By Don A. Kiamie, Westchester Chapter President

Let’s try something different for a change. I recently attended a seminar where we discussed the definition of “brand.” We agreed that brand meant your customer’s perception of you—that is, a product of their most recent experience with you.

As I thought about this, I decided to apply this to our profession. My first thought was to define “customer.” Does customer mean the public? Your current and prospective clients? How about users of financial statements? And a CPA in industry—is his customer the public? Other employees of his firm? I decided that the CPA’s customer, whether a CPA in public practice or in industry, will always be the public.

Now, let’s reword our thoughts. A CPA’s brand is the public’s perception of our profession. So, what has the public’s most recent experience been with the CPA profession? If we look at the news media and the headlines with regard to Enron, WorldCom, Tyco and other corporate financial impairments, the public’s perception of us may not be favorable.

Did we or someone else create a public perception of our profession that was too difficult to live up to? I don’t think so. Because, if we strive to be the best, we understand that this is a continuing commitment to better ourselves.

I believe that the recent problems within our profession are an opportunity for us to create a new and better customer perception. To achieve this goal, we need a grassroots approach, starting at the chapter level.

Have a great summer. I welcome your thoughts, comments and suggestions to make Westchester a better chapter and the Society better as a whole.

Has the profession been “branded”?

Don Kiamie can be reached at 212-213-2112 or donalbert@mindspring.com.