CPA PLI
CPA PLI a standalone organization that is part of the Chartered Accountants of Canada family. For 30 years CPA PLI has worked alongside the National and Regional/Territorial regulators to become the largest professional liability insurance provider exclusively for CPAs.
Today they protect and defend more than 9,000 firms and retired professionals across Canada and Bermuda.
Industry
— Financial services
— Insurance
Branding to
— Articulate value
— Be better understood
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Website design & development
— Brand assessment
The Situation
The organization recently appointed a new CEO, who engaged Yield to help the organization rearticulate their value proposition and brand story through a new website designed to improve the members’ experience with the brand and their access to educational content around risk management.
CPA PLI does more than simply protect its members. They are stewards of the profession. Not only do they safeguard the profession’s reputation but by providing robust protection and risk education to insured members, they also ensure the public is protected as well. Our job was to bring this value to the surface in a meaningful and compelling way.
Human Catalyst
Accountants are driven by numbers and facts and typically see branding and marketing as fluff.
The Solution
Following an in-depth analysis of existing research and strategic collaboration with the client, Yield Branding developed a powerful brand strategy, value proposition that set the tone for CPA PLI. The strategy helped:
- Define and articulate who and what CPA PLI are, and how they fit into the CPA eco-system
- Balance the need for endorsement/support from the regional regulators against the need for objectivity around insurance options to their members.
Leverage the sole focus on PLI insurance to differentiate us through our expertise derived from:
Our origins;
Tenure;
In-house capabilities.
- Build a value story that highlighted and showcased the critical nature of what they do to minimize the importance of PRICE;
- Reinforce their comprehensive capabilities in navigating a claim;
- Use their tenure and breadth of claim experience to fuel a better coverage story.
We brought the brand to life and amplified it across the board through:
- A new website that articulated their value
- An image bank that reflects the brand’s character and voice
- A social media content calendar and new LinkedIn presence
- A comprehensive set of brand guidelines to propel the brand into the future
- Educational content for presentations
The Yield
Yield helped position and create better understanding around CPA Plan’s relationship within the broader CPA network, while enchancing the perceived value of the brand. Our new website drove greater engagement with our core clients and amplified our value proposition.Over the year, the brand will be launching a bi-annual newsletter, educational content, and their future LinkedIn presence.