In our ever-shifting economic and social landscape, a strong and resilient brand is more than a communications asset, it’s a strategic imperative. For CPABC, maintaining the health of the CPA brand is not only about visibility but also about trust, relevance, and long-term value. Through a dynamic and multifaceted approach, CPABC continues to champion the profession, ensuring that chartered professional accountants remain recognized as essential contributors to business success and societal progress.
Taking a new direction …
In September, CPABC took a bold new direction in its branding campaign. Moving beyond the now well-established concept of “You to the Power of CPA,” the new “Maybe” campaign reflects the uncertainty of our times while reinforcing the stability and clarity associated with the CPA designation. It’s a campaign rooted in both realism and aspiration, acknowledging that every career begins with a “maybe” while emphasizing how the CPA designation can transform uncertainty into a purposeful path forward.
For prospective students and young professionals, the Maybe campaign positions the CPA designation as a foundation for a career built to last—one that provides support and resilience in the face of change. The message is this: When your career is grounded in the CPA designation, even the wildest “maybes” are possible.
For employers, the campaign underscores the strategic value of hiring CPAs at a time when every hire matters more than ever before. The message is that CPAs offer more than just financial expertise and stability—they provide clarity, leadership, and insight. The campaign highlights the fact that CPAs are not just safe hires—they’re smart ones.
Our comprehensive campaign spans digital, print, streaming, and out-of-home channels, and includes sponsored content with major outlets such as BC Business Magazine, Business in Vancouver magazine, the CBC, the Daily Hive, and the Globe & Mail. This content, which showcases the diverse skills CPAs bring to organizations across sectors, both raises awareness and humanizes the profession, while highlighting the real-world impact of CPAs.
… while continuing to raise the profile of CPAs …
CPABC continually strives to amplify awareness of the profession through editorial content, thought leadership efforts, and strategic partnerships. Articles and podcasts on emerging topics such as artificial intelligence and environmental, social, and governance issues demonstrate how CPAs are leading in important areas and position CPAs as forward-thinking professionals who are shaping the future.
The BC Check-Up reports and surveys continue to be cornerstone publications that showcase the analytical strength and economic insight of CPAs. These reports are widely respected and frequently cited by media, reinforcing the profession’s role in informing public policy.
Profiles of CPA members, ranging from recent graduates to seasoned professionals, serve as powerful storytelling tools. They highlight leadership, innovation, and purpose-driven careers, offering tangible examples of what is possible with a CPA designation. These stories resonate deeply with audiences, especially young people exploring career options, and help to break stereotypes about the profession by showcasing its diversity.
CPABC’s commitment to brand health is also evident in our government relations and sponsorship activities. In addition to informing government about CPABC initiatives that align with government priorities (for example, anti-money-laundering efforts), we provide commentary on the provincial budget through the formal consultation process and highlight our role as a proactive regulator that protects the public interest. Through these various efforts, we work to ensure that the “voice” of the profession is heard and respected.
… and broadening our reach on social media
Social media continues to play a central role in CPABC’s brand strategy. With over 50,000 followers across our various platforms, CPABC has a thriving digital community. On LinkedIn, our strongest channel, more than 30,000 followers engage with content that celebrates member achievement, provides subject matter expertise, and promotes upcoming events. On Instagram, a medium that resonates particularly well with students, candidates, and younger members, we continue to see growth in follower numbers. Posts featuring member profiles and success stories perform exceptionally well on Instagram, reinforcing the value and vibrancy of the CPA community.
Student recruitment content represents approximately 20% of CPABC’s social media output, with the highest engagement on Instagram. This targeted approach reflects a strategic understanding of where and how younger audiences consume content and how best to reach them with messaging that both informs and inspires.
Sending the right message
Ultimately, CPABC’s approach to brand stewardship is proactive, strategic, and aligned with the values of the profession. In a world where uncertainty is the norm, CPABC continues to promote the CPA designation as a credential that provides both stability and opportunity. Through thoughtful campaigns, engaging content, and meaningful partnerships, CPABC is not just keeping the brand healthy, we’re helping it thrive.
Kerri Brkich is the vice-president of external affairs and communications at CPABC.
This article was originally published in the November/December 2025 issue of CPABC in Focus.
