As a budding company or group, one of the first steps you should undertake in your search for excellence is to establish a brand profile that defines you, your identity and your audience. The starting point in that process is to determine whether you fall under the group or company categories in order to best represent your brand.
The difference between the two is quite simple: As a company, you offer products and services under one identity. You could dab into different sectors and expand over as many services and fields as you wish, but your entire spectrum of work falls under one identity and one brand. As a group, however, you are the parent company of one or several other companies. You house different brands and identities that cover many different fields and offer diversified services and products, and each of these sub-companies can hold a different identity of its own. You, however, remain the umbrella under which they all fall.
So how exactly does a company profile differ from a group profile?
Well, on the approach front, company profiles tend to be more specific and centered. They need to serve the brand and match its identity in order to best represent it.
Group profiles, on the other hand, are more general in nature. They must be inclusive in order to introduce the different companies housed under the group’s helm and properly represent them.
Then it comes to sub-categories, company profiles should prioritize services and products in order to establish who the brand is and what they have to offer.
The group profile, however, will focus not only on the services, but on the different companies that belong to the group. As an ulterior step, the group profile can develop to include several different company profiles for each of its members.
Concretely, groups and companies are complementary. However, when it comes to profile writing, the differences are many.
As a brand, one of the first things you need to define is your audience. It is important to understand the public you’re trying to reach and to respect their beliefs and opinions and culture and interests. It is the only way you can truly touch them. As such, your company profile will be addressed to a very specific audience, and will tick all the right boxes to influence your target audience directly.
As a group, the task is slightly different for you. Not only do you look to reach out to investors and potential clients, but also to all the different public circles that your sub-companies are addressed to. The group profile will, as a result, be a whole lot more general in nature in order to reach out to different target groups with different beliefs, cultural backgrounds and interests.
Tone of Voice
As a general rule, the tone of voice varies according to the brand and subject, as well as the client’s favored approach. However, there’s also an inherit difference between a group’s and company’s tones of voice. The company profile’s tone of voice is always content-specific and brand-oriented. It serves to carve out the brand and its identity, and should be maintained across all media.
The group profile’s tone of voice will be more general and less restrictive in order to serve all the different brands and companies included in the group. It will transfer to the sub-companies, but will almost always be altered to establish different identities.