Your Brand is Your Reputation with Jay Franze

Your Brand is Your Reputation

Jay Franze and Salim Omar talk shop. Brought to you by CPA Marketing Genius.

Who is Jay Franze?

A personal brand strategist and leadership development coach, Jay Franze has been developing his skills in the industry for over 30 years. He is adept at coaching small businesses to build, develop and grow their brands.

The Benefits of Branding

According to Franze branding directly translates to reputation. 

"Branding has a negative feel to it. When people hear branding, they think of people on the internet, trying to sell them something." 

Franze says that every organization, business or individual has a reputation that is constantly developing. Simply put, your brand is how the public sees you—regardless of how you feel you are seen by the public.

Franze's early experiences in the entertainment industry led him to realize that talent wasn't enough. He began to understand that there is a very systematic way of growing from the bottom to the top. He has coached and works with small businesses as well as large organizations and their individual teams, to help them grow and expand— not only their company, but the leadership within that company.

Key Points for a CPA Firms Website

The first impression

"When we meet a business for the first time, whether it's through an advert, or if we're introduced to a representative from that company, as humans we read into that‐a lot more than you think we do." We become 'loyal' based on this impression.
 

Building a relationship and engagement

The aim is to build a relationship with your potential client. A CPA owner will develop this engagement so that they can make a connection with the people that they want to serve. 

"The first impression is what's going to develop that mood and thought processes that your potential client is going to have. This could be through your business cards, advertising or word of mouth. The engagement we have with them after that is where the money is."

CPA Websites and Branding

Importance of Professionalism

Franze states that a CPA can be professional in a number of different ways. He compares the entertainment industry to the business world. "We were working with recording artists. You can be professional, but still present the preferred type of image to your demographic. It is the same thing in the corporate world. If you are looking to be more formal, we can put together a formal image, but either way, it has to start with professionalism."

Get the Basics Right

Make sure your website has the fundamental — The right name that's easy to spell, simple to find and easy navigation. Colors that tie into your logo, your office space and your ads. These are the elements that put together "a brand." These are the basics of branding but it is much more than that. 

Take your website to the next level

A solid about page that talks about the actual organization or the individual and a contact page are the two most popular pages on a website. These help your clients find you, while opening the lines of communication.

Your website needs to be intuitive

This includes ease of navigation and clarity about where to click on. A website should be easy to see, in one quick view. The graphics need to be aesthetically pleasing to hook your viewers imagination.

CPA Owners Information on their Website— How Much is too Much?

How Important is Authority and Credibility When it Comes to a CPAs website?

Credibility is part of developing a brand. It's all about trust. "You're not going to want to do business with somebody that you don't trust or someone that you don't think is capable of doing the work."

Ways a CPA Can Develop their Credibility:

• Writing a book
• Appearing on somebody's show to talk about their expertise. 
• Write articles for industry magazines. 
• Speaking at conferences

All these articles need to drive traffic back to your website—your home base, so they can find the information that they need to learn about your organization, your face of your organization, and your contact information.

Use Social Media to Build your Brand as a CPA

According to Franze, social media is not merely a sales platform nor is it about building a following or receiving high numbers of engagement. 

"Social media is about providing value to people who want to be able to get in touch with you. It gives them a direct line to you as an organization or person. You are not on social media to try to sell people. If you provide value, the business will come."

Hacks to Help a CPA Create Valuable Content 

• Create content that your readers want answers to
• Be consistent in putting out articles or blogs-at least once a week. 
• Get published in a magazine as often as you can. 
• Put out daily tips and tricks on social media-engage with the comments.
• Develop professional friendships 



When you use these methods you are building credibility while offering your services in a positive and genuine way. 

Closing Remarks from Jay Franze

"People need to understand that there is no fast hack or trick or something. It all boils down to putting in time and delivering value." 

The CPA Marketing Genius Podcast is brought to you by Salim Omar. Learn more tips, tricks and hacks by visiting CPA Marketing genius. Read through our wide range of affordable and professional services or contact us directly via our contact page.