Company profiles are an integral part of your marketing mix, but how do you take them from bland to breath-taking?
Yes, obviously your company have been experts at what they do since 1983 and yes, obviously your company is going to give the best possible service in every area imaginable etc. etc…. But seriously, what about your company profile is going to compel people to not only read it, but to take it seriously and most importantly, remember it?
Creating a compelling company profile is not simply about exploding every single fact about your company since its inception onto a piece of paper, it’s about creating content that takes your reader on a journey.
I understand that you want to come across as professional, but that doesn’t mean you need to turn down the volume on creativity. Your company was created for a reason, there was an integral “why” when you came to life and that is the story that you need to tell. To be quite frank, your company history might not be the most interesting story, but any story is bound to be remembered more than a bunch of listed facts and figures.
Here are some tips on how to get your unique story across, and how to ensure that users aren’t immediately hitting the back button on their browsers.
1 – Tell me who you are
I hop online and within 5 minutes I am assaulted from every angle by some kind of messaging. “use us”, “buy now”, “we are here for you” etc. But do I really connect to this messaging? I for one, want to know who I am giving my hard earned rands to. Who are the people behind the company, and are they really the right players in the field that I’m investing into? If the company tells me straight up, from the start who and what they are, without trying to bamboozle me with information, I am much more likely to connect with my heart – and my head will soon follow.
2 – Add Visual Appeal
An interesting story automatically grabs my attention, but if there are exciting and relevant visuals attached, I am 100% sold. Keep your profile dynamic and striking, by using larger than life visuals that speak to who you are and what you do. If I see it, I will believe it.
3 – For the love of God, please – update!
If I come across a company profile that is an old, dusty relic that hasn’t been updated since VHS was king, there is no way I am going to trust that brand. Be relevant and with it when it comes to updating your information. Amazing achievements from 10 years ago will only damage your brand and alienate your audience.
4 – Go beyond your product
You want your brand to stand out from the competition? Show me the human side of who you are. What do you believe in, what are you passionate about and how do you make a difference? Yes, we are all cogs in this machine called technology, but please, show me that there is at least one human heart out there that I can connect to.
5 – Show off
There is a time to be humble and there is a time to pat yourself on the back. Have you done something great that changed the world? Have you had another influential client that has found fame and fortune because of you? Then tell me dammit! I want real and honest reasons to use you.
6 – Share your inspiration
Did you know that Starbucks is named after the first mate in Herman Melville’s Moby Dick? And that their logo is also inspired by the sea – featuring a twin-tailed siren from Greek mythology? I didn’t know that until I was checking out their company profile… It’s not a fact that will necessarily influence my buying patterns, but it has definitely made me more interested in them. Your brand origin story might not have any interesting quirks, but if it does, then share it!
The specific stories, pictures details and quirks that make up your brand essence are also the things that are going to make you memorable and well rounded in the minds of your audience. Be your brand – honestly and authentically in everything that you put forward.