A student writing in a notebook

What Is a Company Description?

A company description is the “biography” or the “about me” component of your company, that directly follows your executive summary. 

It is a window – a general overview of your company and its purpose. The specific company philosophy is defined within the company description. 

When a customer reads your company description, it should lay out for the reader the unique qualities that your company brings to the table. Like a company overview slide, your company description is an important tool of persuasion.

What Should I Include In My Company Description?

Your company description is a clear snapshot that gives the reader context, like the basics:

  • Company name
  • Location
  • History
  • Business Structure
  • Product or Service
  • Market / Audience
  • Mission Statement
  • Objective & Vision 

Essentially, you are briefly answering the who, what, where, when and how of your business in a way that gives the reader an exciting and clear view of the industry and purpose of your company. 

Humanize your company. Do you have an exciting origin story to include? Do you have a connection to a good cause? People love to feel connected to something personal with a strong purpose, so Include the details that show how you are distinctive. 

Essentially, you are briefly answering the who, what, where, when and how of your business in a way that gives the reader an exciting and clear view of the industry and purpose of your company. 

Humanize your company. Do you have an exciting origin story to include? Do you have a connection to a good cause? People love to feel connected to something personal with a strong purpose, so Include the details that show how you are distinctive. 

Why Do I Need A Company Description?

A solid company description shares with the reader your company values and vital information. It needs to be compelling enough to provide for the reader the reasons why your company stands out.

It certainly isn’t easy to convey everything about your company ethos in only a few hundred characters. Start by studying other examples of effective business concept statement examples. 

Here is an example:

Williams Sonoma

Williams-Sonoma, Inc. is a multi-channel specialty retailer of high quality products for the home.

In 1956, our founder, Chuck Williams, turned a passion for cooking and eating with friends into a small business with a big idea. He opened a store in Sonoma, California, to sell the French cookware that intrigued him while visiting Europe but that could not be found in America. Chuck’s business, which set a standard for customer service, took off and helped fuel a revolution in American cooking and entertaining that continues today.

In the decades that followed, the quality of our products, our ability to identify new opportunities in the market and our people-first approach to business have facilitated our expansion beyond the kitchen into nearly every area of the home. Additionally, by embracing new technologies and customer-engagement strategies as they emerge, we are able to continually refine our best-in-class approach to multi-channel retailing.

Today, Williams-Sonoma, Inc. is one of the United States’ largest e-commerce retailers with some of the best known and most beloved brands in home furnishings. We currently operate retail stores in the United States, Canada, Puerto Rico, Australia, and the United Kingdom, and franchise our brands to third parties in a number of countries in the Middle East, the Philippines and Mexico. Our products are also available to customers through our catalogs and online worldwide.

Tips For Writing a Smart Company Description

In 2022, you are absolutely in need of an engaging business description that will be a creative profile on your website.

Your business or company description will be used for review sites (Yelp, for example), the google business description, displayed on your own social media platforms (like Facebook), and more. 

Although the task might seem intimidating, it really is easier than you may think to write an effective description once you define the components of a mission statement. 

A student writing down notes

How To Streamline Your Process

  1. Set the tone: Before you start to draft your description, think about who your audience is. What does your company do? Evoke emotion from your client or buyer in a way that will speak uniquely to them. Use language that connects them to your brand and business background. 
  2. Keep it short: Tell someone about your business in 150-250 compelling and clear characters of brand purpose statements and company highlights. 
  3. Build interest: Weave the elements of your bio and brand overview into a powerful and passionate story that shares what needs to be known in a way that makes the reader like you, trust you, and want to get to know more about you.
  4. Strong closing line: Be sure to close your description with a final, welcoming thought that leaves your reader wanting more. “Be sure to join us for one of our organic cupcakes, today!”
  5. Keep up to date: Be sure to frequently update your company description with your latest achievements and goals as you evolve. 

The Final Takeaway

Writing an effective business description requires creativity and research.  And be sure to show your passion! Your company description is an effective tool to provide a reader with what your true purpose is. 

Through the power of storytelling, your company description will be one of the key factors in introducing your brand vision and building a clientele. 

With your clear company description, you are one step closer towards seeing your dream come to fruition. 

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