Jun 27, 2016

How to create a Company Profile Presentation that'll really impress your audience?

Do you know what makes a compelling company profile presentation? I have gone through 50 company profile presentations on the web and seen some good, some bad and some really ugly stuff. Here are few tips which will help you get your company profile presentation right.

1. Build a Presentation, not a Brochure

When building a company profile presentation that you'll upload on your website or email to your clients and business partners, always make a PowerPoint presentation. Company profiles made in MS Word are extremely difficult to read on a computer / tablet because they are in portrait mode (versus landscape mode of PowerPoint).
The above PDF slide (in portrait mode) is difficult to read and one has to zoom in and scroll very often. Contrast it with the one below from Continental. This one has been built for the laptop and tablet and its orientation is perfect. When we create a presentation, we always do it in landscape. Then why do we make a company profile presentation in portrait mode? Choose the right mode for the right medium.


2. Build a separate Presentation for online viewing

When building a company profile presentation, create two versions. One, for sharing online and the second for printing. The problem with 90% companies is that they make a company profile presentation as a brochure and then upload the same online. As we have seen in point 1 above, this does not work.

You need a print version which can have a bit more text. You will give it personally to people and they will be more inclined to read. But when you share your company profile online, you have to reduce the text and make it far more visual. The medium of viewing changes and so should your style.

Here is a page from the famous toy company LEGO's company profile.


Below is one from The Nielsen Company. LEGO has made pages in MS Word, Nielsen has made a PowerPoint slide. Thought not very visual, it is still much better than LEGO's. LEGO has simply uploaded their printable brochure online.



3. Build it with an objective in mind

Why do you need a company profile? I have seen so many company profiles which do not have any specific objective. They simply follow a template. Vision and mission, businesses, senior management / founders, milestones, etc. These profiles are nothing but different pieces of information placed in one document. There is no connect, no story.

Stop and ask yourself - What is the objective? What am I trying to achieve here? Do you want to share information, impress your audience, talk about your global scale of operations or talk about your innovation capabilities. Build a story.

Look at this slide. Does your audience want to know all this? Your philosophy, your rationale?


Most company profiles go to diverse audiences and we need to find common ground. Ideally, for every audience we need a tweaked version. Though ideal, this might not be practical all the time.

Nonetheless, write down your objectives on a piece of paper. Prioritize these objectives as primary and secondary and ensure the primary objectives are fulfilled and given precedence over secondary ones. Get all the stakeholders (department heads or directors) on the same page and get their green signal on this.


4. Customize it to your company. Don't stick blindly to any Template

We talked about template in the previous point. Most company profiles within each industry are similar because the first step people take is to collect and analyze the so called 'best practices'. Monkey see, monkey do. Thus everyone starts following a similar template and lose their individuality.

Company profile is a great place to showcase your culture and style. What defines you? What separates you as a company? Go ahead and showcase that. Here is an example of this from a new age company.

 

Ignore the usual template for a while. Start by writing down your objective. Prioritize them. Now write down everything you would want to tell your audience. Brainstorm and keep adding to this list. Once that is done, using the lens of your objectives, filter out content that is not crucial and what remains is the content that must find its place in the presentation. And yes, remember to add a bit of company culture to this mix.

5. Catch attention at the start and finish fast

Company profile presentations, like all other presentations, face the challenge of lack of attention. Your audience does not care about your company. They care about what your company can do for them. So keep your company profile as short as possible. Especially if it is being uploaded on your website or going to be shared with a potential client.

Make sure you have a snapshot slide early on. Use this slide to provide all the crucial information at one place. Place some catchy information at the start. Information that creates a wow factor. Information that is memorable and worth sharing.