WHAT TO CONSIDER WHEN WRITING A COMPANY PROFILE

(Image by George Odenyo Litunya: Company Profile)

The common denominator between Marketing and Public Relations (PR), is writing. Writing is writing, and there are no two ways about it. So If you are in PR- like me - and you are a struggling writer, tick-tock, you ought to get your act together. Nonetheless, today we will dwell on a topic that has not been talked about for a while. What is a company profile? How do you write a company profile? What do you need to consider? And most importantly, why should you even write one?

What is a company profile; better yet, what is a profile? This is a detailed description of a person. In this article, let us replace person with company. Picture this, ‘You are seated, In that office, with your word processor fired up. The moment you start stringing words together, seamlessly, with the aim of letting your audience understand what your company ‘is/does’ - you are profiling your company. Thus a company profile is a document, video, slide… (Depending on the format you output it to) that contains factual information about a particular company. In this case your company.

What do you need to consider when putting together (writing) a company profile? The following subheads will guide you.

Who are you? Indeed, who are you? By asking yourself this question and answering it, you have the first page ready to go. This will include; whether you are a limited company, sole proprietorship or a partnership. The date the company was started and by how many people. In terms of services, what is it that you are offering the world. Is it in any way unique? Tell it. In addition, state your vision and mission statements. If you choose to add an organogram, the better for you. It adds strength and a sense of credibility to the profile. In answering this question, you are shedding light to the legitimacy of your operation. This adds a touch of professionalism and a boost to your credibility. Thus as a result you will gain the confidence of potential clients.

What do you do? In answering the ‘Who are you?’ Question-you highlighted what it is that you are involved in. It could be offering services (PR, Marketing) or manufacturing of products (Beauty products for instance). In this section you get to tell it in detail. Say you are in Corporate Branding and communication; you highlight your achievements with regard to this service. How long have you practiced it? What do you deal with, outdoor branding or stationeries found in companies. Do you do design and printing as well or you only specialize in designing of brand material? Equipping your potential client with this information narrows their enquiries down. When they make that call, they know full well that it is designing or printing that they are seeking or both. It is tantamount that you explain yourself, clearly.

Your work: this can be presented either of two ways. First, you can outline the clients and what you did for them as a company and or, actually outline the client and attach the work done. This comes in handy when you are a design company-since output can always be tangible. Thus all you need to do is insert a logo that you did, or a business card and so on. Once you have this, you have reeled them in. Potential clients want to see what you have done before. This is the sole reason why designers will be asked always to present their portfolios by clients they are pitching to. This is to prove to the client that a)you are what they are looking for or b) You are nothing they are looking for. A nugget for you to take home: always include your best work. By all means, keep what you don’t like out. It will do you good. Trust me. I know.

Where are you rather how do they get in touch? Location and contact information. This involves putting together all working contact information for interested clients to get a hold of you. Once you have this in place, save your profile in a format most appealing to you. More on the various formats we can save our profiles in our next blog post.

What to bear in mind; it is important to profile your company. Most startups, start with challenges-just like a baby trying to walk. It falls countless times due to feeble legs. As they struggle with finances, putting up a website can be costly, thus, a company profile can play the role of a website. It will give you visibility just as a website would give Safaricom, Airtel and the likes for instance. Company profiles are great marketing tools, with the advantage that you get to send them in someone’s inbox. They will get it there. Our challenge arises when it is due for opening.

Marketing gurus have simplified the definition of marketing for us. It is ‘Presenting your product, service and or company in a way that will trigger remarks!’ Causing ripples as those of us in PR will refer to it.

Writing forms the backbone of our practice. It is by knowing what to write about, that you will get to know how to write a company profile that will sell your company. So get busy and write that company profile. Who knows that new client could be waiting for a proactive marketing team. 

'Be so good, that they cannot ignore you.’ Steve Martin. These are words I hold dear, in my practice, and it applies to virtually anything we do in life. For this case, make that profile so good that, your potential client will definitely open it and read. In the hands of a potential client, it can clearly ‘talk’ to them about you. Happy writing!

Visit businessdictionary.com for more information.

The writer is a Communication & Public Relations (PR) academic and Practitioner, currently practicing Visual Communication in Nairobi, Kenya.