As a content creator, I know brand identity is everything. My audience wants to know what makes me different, why I create content, why they should trust the information I put out, and why I might promote a product or service.
As a content creator, I know brand identity is everything. My audience wants to know what makes me different, why I create content, why they should trust the information I put out, and why I might promote a product or service.
The same is true for companies. In addition to the information above, people who find your company online want to know about your mission, vision, and how you can help them solve their problems.
The best way to convey all this and establish a solid brand identity is to do what I did with my own website — create a profile. In my case, it’s a creator profile, but for you, it’d be a company profile.
Not sure what a company profile is or how to create one? Don’t worry — I got you covered with a breakdown of everything you need to know about building a company profile.
- What a Company Profile is
- How to Write a Company Profile
- Company Overview Template
- Company Profile Examples
- Company Description Examples
- Company Profile Templates
A company profile serves multiple purposes, but two of its primary goals are to connect with customers and attract investors for funding opportunities.
Why Company Profiles Are Important
As you can see on my profile, company profiles go beyond a regular About page. My profile details how I started, why I create content, and my journey to finally starting the blog.
A simple About page would typically only include a brief overview of who the company is and a point of contact.
Your company profile would show your company’s beginnings and why you continue to serve customers. Essentially, it humanizes your brand. Additionally, a company profile:
1. Differentiates Your Brand
According to my profile, my brand‘s story started with my sister’s Sailor Moon VHS tapes. Those tapes eventually led me to create content centered around anime and different “nerdy” entertainment aspects.
My brand’s story is unlike any other, and the same goes for yours. No two companies have the same founding story or reason for existing.
Your history and values are integral parts of your brand positioning strategy, and a company profile is where you can mention this information without feeling like you‘re talking someone’s ear off.
2. Can Justify a Higher Price Point.
A company profile is a perfect opportunity to show the work that goes on behind the scenes, thus justifying why your prices may be higher than others in your industry.
For example, luxury fashion house Prada’s company profile emphasizes the company uses raw materials that are meticulously sourced and exclusively produced for the fashion house.
This creates a sense that you’re paying more for higher-quality items. It also explains why I can never afford them.
3. Builds Your Reputation.
My content creator profile emphasizes that I‘ve been an anime fan since childhood and shows how I developed my skills for years as a journalist. My audience knows I’m an experienced creator who also happens to be a total nerd.
My audience trusts I‘ll provide quality content rooted in my passion for the medium. It’s a reputation I hold dearly.
Think about what you want your company’s reputation to be. Is your company the one that started as a small family-owned shop that grew into a billion-dollar enterprise? Or is it a company that upholds sustainability and puts ethics at the forefront of its brand?
You can build your reputation through marketing, service, and sales campaigns, but it all begins with a well-curated profile.
You didn‘t think I’d tell you what a company profile is and not tell you how to write one, did you? Have no fear, here are 11 steps to guide you on how to write your company profile.
1. Start with a company profile template.
No need to start from scratch. HubSpot has six free company profile templates for organizing and sharing your profile. Download these templates for free and follow the next steps in this article.
2. State the purpose of the company profile.
Your statement must align with what you‘re trying to accomplish. Let’s say your goal is to attract investors. In that case, you should include:
- Your business’s performance
- The value of the products you sell
- The company’s revenue
On the other hand, if you want to attract customers, it’s best to add the company values to your profile.
The purpose of a company profile should act as your guide throughout the process, so take your time on it.
3. Decide on the format or style.
Have you ever clicked off a page because its format or style was too jarring or difficult to navigate? If so, you know first-hand how important the proper style and format is to a company profile.
When designing your profile, consider your audience. For example, it‘s best to stick to the traditional format for an accounting firm. That is, list the company’s achievements and awards.
On the other hand, if you’re in a fashion or social media marketing firm, you should be creative and visual.
I love the homepage for Dept, a marketing technology company with an innovative and visual homepage that aligns with its offers and shows off its creativity.
Don’t be afraid to experiment or go wild with your ideas as long as they resonate with your target audience.
4. Tell your story & be authentic.
A million other businesses sell what you‘re selling, but no one else shares your story. Your story is what makes you unique. Don’t just write numbers and dates; let your prospects know who you are.
Be vulnerable and tell them why you started your business.
For example, one of my favorite brands, Thursday, is very candid about why it started selling boots. Thursday’s profile says:
“Thursday was built out of our own frustration. Clunky work boots or delicate fashion boots? Cheap shoes that fall apart after a few wears, or incredibly overpriced shoes? It didn’t seem right that we had to make these trade-offs. There had to be another option.”
What inspired you? Share the bad and the good – it mustn’t be glamorous. It only has to be authentic.
5. Add your company’s mission statement.
If you don’t have a mission statement, it‘s time to craft one. Writing a mission statement for your company isn’t as scary as it sounds, and there is no need to overthink it.
When crafting a mission statement, I think about these three questions:
- Who you serve – your target consumer
- How do you do it – what product or service do you provide to solve their problems?
- What makes you different – why should your consumers buy from you or trust you over your competitors?
Let your answers guide your statement.
6. Write your company’s history.
Growing up, I always thought history was boring — but that‘s not always the case regarding a company’s history. As I said, every company has a unique story, and detailing your rich history is a great way to stand out.
Just ensure you recount your story chronologically; otherwise, it will confuse your readers. You can do it in a paragraph or a timeline format if it shows a flow.
Another tip is to remember that less can be more. As tempting as it is to share all your milestones, stick to the major ones to avoid overwhelming the reader.
7. Describe the products and services you offer.
The next step is to describe what your company offers. You can choose a few of your best products or services and give an in-depth description or simply list everything your business offers.
8. Name the awards your company has received.
If you have received any awards or recognition, add them to your profile and describe them. They showcase your company’s values and give the community a reason to trust you.
9. Add your customer’s testimonials.
Your customers may take everything you say with a grain of salt, but they will believe other customers who have used your products. This is an excellent way to promote your business without having your products or services come off as hard-sell.
If you‘re a B2C business, simply include some of your customer’s best quotes tied with your best value products. If you’re a B2B business, have a testimonial from the most prominent client on your profile.
Hedley & Bennett, a restaurant wear company, features customer reviews and testimonials on its homepage.
10. Include a call to action.
While not mandatory, I strongly suggest a call to action because it can only help. It can urge people to book an appointment, make a purchase, etc.
Think about what you want the readers to do after reading the profile — visit your branch, check out your website, or call you? Simply include it at the end of your profile. This brings us to our last step.
Pro Tip: If you’re using our CMS, dropping in a personalized CTA is easy.
11. Add your company’s contact information.
Okay, so you bared your company‘s soul via your company profile, and readers have more enthusiasm for your business and want to work with you — now what?
Well, the next step would be to contact you, but they can’t do that if your information isn’t easy to spot.
Include in your profile all the possible ways your prospects can reach you. This may include but is not limited to social media profiles, websites, phone numbers, fax, email, and physical address.
Make sure it’s visible to anyone who reads your company profile.
Company Overview Template
Now that we have gone through all the necessary steps you need to create a company profile, it’s time to put all that into action. Here is a simple company overview template that will help you get started.
Our Story
[Company name] was founded in [Year], and we have accomplished so much over the years. To create a world where [ the solution your business solves] has always been our goal.
Our Founder and CEO [Name] was inspired to start this company by [ one or two sources of inspiration].
At [Company Name], we encourage our community to [ a positive statement about your brand].
Meet our Team
[Photo] [Name] [Job Title]
[Photo] [Name] [Job Title]
[Photo] [Name] [Job Title]
Our Mission, Vision & Values
Mission
Our goal is to provide our customers with the best [ service or product] at the best possible market price without compromising quality.
Vision
To be the most reliable [ service or product] provider and enhance [what your product or service does].
Core values
[List your company’s core values]
What Our Customers Are Saying
[Insert customer’s testimonials]
Contact Information
Location
Website URL
Social Media Pages
Cell Number
Company Profile Examples
1. Starbucks
Starbucks’ company profile has it all — its mission, background story, products, store atmosphere, and even folklore regarding the name. Best of all, they manage to pull off sounding genuine and grandiose.
I don’t know many other coffee stores that could claim that their mission is “to inspire and nurture the human spirit.”
Starbucks’ company profile is a fantastic example of a store with a common household product: coffee. Starbucks managed to stand out from the competition through its mission and values.
2. Wales Bonner
If your company has an exciting and intellectual history, you might consider creating a profile like Wales Bonner’s.
It begins with an impactful statement:
“Wales Bonner proposes a distinct notion of cultural luxury that infuses European heritage with an Afro-Atlantic spirit. Launched by Grace Wales Bonner following her graduation from Central Saint Martins in 2014, the label is informed by broad cultural research and embraces a multiplicity of perspectives.”
After sharing the brand’s intellectual background, it describes the owner’s journey in building the company, starting from when she was a college student, as well as the accolades she has received through her ingenuity in design.
With a good balance of image and text, the timeline serves as a reminder of Wales Bonner’s stability and growth.
3. Diehl Group Architects
Look at Diehl Group Architects’ company profile for both cleanliness and ease of use.
The web page uses clickable boxes to separate topics, allowing users to choose which subject to learn more about. Additionally, the entire design mirrors the company‘s purpose, including the page’s background, which displays a floor plan.
4. Bloomberg
Consumers use video as an integral part of their journey with brands, so you might consider using a compelling video to convey your company’s story as Bloomberg does in its company profile.
Bloomberg‘s profile proves the company knows its audience because it offers quick statistics and links to other site areas, such as Careers and Tech. While other businesses might do well in providing a creative, long-form story, Bloomberg’s typical demographic is likely more analytical.
5. Nike
You can instantly understand Nike’s two primary purposes — fitness, people, and inclusion.
When you land on its website, you’re greeted by a bold statement: “Bring inspiration and innovation to every athlete* in the world.”
The asterisk implies, “If you have a body, you are an athlete.” As you scroll, you’ll see information on its internal diversity and inclusion initiative, global community impact, and sustainable business program, with very little mention of its products.
Nike’s company profile portrays a larger, grander vision, compelling an audience to believe in its brand before purchasing a product.
6. Seattle Cider
Seattle Cider Company‘s profile is minimal and engages viewers through compelling animations that demonstrate the company’s cider selection.
The page flows seamlessly and provides critical information regarding the product before displaying the company’s mission and values.
This profile is an excellent example of a company that understands its users’ concerns (in this case, quality ingredients) and addresses those issues while still displaying personality and flair.
7. Delta
Delta‘s page is well-organized by topic and showcases the company’s values, including efforts to engage with the community and promote sustainability.
It includes brief meta-descriptions below each category, and the design allows users to click through to learn more. Delta’s company profile is simple and uncluttered but includes all the necessary information to demonstrate its uniqueness.
8. Roam Loud
Roam Loud’s company profile is a great example and inspiration for any brand with a personal story.
It’s simple yet effective, starting with a friendly greeting, “Hey there!” and ending with a list of values. In between, the founder clearly states why she created her brand and why its existence is important to her and prospective buyers.
9. MAD Architects
MAD Architects‘ company profile is an excellent example of simplicity and informativeness. The profile isn’t shy about the firm’s accomplishments and lets readers dive deeper into the firm’s exhibitions, lectures, awards, and publications, all visible on different tabs on the same page.
By leaning into a strong brand voice and giving details about its service, customers have the information they need to decide for themselves.
If your business is a leader in your field, consider creating one similar to MAD Architects.
10. Topicals
Topicals is a skincare company that provides products and education to help people target and learn about flare-ups. It has a one-of-a-kind about us page that is interactive and provides a fun experience for site visitors.
When you land on the page, you immediately see multiple interactive cards, the first of which describes its mission.
Once you’re done reading about its purpose, you can learn more about the company by clicking on the other cards or simply selecting the information that is most relevant to your needs.
Examples of Company Descriptions
Here are some examples of company descriptions that enhance their organizations’ company profile.
1. HubSpot
On HubSpot‘s profile page, you’ll find a brief description of the company’s mission and what it does. In just a few words, HubSpot explains that the company’s goal is to help businesses grow through its specialized inbound software.
2. H&H Wealth
On the “Why Zaneilia” page of its website, the founder of H&H Wealth briefly introduces what she believes in and encourages her customers to walk the journey with her.
She also makes a promise to her clients, setting expectations and the tone for the service she’ll deliver, helping her and her business come across as a partner rather than a vendor.
3. Dope Coffee
Dope Coffee aims to bridge the gap between coffee, hip hop, and culture to uplift the Black community. Its website describes the company’s history and mission.
Still, a single line sticks out as a powerful and impactful description of its business to take inspiration from: “We are Dope Coffee Company, and we are changing the world one cup of coffee at a time.”
4. Authentique Agency
Authentique Agency provides the perfect amount of information upfront to describe what it is and its mission and values — leveraging the power of identity in brand campaigns that reflect cultural identities rather than erasing them.
I also love the use if the term “code switching,” which is a term women of color like myself know too well. This shows Authentique Agency understands and relates to its audience.
It’s a great example of how to quickly and succinctly convey your message to site visitors.
5. The Cru
The Cru is a service that connects members with like-minded women to fuel personal and professional growth. It uses an “Our Story” page as a company profile, where the founder details how she formed the organization and how she owns “Cru” (a play on the word “crew”).
This summary is a testament to the value of the service. The “letter from the founder” style also feels personal and welcoming.
6. Carol H. Williams
Carol H. Williams, an advertising agency, doesn’t have an “about” page or a formal company description. However, it displays a snapshot of what the company is all about on its “Team” page.
It emphasizes its core values and uses trendy language (“#squadgoals”) to establish that it keeps up with the current trends.
7. Cafe Con Libros
Cafe Con Libros doesn’t have an about us page.
Still, it does have a company description that clearly explains its mission and values in two short sentences: “Cafe con Libros (coffee with books) is an Intersectional Feminist community bookstore and coffee shop.
Through our choice of books, programming, and great coffee, we endeavor to create a vibrant community space where everyone, specifically womxn-identified folx, feel centered, affirmed, and celebrated.”
8. Custom Collaborative
Custom Collaborative helps no/low-income immigrant women build entrepreneurship skills that help them succeed in a sustainable fashion.
Its About Us page features essential need-to-know information for anyone looking to them for support, interested in donating to the cause, or simply looking to learn more about the business.
Company Profile Templates
I‘m a very thorough person, so of course, I’m going to leave you with some additional company profile template ideas. Just click the link below and follow along for a breakdown of the different sections within a profile.
Download These Templates for Free
No matter the template, make sure your profile includes the following:
- Company name
- Established date
- Physical address per location
- Contact information
About Us / Our Story / Our Beginning
In this part of the company profile, you will need to include a brief introduction to your company, including where, when, and by whom the company was founded, the company‘s mission statement, and/or the company’s vision and purpose.
You don’t necessarily have to include products or services in this section yet, but focus on your bigger meaning and how you stand out from competitors instead. Tell your story in a compelling way.
For instance, HubSpot starts its About Us section with, “More than ten years ago, we had a vision — an inbound world.” HubSpot doesn’t mention its products until further down the page.
If you want to add your company history in a more compact way, consider adding a company timeline, like this one:
Our Mission / Values
Here, you need to say what your company stands for on a larger scale. You can state your ultimate goal and your hopes for your products or services. Look at these inspiring company vision and mission statement examples for ideas. Here’s an example:
Our Team
Provide a picture or brief paragraph describing your team. You can focus on leadership or explain your company’s culture. Ultimately, this section should help users understand how your employees can uniquely serve them.
Our Product / Services
Describe a high-level overview of what your product is and how you hope it will positively impact the user’s life. You can link to a Product page if necessary, so keep this section relatively general.
Start Your Company Profile Today
And there you have it — everything you need to know about putting together a company profile. If you still need a little extra help, don’t forget to scroll up and click on the links to our templates.
Editor’s Note: This post was originally published in January 2019 but has been updated for comprehensiveness.
