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Tell Me About It

What does your company do? Do you have a description you can send me?

If marketing communications is a component of what you do, you know your “about us” paragraph is one of the most important weapons in your marketing arsenal. If you’re the type of person that starts fresh every time you get a request for a company description or about paragraph, you’re wasting a lot of time. Aside from being a drain on your productivity, rewriting your description can also lead to inconsistency in your brand message. Inevitably, it will dilute the impact of your brand message.

On the other hand, if you have a prepared company description and use it consistently in your communications, you’ll strengthen your brand message – and someday, if you’re lucky, people will remember what you do. It’s not just a reach and frequency formula. It’s more like reach, frequency and consistency. Memorization happens through repetition. If you hear the same thing over and over again, you’ll eventually absorb it.

The first step on this journey is having your About Us paragraph ready to go for that next request. Here are a few suggestions:

Your About Us paragraph should be two to five paragraphs (I’ve linked to some great examples at the end of this post) and should include all the pertinent facts about your organization. This is commonly what you do (products you make, services you provide), when you started doing it, where you’re located or who started the organization. If you use the five Ws and one H, you should be able to get a good draft going of your About Us paragraph.

Your About Us paragraph is the most important piece of content in your marketing materials, since it can be  adapted into a lot of other items, such as your boilerplate for press releases, an elevator speech for salespeople, or a long-form company backgrounder for your website. You can pull your key messages out and hang a cheat sheet in everyone’s office or cube to further reinforce your message – right alongside your mission and vision statements (a future post?).

Here are a few pointers for keeping your brand message clear and consistent. If you follow this advice and create your About Us content, you’ll save yourself a lot of time in the coming year.

Draft Your About Us With Friends

Your marketing team should create your About Us paragraph. This team should include your top business decision maker (CEO, President) and your marketing leader. In small companies, this might be the same person. I’ve always included more people in this process. You may want to include people form different departments, particularly those who work with customers on a daily basis. If you include them now, it may take longer, but you’ll have less people altering your copy later on. It’s always interesting to see how people from different parts of the company perceive what you do differently. Make the development of your About Us paragraph a collaborative process with your organization and it will be better and more reflective of who you are as an organization. 

Post in a Central Place

Despite wanting to be consistent with your About Us paragraph, things will change over time (e.g. the number of years you’ve been in business, your business location or the number of customers you have). It’s important that you have one version of your About Us paragraph (and all the other marketing materials you share publicly) in a central place – this way, when you update it, the fresh version is available for everyone that needs it. If you have an intranet, put it there. Google Docs or a wiki is a good option too. When you update it, let people know. There’s always somebody that downloads it to their desktop and ends up using a three-year old company description.

Enforce Noncompliance

I’m not much for rules, but if you find somebody is describing your company incorrectly, or using a three-year old version of your description, make them current. Educate them on what they’re doing wrong or give them the correct file version. If you do this, you’ll ensure that all your audiences (or publics for you PR purists) get the same message.

Have Different Word Options

A lot of times you will be limited by word limits for your company description. For your first draft, write as long a company description at you need to communicate all your facts and background. Once you have that version finalized, create smaller bite-sized versions in the final document. I’d suggest a 50, 100 and 150 word version for starters. You may want to have an optional paragraph that gets inserted for different instances. For example, if your description is being used in a communication for recruiting, you may want your “Recruiting Paragraph” that includes more information about that “Great Places to Work” nod you got and the number of employees you have or other key messages.

It’s probably a good idea to come up with a 140 character version as well.

Revisit Quarterly

Change happens. Take a fresh look at your description quarterly. There’s always some small detail that needs to be refreshed. Try not to change the essence of your message too often – unless what you do or your focus has really changed. On a quarterly basis, I suggest limiting your refresh to factual updates, such as the number of employees or customers you have. Of course, you may have some new information to add, such as a recent award or recognition worthy of inclusion in your company description.

Track Placement

Your about us copy can show up in a lot of places over time. Keep a running list of all the important places. If you make an update to your description, you’ll want to make sure it gets updated across all these places – particularly in directories or other listings that refer visitors to your site.

The SEO Component

Most of you know this, but your company description should have your top keyword linked to your most important page. In many cases, this is your website homepage and the most popular keyword for what you do. Since your company description will appear in hundreds or thousands of places over time, that can add up to a lot of inbound links. I would also include a separate written link to your website in the description, since people may not link your word, but they will include the link. Even if not hyperlinked, people will still find their way to your site.

Love in an Elevator

Most people can’t memorize your entire company description. Make sure you’ve got an abbreviated version you can spout off consistently in a short amount of time. Most people call this your elevator speech (hint, hint).

Put It Everywhere

In case this wasn’t obvious in the previous tips, put your description everywhere. Hang it up all around the office. Let people download it or copy it from your website. Put it in your About Us section and your pressroom. The more places your description appears, the more reach you have and the better chance you have for being discovered.

Examples

As promised, here are a few examples of “about us” company descriptions. Please feel free to add yours in the comments.

What can we learn from the examples above? What advice can you offer for people working on their About Us paragraph? Have a great About Us – share it!


The Name Game

about us paragraphPicking a name, whether for a new baby, pet or blog post can be intimidating. But when it comes to naming an organization or initiative it can be an overwhelming task. Before settling on a name, do some due diligence.

Let me start off by sharing a few branding and naming personal pet peeves:

  • Name and/or tagline that is arbitrary, lacks meaning, is overly clever or “too insider”. Mudpie is a store that monograms nearly anything. They have really cute stuff but the name certainly doesn’t tell you about that. I’m not sure if they have a tagline, their website doesn’t. The name/tagline should give some indication as to what the organization, initiative, etc. does.
  • Over reaching. OneHope.org is the Purina dog food’s non-profit arm. If your one hope in life is dog-related, you either have a very nice life or are delusional.

Where to Begin

Start by creating list of words that describe what your organization/initiative does. Then create a list of categories to help filter what words work best (remember the 5 Ws—Who, What, Where, When, Why). Categories could include:

1. Who will benefit—does your organization help moms or homeless; children or families?

2. What does your organization/initiative do—pass out food or blankets, arrange legal counsel, teach adults to read?

3. Where do you operate (geographic region)—is your organization global or country-specific; city-wide or a neighborhood collaborative?

4. When will you operate—year round or quarterly; annually or one time only?

5. Why is your organization/initiative important/needed—will people go hungry or sit at home bored; gain literacy or clean up a park?

With your list of words now categorized by the Ws, you are on your way to an organization/initiative/business name and a tagline to support/describe what you do. While you may not use any of these words, these words should bring focus to selecting the perfect name.

Some basic rules for creating an organization name:

1. If your name does not express what you do, then the tagline must or vice versa. The name and tagline do not need to work independently of each other but one should support the other to build a strong understanding of what the organization/initiative/business is or does.

2. Once you settle on a few name choices, Google them. Are there similarly named organizations that already exist? Do they do the same thing? If there are similarly named organizations that do similar things, then it’s best to scrap that name. Selecting a name that is similar to another organization with a similar function will cause brand confusion.

3. After Google-ing a few names, check to see if the domain is available (.com, .net, .org, etc.). If one domain is unavailable (.com for example), check to see what is at that web address. Is it a placeholder site or a similar organization? If it is a placeholder site, the person who owns the domain address is likely waiting for someone to purchase the domain from them at a premium price.

4. Now that you have narrowed down your name, know that there are no similar organizations with a similar name and your preferred domain is available, I recommend purchasing all domains that are available. By purchasing .com, .net and.org, you are preventing a similar organization from using the same name and creating future brand confusion.

Do you have any other naming guidelines? How did you come up with your name?

 

About Jocelyn Broder

Jocelyn Broder is vice president at Robin Tracy Public Relations. She has managed the communications efforts of one of the world’s most recognized brands–Coca-Cola–and launched turn-key communications initiatives for some of the world’s most respected ministries, non-profit organizations, authors and publishers (including two book campaigns that made all four national best-seller lists). Before finding her love for PR, Jocelyn was a writer at The Oregonian, a top 25 newspaper.

(Image Credit: “Hello My Name Is…” by Alan O’Rourke / Flickr)

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