Author: Franz Malten Buemann

What do your customers know about you?
Is it that you sell X product and that your website is located at example-domain.com? That’s not enough to build a brand identity that resonates with buyers and establishes your brand as the right choice.

Creating a compelling company profile will help your customers understand your company beyond the basics. Ultimately, your company profile is what intrigues a new visitor to check out your products or services in more detail, and nudge potential customers into choosing your business over competitors.
In this article, we’ll discuss:

What a company profile is
Company profile examples
How a company descriptions fit in
Company description examples
How to write a company profile with all this in mind
Company profile templates to help you out

To illustrate, lets’ take a look at two famous examples.
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:
Image Source

Image Source
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.
That’s why having a company profile is so important.
Why Company Profiles are Important
It’s quite easy to skip over company profiles and simply write a cut-and-dry “about” page that doesn’t tell much about you.
Company profiles go a step beyond the standard “about” page by sharing how your company got started down to where it is today — and why you continue to serve customers.
Here are some of the reasons why having a company profile is important:
A company profile will differentiate your brand.
A company profile will naturally describe what makes your company unique. It will automatically differentiate your brand because no other company has the exact same founding story and reason for existing that you do. Your history and values are integral parts of a brand positioning strategy, and a company profile is the one place where you can mention these pieces of information without it feeling extraneous or out-of-place.
A company profile may justify a higher price point.
If you go into detail about your production values or ethically sourced materials, you may be able to justify a higher price point for your products and services. For instance, Starbucks’ coffee may not necessarily be better than Dunkin’ Donuts’ coffee — but because Starbucks goes into detail about its high-quality ingredients, it immediately creates the sense that you’ll be paying a premium for its goods.
A company profile will build your reputation.
What do you want to be known for? As the company that started as a small family-owned shop but then grew into a billion-dollar enterprise? As the company that places sustainability and ethics at the forefront of its efforts? You can build your reputation through marketing, service, and sales campaigns, but it all begins with the company profile.
Who you are, where you come from, and why you exist will create the groundwork needed for fostering a positive reputation.
The importance of creating a company profile can’t be overstated, but if you’re not sure how to write one, don’t fret — below, we go over what you should include in your profile.
Your company profile shouldn’t be a regurgitation of your “about us” page — though your company profile can certainly be part of your “about us” page. The truth is, a company profile is less about what you do than about why you do it and how you got started doing it.
Here’s a handy list of things you should include in your company profile:

Your business name
The year you were founded
Your founder’s name
Your original business name, if you had one
The original reason your business was founded (or the former vision or mission for the company)
How that reason, mission, or vision changed over the years
A description of your products and services
Your current mission and vision statement

Your motto or slogan

Your company values

In your company profile, you should strive to describe how you solve for customers’ pain, what problems you seek to solve, and why you’re different from the competition. Those three pieces of information should be infused into every section of your company profile, as opposed to having dedicated sections.
If you’re not sure how to get started, below we’ll explore some of the most creative company profile examples. That way, you can 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.

Company Profile Examples
1. Starbucks

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 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 — managing to stand out from the competition through their mission and values.
2. Wales Bonner

If your company has an interesting and intellectual history, you might consider creating a company profile like Wales Bonner’s. The profile reads like an essay from the very first line — “Informed by broad research encompassing critical theory, musical composition, literature and history, WALES BONNER embraces a multiplicity of perspectives, proposing a distinct notion of luxury, via a hybrid of European and Afro-Atlantic approaches.”
After sharing the brand’s intellectual background, it then describes the owner’s path to founding it, starting from the time she was a college student. 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

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.
4. Bloomberg

Nearly nine out of ten people report wanting to see more videos from brands, so you might consider using a compelling video to convey your company’s story, like Bloomberg does in their company profile.
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.
5. Nike

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 asterisk, 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.
6. Seattle Cider

Seattle Cider Company’s profile is minimal and engages the user 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 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.
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. 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.
8. Roam Loud

Do you have a personal story behind your company’s founding? Roam Loud’s example is one you may just want to copy. The brand’s company profile is simple yet effective, starting with a friendly greeting (“Hey there!”) and ending with a list of values. In between, the founder makes it clear why she created this brand — and why its existence is so important to her and prospective buyers.
9. MAD Architects

For simplicity and informativeness, take a look at MAD Architects’ company profile. The profile isn’t shy about the firm’s numerous accomplishments, and it gives readers the opportunity to dive deeper by listing the firm’s exhibitions, lectures, awards, and publications, all visible on different tabs within the same page. If your business is a leader in its field, it’s important to establish that in your company profile. Consider creating one similar to MAD Architects’ profile.

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 details about what 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.
1. HubSpot

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.
2. Landed, Inc.

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.
3. H&H Wealth

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.
4. Tesla

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.
5. Authentique Agency

Authentique Agency 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 decision for scaling businesses. It not only provides information about its values, but about its long-standing experience in the industry and primary goals when they work with clients.
6. The Cru

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 she now has her own “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 very personal and welcoming.
7. H.J Russell & Company

H.J Russell & Company opens up its description with its history and specialities: “H. J. Russell & Company, founded over 60 years ago, is a vertically integrated service provider specializing in real estate development, construction, program management, and property management.” It also makes its values clear in the last sentence, so that you get a snapshot of the company’s values, key value proposition, and leadership status in just a few sentences.
8. Carol H. Williams

Carol H. Williams, an advertising agency, doesn’t have an “about” page or a formal company description. But it does include a snapshot of what the company is all about in its “Team” page. It emphasizes its core values and uses trendy language (“#squadgoals”) to establish that it keeps up with the current trends.

Company Profile Templates

Download These Templates for Free

Company name
Established date
Physical address per location
Contact information

About Us / Our Story / Our Beginning
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:

Download This Template
Our Mission / Values
Here, you’ll want to say what your company stands for on a larger scale. What is your ultimate goal, and what do you hope your products or services will give people? Take a look at these inspiring company vision and mission statement examples for ideas. Here’s an example:

Download This Template
Our Team
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.

Download This Template
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
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.

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If you’ve ever tried to solve a Rubix Cube, you’ve put your analytical skills to the test. Making the colors match up requires problem-solving, logical reasoning, and pattern recognition.
While the majority of marketers will never make it to the next speedcubing competition, the skills you learn with puzzles like this are essential to a successful marketing career.

In today’s workforce, nearly one in four workers have a job in which analytical skills are considered the most important factor. Companies want to hire for these skills because it shows a candidate’s ability to think logically and use data to inform decision-making. In fact, Indeed found the most in-demand skills for employers — and several analytical skills top the list.
That’s why it’s important to know how analytical skills apply to your career and what you can do to develop these skills over time.
As a marketer, being able to understand problems and provide solutions is essential to a long, successful career. It means you can take a critical lens to the details of a problem to fully understand it. This helps you notice trends, understand the steps needed to take action, and offer novel solutions. But that doesn’t mean you have to throw creativity out the door. Using analytical skills to problem solve can look like a structured, methodical approach or a more creative one.
We’ll explore the various types of analytical skills later on, but first, let’s look at how analytical skills differ from critical thinking skills.

Image Source
Analytical Skills vs. Critical Thinking
A person who uses logic to find patterns, brainstorm, analyze data, and make decisions based on that information has analytical skills. One of the skills required to do that is critical thinking.
In other words, critical thinking is just one of many skills you need to be an analytical thinker.
You probably use critical thinking more often than you imagine, like when you:

Question whether a piece of information is a fact or an opinion.
Break problems down to understand the reasoning behind them.
Draw conclusions from data, rather than a gut feeling.
Make intentional, rational, and goal-oriented decisions.

Marketers who have strong critical thinking skills make reasonable, logical judgments and think through every decision. They provide facts and logical arguments to back their choices, which leads to smart decisions and improves company success.
While each role has its own analytical skill requirements, there are several that will benefit any marketer throughout their career.
Example of Analytical Skills
If you’re looking for a marketing role that leans towards analytics, such as a market research analyst position, it’s best to develop analytical skills specific to that position and your desired industry. Analytical skills are soft skills, so you’ll also want to develop hard role-specific technical skills.
For an analyst, that means mastering technical skills like Google Analytics and statistical software, while also having analytical skills such as creating data collection methods and presenting findings to senior leadership.
But across the board, all marketers can benefit from developing these in-demand analytical skills.
1. Critical Thinking
Any position across all levels of a company can benefit from critical thinking skills. It’s the ability to question an idea or examine why a problem exists. This can lead you to tackle issues others thought impossible and understand whether resolving a problem is worth the time, money, and effort. Critical thinking can take many forms in marketing, such as:

Decision-making
Content and brand auditing
Prioritization
Troubleshooting
Case analysis
Correlation
Data interpretation
Judgment
Market research analysis

2. Data Analysis
Neil Hoyne, Chief Measurement Strategist at Google, once said, “The companies that are going to win are the ones who are using data, not guessing.”
Interpreting data is more than collecting and reading information — it’s making sense of what’s before you by connecting patterns and recognizing trends. Strong data analysis skills allow you to pull insights from a large volume of data, which you can share with key decision-makers. This skill can show up in marketing role requirements in a few common ways.

ROI analysis
SWOT analysis
Data visualization
Pattern recognition
Process analysis
Industry and market research
Presentation skills
Measuring customer satisfaction
Marketing analytics
Customer segmentation strategies
Predictive analysis

3. Creative Thinking
I once had a manager who was known for saying, “The first answer isn’t the answer.” She knew the role creativity played in problem-solving and pushed our team to view a possible solution from all angles. Marketers with this analytical skill work to find out-of-the-box solutions and patterns that others brush past. And if you need any more convincing, ‘creativity’ ranks on Indeed’s top 20 list of most in-demand skills for today’s workforce. At work, creative skills involve:

Brainstorming
Collaboration
Adaptability
Budgeting
Search engine optimization (SEO)
Strategic planning
Organizational restructuring
Predictive modeling
Campaign development
Branding

4. Communication
Employers consistently rank communication as a must-have skill — and for good reason. Being able to explain your idea for a project or give feedback is essential as a marketing professional.
Communicating clearly helps you keep everyone on the same page when rolling out a campaign or diffuse a problem with a deadline when it (inevitably) arises. Strong communication skills needed in marketing include:

Written and verbal communication
Body language
Interpersonal skills
Active listening
Conducting presentations
Reporting
Confidence and clarity of expression
Sharing feedback
Responsiveness
Delegating responsibilities
Respect and empathy

5. Problem-solving
Deciding how to respond to a harsh customer comment on social media. Distributing an advertising budget. Prioritizing which roles to hire for as a growing team.
All of these situations require analytical problem-solving skills, and all will pop up through a marketing career. Here are the problem-solving skills every marketer can benefit from developing:

Research
Data collection
Prioritization
Checking for accuracy
Risk-taking
Attention to detail
Dependability
Team-building
Logic and reasoning
Organization
Crisis management

6. Collaboration
Good collaboration skills can improve your working relationships, help you accomplish tasks on time, and reach your short- and long-term goals.
And nearly every marketing team has to collaborate with sales, product, business development, and creative teams to get anything done, knowing how to create synergy with your colleagues will make work smoother and more enjoyable.
The most common collaboration skills for marketers today are:

Persuasion
Adaptability
Time management
Responsiveness
Negotiation
Giving and receiving feedback
Emotional intelligence
Open-mindedness
Process improvement
Adapting to change
Networking

How to Improve Analytical Skills
Developing analytical skills takes time and effort. Unlike technical skills that have a structured approach to follow, analytical skills are more difficult to define and develop. There’s a process to learn how to use Google Analytics for SEO, but the steps to become an effective communicator are more fuzzy and undefined.
Fortunately, analytical skills can be honed. Here how you can go about boosting your skills and contributing to your company’s productivity and success.
Take courses, certifications, or on the job training.
Infinite resources exist both in-person and online that can help you improve your analytical skills. Universities and online companies like Coursera offer online schooling, HubSpot Academy offers free certification courses, and many companies provide stipends for continuing education.
Start by identifying which skills you want to improve and do research to find the resources that are right for your skill set and budget.
Find a mentor.
You likely know someone who is an excellent negotiator or always crafts the perfect email. Noticing how these people approach a situation and problem solve can help you hone your skills. Take notes, save examples, and apply their process to your work.
To take it a step further, ask them to chat over coffee or a phone call to discuss how they developed their skill. They can likely point you in the right direction or provide guidance on what you need to do to excel at the skill.
Try practice problems.
Role-playing is incredibly effective when working to improve analytical skills. Instead of simply reading a case study about an innovative digital media campaign, find a tool to help you develop your brainstorming skills.
Depending on the skill, you can find a practice book or an online resource to walk you through various mental models and scenarios. Work on an idea, and then present it to a trusted colleague or mentor to get feedback.
Play games to improve your analytical skills.
Spending hours on your phone playing Sudoku has more benefits than the personal satisfaction of beating your top score. Games that test your mental agility and memorization can improve your ability to think logically and challenge norms. While game trends are constantly changing, there are several classics that have withstood the test of time.

Sudoku
Jigsaw puzzles
Board games (i.e. Scrabble, Settlers of Catan, Splendor, Pictionary, and Bananagrams)
Computer or mobile games (i.e. Lumosity, Elevate, and Peak)
Chess
Crossword puzzles

Analytical Skills for Your Resume
Once you gain or improve your analytical skills, make sure to update your resume to reflect those strengths. Your resume should include a list of 10 to 20 skills, with a mix of both hard and soft skills. Note at least five to 10 analytical skills so potential employers know you have the knowledge to get your job done.
When choosing which skills to highlight, look to the job requirements section. A role may involve managing the company’s social media accounts, but this typically includes collaborating with multiple teams to get the content and analytics you need to do that successfully. Showcasing a blend of technical and analytical skills is what makes you a competitive candidate.
As your career develops, you’ll likely need to keep your analytical skills sharp. Be proactive by practicing and paying attention to people who have the skills you want to acquire, and you’ll be on your way to solving complex problems with ease.

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