Branding Matters

In the mid-1990s, there was one thing in common among the National Hockey League’s San Jose Sharks, Anaheim Mighty Ducks and New York Islanders; the National Basketball Association’s Vancouver Grizzlies, Charlotte Hornets, Detroit Pistons and San Antonio Spurs; the National Football League’s Miami Dolphins and Jacksonville Jaguars; and Major League Baseball’s Arizona Diamondbacks, Seattle Mariners, Florida Marlins and Tampa Bay Devil Rays: they all incorporated teal in their respective logos. Teal was all the rage in the 1990s and is the iconic color of that decade.

 It should be no surprise that the current Tennessee Bar Association logo and its teal color scheme was launched 24 years ago in 1995. The TBA used a square-looking logo design for about 15 years prior to the current logo. One of our goals for this bar year was to modernize the logo and the branding of our association. Thanks to the hard work of branding professionals, our staff and an ad hoc committee, we are on track to unveil the TBA’s new logo in the near future.
 

Why Is This Important?

Launching a new logo may seem like a simple concept. However, branding is not simply a new logo. The new logo is only part of the equation. The TBA’s new look will be part of a broader branding effort that will reflect the core values of our association. Our goal is for our brand to communicate what we stand for as an association and tell the story of the TBA. Branding uses tone, logo, color scheme and identity to align what we want people to think about the TBA with what people actually do think about the TBA.

Keeping and Retaining Membership

Younger lawyers are not joining bar associations in the same numbers as those lawyers from past generations. Young lawyers will move to other organizations if they do not immediately see the benefits of bar membership, so bar associations must work harder to show value to newest members. Branding is the first impression the TBA will have on prospective members. A strong brand will convey the importance of the TBA’s mission, policies and services. Branding also gives insight into the TBA’s values and benefits.

Marketing Efforts

A great brand creates a clear message and gives the TBA its personality. This will make it easier for our staff, sections and committees to continue their great work and promote their various activities throughout the year. Strong branding will create a message that could be used to support our membership initiatives.

Employees and Members Become Promoter

A modern brand and clear messaging will allow our staff and members to become brand advocates. It will create opportunities for staff and members who will be proud to share content. The TBA will benefit from increased reach when the new look and message of the TBA is shared across various social media platforms.
The new branding will be a reflection of the TBA. At the beginning of the bar year, I said that we would embrace modernity while respecting tradition. The new logo and tone created by the branding effort will not only honor the history of our proud association, it will also tell the story of where we are going in the future.
Enjoy the ride.


Pannu’s Pairings:
British Columbia’s Okanagan Valley

I mentioned in the August 2018 issue of the Tennessee Bar Journal that I would be saving Burgundy’s Côte de Beaune for my final article as TBA president because Burgundy was my first wine love. You may have noticed throughout the bar year that I have a certain affinity for wines from France. For my second to last article as TBA president, I wanted to bring your attention to the most under-the-radar wine region in the world: British Columbia’s Okanagan Valley. British Columbia, Canada, is where yours truly was born and raised.
B.C. wines do not have much of an export market because production is small and Canada consumes most of these wines domestically. Within B.C.’s wine growing region is the Okanagan Valley, about 400 KMs from Vancouver. There are nearly 200 wine producers in the 200 KM (124 mile) stretch of this valley full of vineyards. There is not a particular wine style or typical grape varietal in this region. The winemaking styles, soil profiles and grape varietals are incredibly diverse. They are still figuring out what wines work best in this region. This should not be surprising as it took the Cistercian monks almost 800 years to figure out what wines worked the best in Burgundy, France.
My favorite wineries in the Okanagan Valley include 50th Parallel Estate Winery, Haywire Wines, Culmina Vineyards, Burrowing Owl, Popular Grove Winery and Summerhill Pyramid Winery. If you have the opportunity to taste these wines, you will likely be somewhere in Canada. For appropriate pairings, ask the winery directly or consult with the undoubtedly friendly sommelier at your favo(u)rite Canadian restaurant.

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