12
Dec

Corporate Profile Design: How to Develop One That Works for You

Corporate Profile Design: How to Develop One That Works for You

A corporate profile is a professional introduction to your business. It can be used as a marketing tool to attract potential clients and investors, as well as distribute to high-level stakeholders who are interested in understanding your business and service offering.

Just like your curriculum vitae, your company profile must contain content that is informative and related to your business. For that reason, you need to ensure that your business profile is well-written and presented in a professional manner.

In this article, we uncover the main advantages of a company profile and provide you with an easy-to-follow guide to ensure you develop a compelling one.

The Importance of a Corporate Profile

“Well-written company profiles deftly convey the predominant values and corporate culture that lends the organization its distinct character” (Terry Ottow, 2016). A business profile is a quick look at your company, allowing people to get a general idea of what your company does and what it offers. However, it is not all about stating facts. A business profile should demonstrate how effective your company is at meeting customers’ needs.

Here is why you need a business profile:

  • It can be used for marketing purposes: First impressions last longer. When prospects are going through your corporate profile, it is important to ensure it is “professionally written and designed in a way that will provide your business with the distinctiveness it needs, leaving a lasting impression in the readers’ minds” (Succeed Group, 2017).
  • Selling Purposes: Corporate profiles are the most versatile and effective tool that explains to a prospective client or investor what they can expect when dealing with your business. When prepared well, your profile has the ability to persuade clients to ultimately do business with you.
  • Recruitment Purposes: Your company profile becomes a vital document when potential employees are “considering the option of selecting your business as the employer of choice” (Succeed Group, 2018). Therefore, stating your core values, mission and company culture will show prospective applicants your ultimate purpose and where your company is heading.

How to Create a Corporate Profile

No matter if you’re a small start-up company or a big corporation, having a company profile is of utmost importance. To create a company profile, you need to carefully develop a strategy and map out the characteristics to be highlighted and how to communicate your unique offering in a concise yet attractive manner. Aside from the content, the design also plays an integral factor in creating a great corporate profile. In order to develop a captivating one, here are some important steps you need to follow:

1. Identify the purpose of the profile

Company profiles can be used for various scenarios, including company websites, trade portfolios or investment plans. So, before you start developing, it is vital to identify the sole purpose because this will set the tone for your profile. Make a list of topics you’d want your readers to know and make sure the tone used when writing matches your target audience.

2. Decide on a style

Now, how will you present this information? Do not be afraid to sway away from the norm. Use nice visual imagery and graphics to bring your company profile to life. You can also incorporate headers sub-headings and bullet points to create visual divisions within your profile. Remember to use simple, easy-to-read font for the headings and body text.
If you want your business profile to stand out, even more, integrate a few symbols, shapes and colours that represent your industry and your business. Also make use of your brand colours, and any other complimentary colours that align with your brand identity. However, avoid clutter. Do not include too many colours or too many objects. Another thing, don’t be afraid of white pace because it gives your profile a clean look and allows the reader to browse through with ease.

Corporate Profile -Genwest Logo-min

 

Corporate Profile Genwest Contents page-min

Figure 1 & 2 – Genwest Logo and Corporate Profile

When the Genwest corporate profile was developed, the overarching design and layout resembled its brand look and feel. By this, we mean the brand colour palette, solid lines and angular pointed shapes which represent steel as their product and service provided, were integrated throughout the business profile. To enhance it more, high-resolution images were incorporated to showcase the industry within which they operate in, as well as call attention to the features that gave rise to the logo and icons.

Corporate Profile Genwest Pages with icons-min

Figure 3 – Genwest Corporate Profile

3. Tell a story

“When you are trying to encourage people to pay attention to your business, you need to create a captivating story” – (Joanna Zambas, 2018)

Your brand story gives people an insight into the heart and soul of your brand – “it helps them understand how to represent your brand” (Shirley Chan, 2016). You will find that people connect better with stories than they do with a list of facts. Your brand story is; who you are; what you do; who you do it for; why you do it; how you do it; and where you are headed. Even though some businesses may not have a story to tell, but the fact that they are presenting information in a form of a story, it makes it more memorable.

Corporate Profile Du Meet the Brand page-min

Figure 4 – DÜ Corporate Profile

For DÜ, the company profile was designed to reflect its brand image, as well as bring out the brand personality and tone of voice. The company profile entails information about the brand such as; “What is DÜ?”, “Who is DÜ?” and “Why Choose DÜ?” This gives readers insight knowledge into who the brand is, what they offer, and what sets them apart.
On our previous article, 6 Steps to Create a Brand Style that Converts, we talk about how having a brand story allows customers to relate to your brand on an emotional level. It is not all about pushing products, but building a connection with your stakeholders.

4. Outline your mission statement

“The mission statement serves as a ‘North Star’ that keeps everyone clear on the direction of the organization” (Glen Smith, 2016). You need to write an appealing statement about your business’s purpose and values in order to let your readers know what you can offer and how you plan to grow as a business. If you have not yet developed one, here are 4 essential questions your mission statement must here:

  1. What do you do?
  2. How do you do it?
  3. Whom do you do it for?
  4. What value are you bringing?

Corporate Profile Moov Logo Update-min

Figure 5 – Moov Logo

When developing the Moov corporate profile, the mission statement below was a part of it:
“Moov Fuel is fully committed to supplying and delivering the highest quality fuel, oil and lubricant products to commerce, industry and agriculture in the Western Cape, Eastern Cape and Garden Route. We strive to maintain our reputation as a reliable supplier to our divers and ever-growing customer base, while tending to the needs of each as an individual”

Along with the mission statement, their vision and core values were also stated on the company profile. You vision and core values are also important pieces of information your readers would like to know about your business.

5. Keep a clear format throughout

You need to ensure your format is clean and clear. You need to stick to visual images and design elements that are in line with your brand identity. “The profile should be professional and business-like, but it also needs to grab the reader’s attention.

6. Write your company history in chronological order

If you want to include your company history, you need to list them in chronological order so that it flows and makes sense to the reader. To make it more interesting, you can integrate the company history in a form of an infographic or visual timeline.

7. Include your business contact information

In your company profile, please include your contact information. Before you begin, gather the details below. Please make sure this information is correct and up-to-date. The details are as follows:

  • Company name
  • Established date
  • Physical address per location
  • Phone and fax numbers
  • Website URL
  • Email address

8. Add a call to action

A call to action is a simple statement of what you want readers to do next. If you do not include a call to action, you will leave your readers hanging without knowing how to take the next step. Help them out and make that conversion. When you create a call-to-action, this is what you need to remember:

  • Offer one specific thing
  • Use clear, strong, persuasive language
  • Generate urgency
  • Personalize the copy
  • Try not to use friction words

9. Proofread

Do your very best to develop a well-written document that is clear, concise and accurate. Be sure to read it several times and check for spelling and grammatical errors, as well as typos. This document is going to be seen by high-level stakeholders, therefore, you need to ensure everything is up to standard. When you proofread:

  • Work from a printout, not the computer screen
  • Read out loud
  • End with a spelling check

Since the company profile acts as an ambassador of the policies and working style of your business, here are some few crucial tips to keep in mind:

  • Start the profile with a focused introduction that reflects the management style
  • Don’t make use of idioms and phrases. State your mission statement clearly
  • Make use of proper format, font and style
  • Keep the corporate profile up-to-date
  • Know your audience: Before you start to write, think about who will be reading your business profile, what they’ll want to know about your company, and what you’ll want them to know.
  • Be concise: Make sure you communicate everything you need to communicate about your company without bombarding your audience with unnecessary information.

It is important to remember that the layout of the profile should always reflect the company and its brand.
If you need a corporate profile to optimize your business and truly show your strengths, you can contact us and we can help you stand out. You can reach us at www.creativecaterpillar.co.za

References:
1. Joanna Zambas: https://www.careeraddict.com/write-company-profile
2. Succeed Group: https://www.google.co.za/search?q=why+a+corporate+profile+is+important&rlz=1C1PRFB_enZA488ZA488&oq=why+a+corporate+profile+is+important&aqs=chrome..69i57j0.5481j0j7&sourceid=chrome&ie=UTF-8
3. Terry Ottow: https://ampm.co.nz/importance-of-creating-a-corporate-business-profile/
4. Glen Smith: https://www.glennsmithcoaching.com/7-reasons-your-company-needs-clear-written-mission-statement/
5. Shirley Chan: https://99designs.com/blog/logo-branding/how-to-create-a-brand-style-guide/

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