate and approachable does. As we celebrate our thirteenth anniversary as a law firm, we want to express our sincere gratitude, especially to our clients and community, who have offered their unwavering support and friendship over the years. Our future is bright, and we are profoundly grateful.”
On September 29th, 2000, a young man from the Nashville community that was loved by many, passed away in a tragic accident on Tim’s Ford Lake. Christopher Douglas Dowdle was a graduate of Brentwood Academy, and was well on his way to a degree from the University of Tennessee at Knoxville.
Since his unexpected death, friends and family have come together to put a golf tournament together annually so that they can keep his memory alive and share the special moments that were spent with Chris. The funds raised from this tournament are allocated to both Brentwood Academy and The University of Tennessee in the form of a scholarship for prospective students at each institution.
As active board members of the annual Strokes and Streams Invitational held at the prominent Brentwood County Club, myself, Todd A. Tressler, II, and a great friend of mine, Austin Kemp, are leading our yearly effort to obtain tournament sponsorship.
Please join us Friday March 13th as we celebrate an exciting milestone for our firm when we cut the ribbon and open the doors to our brand new office in Mt. Juliet! Ribbon Cutting with Mt. Juliet Chamber of Commerce: 4:00pm Open House until 6:00pm 1400 North Mt. Juliet Rd. Suite 204 – Click Here for Map Mt. Juliet, TN 37122
We are excited about this new chapter for our law firm. We will be supporting Mt. Juliet and the surrounding areas with all our Legal Services. Please be sure to contact us if you need assistance with any legal matter.
You can learn more and contact us for each of our service areas here.