We all know about the infamous rivalry between Dunkin' Donuts and Starbucks. At the end of the day, they both sell coffee -- but they've each cultivated strong, unique brands, and have attracted very different audiences as a result.
You can often overhear heated arguments regarding the topic, with people vehemently claiming one coffee chain to be better than the other.
But let's say you didn't know about the rivalry, and you'd never heard of either Starbucks or Dunkin' Donuts before.
Instead, you stumble across these two very different company profile statements:
From their opening paragraphs alone, I'm willing to bet you're persuaded to check out one brand in more detail over the other. It isn't just the language itself that gives you a sense of their business -- it's the design, the font, and the color.
Ultimately, your company profile matters. It can intrigue a new visitor to check out your products or services in more detail, and nudge potential customers into choosing your business over competitors.
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What's a company profile?
A company profile is an introduction to your business, and aims to tell an audience about your products or services. However, a company profile shouldn't just tell your audience what you sell -- it should also tell viewers why you sell it. A company profile often includes a compelling story about how the company began, as well as the company's vision and values.
Here, we'll explore some of the most creative company profile examples, to ensure you're able to create a company profile that will attract and engage the right audience. Once you're done perusing these impressive examples, take a look at our template to get started designing your own.
Starbucks' company profile has it all -- the company's mission, background story, products, store atmosphere, and even folklore regarding the name. Best of all, they somehow manage to pull off sounding both genuine and grandiose. I don't know many other coffee stores that could claim, "our mission: to inspire and nurture the human spirit". Starbucks' company profile is a fantastic example of a store with a common household product -- coffee -- managing to stand out from the competition through their mission and values.
If your company has an interesting and lengthy history, you might consider creating a visual timeline, like Nordstrom did on their company profile. The profile reads like a creative story from the very first line -- "In 1887, John W. Nordstrom, at 16 years old, left Sweden for the United States. He arrived in New York with $5 in his pocket, unable to speak a word of English." With a good balance of image and text, the timeline serves as a reminder of Nordstrom's stability and growth.
For both cleanliness and ease-of-use, take a look at Diehl Group Architects' company profile. The web page uses clickable boxes to separate topics, allowing users to choose which subject they'd like to learn more about. Additionally, the entire design -- including the page's background, which displays a floor-plan -- mirrors the company's purpose.
Additionally, Bloomberg's profile proves the company knows its audience -- they offer a few quick statistics, and then link to other areas of the site, such as Careers and Tech. While another business might do well offering a creative, long-form story, Bloomberg's typical demographic is likely more analytical.
You can get a sense for Nike's two primary purposes almost instantly -- fitness, and people. When you first open their company profile you're greeted with videos of people of different ages, gender, and nationalities playing sports.
Additionally, their initial introduction is this: "Bring inspiration and innovation to every athlete* in the world". Below, beside the asteric, it says, "If you have a body, you are an athlete". As you scroll, you'll see information on their internal diversity and inclusion initiative, their global community impact, and their sustainable business program, with very little mention of their products.
Nike's company profile portrays a larger, grander vision, compelling an audience to believe in their brand even before they purchase a product.
Seattle Cider Company's profile is fun, and engages the user through compelling graphics that demonstrate the company's cider process. The page flows seamlessly, and provides critical information regarding the product before displaying the company's mission and values. This profile is a good example of a company that understands its users' concerns (in this case, quality ingredients), and addresses those issues while still displaying personality and flair.
Delta's page is well-organized by topic, and showcases the company's values, including efforts to engage with the community and promote sustainability. They've included brief meta-descriptions below each category. The design allows for users to click-through if they want to learn more. Overall, Delta's company profile is simple and uncluttered, but includes all the necessary information to demonstrate why Delta is unique.
What is a company description?
While a company profile highlights many different aspects of your business, a company description is the piece of the profile that quickly and concisely describes what your business is or does. In place of a company description, businesses might also include a mission statement or summary of what the company does and what motivates it.
With this in mind, the description serves to align with the prospect as they are evaluating which providers are right for them. By leaning into a strong brand voice and providing the details that makes your company unique or superior to the prospect's alternatives, customers will believe in your brand and want to do business with you.
Examples of Company Descriptions
Here are some examples of company descriptions that enhance their organizations' company profile.
On HubSpot's company profile page, you can find a quick 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.
Landed, Inc.'s About Us page starts with their vision statement: "If we want stronger schools and safer communities, we need to support those who make it possible." From there, they talk about their history before launching into their mission statement and company description. The latter is summarized succinctly in bullet points in its own separate section, making it easy for prospects to find and understand:
In the "Why Us" page of their website, the founder of H&H Wealth calls out what makes her different from other certified financial planners and leans into why her customers benefit from her unique perspective. She also makes a promise to her clients, which sets the expectations and the tone for the service being delivered. As a result, the tone comes across as that of a partner rather than a vendor.
In this description, Tesla explains when it was founded, the company mission, and what types of products it specializes in. It also gives added information about the history of the company and how it has continued to grow with the same values.
Yokel Local provides a lot of information up front for their customers because they know that partnering with an agency (and choosing which one on top of that) is a big decisions for scaling businesses. For that reason, they split it up into two pages.
First, there's an About page that includes the mission, vision, and history:
Second, there's a "Why Us" page that talks through the outcomes and process that a customer should expect:
The Cru is a service that connects members with like-minded women to fuel personal and professional growth. They use an "Our Story" page as a company profile, where the founder details how the organization was formed and how has her own "Cru," which is a testament to the value of the service. The "letter from the founder" style also feels very personal and welcoming.
How to Write a Company Profile
Focus on a high-level overview of your company.
At the beginning of your company profile, include important information such as your company name, your business's physical location, a website URL, contact information, and an established date.
Consider adding a timeline or synopsis of your company's history, including information regarding expansion or growth.
Aim to express your company's values or mission in your company profile, rather than just your products or services. A user won't care about what you're selling until they believe in your brand.
Include any awards or recognition you've received, and highlight what makes your company different from your competitors.
Depending on your audience, you might choose to include graphics, visuals, or video.
Here, you'll want 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. In this section, you don't necessarily want to include products or services -- instead, focus on your bigger meaning, and how you stand out from competitors. Tell your story in a compelling way -- for instance, HubSpot starts their About Us section with, "More than ten years ago, we had a vision -- an inbound world". HubSpot doesn't mention their 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:
Provide a picture or brief paragraph describing your team -- you might focus on leadership, or provide an explanation of your company's culture. Ultimately, this section should help users understand how your employees can uniquely serve them.
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
There are a few elements that can contribute to a stellar company profile, and by adhering to a template, you can build one quickly and effectively.
Editor's Note: This post was originally published in January 2019 but has been updated for comprehensiveness.
Originally published Mar 24, 2021 7:00:00 AM, updated April 08 2021