UNIT 3
COMPANY PROFILE (Part 1)
Overview:
1. In your own understanding, what is company profile?
2. What is the purpose of having a company profile for a company?
I. Reading Text:
Company Profile
Every company should have its details that may be written down in a company profile. It is
an overview of a company's business, objectives, and key details. The following items should
appear at the beginning of your company profile. Make sure to keep them accurate and up-to-
date. The business details consist of:
1. Company name
2. Established date
3. Physical address per location
4. Phone and fax numbers
5. Website URL
6. Email address
Besides business details, it is also 1advisable to have some basic information inserted in
the company profile. The following basics will vary depending on your business type. So, just
keep in mind that they may not all apply to your company, but you should include those that do.
The company basics comprise:
1. Vision and Mission
2. Logo
3. Motto/Slogan
4. Description of Products/Services
5. History, expansion, and growth
6. Organizational Structure
7. Job Description
8. Public Relation
9. Advertising
10. Industry Information
11. Safety, Health, and Environmental Policies
12. Core Team Details (with Personal Profiles)
The next set of items also will not apply to every company. These are some
of the types of notable achievements and accomplishments that you are
recommended to include. The highlights include:
1. Awards
2. Certifications
3. Special Programs and Projects
4. Testimonials
5. News or Media Recognition
It is also possible to include some optional items in your company profile. If any of these
is considered as noteworthy for your business, then you can insert them.
1. Annual Sales
2. Financial Targets
3. Number of Employees
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4. Partners
5. Photographs
Source:
https://www.makeuseof.com/tag/company-profile-templates/
Company names
One of the most vital decisions in your business is creating a business name. Even though it
looks simple, the business name has a 2tremendous impact on how customers and investors see
your business. Here are some useful tips to choose a business name.
1. Brand Yourself. Define your goal in your business plan and mission statement or decide
what you want your company to communicate to others about itself. For instance, a software
company might want to emphasize the 3quality and 3simplicity of its product while an
accounting firm might want to emphasize its 4accuracy.
2. Address Your Customer Base. You have to understand your 5prospective customers’
demand. You can ask the following questions: “who are you trying to reach? Who is your
market? Who are the people that you want to bring in closely? What do they tend to enjoy
hearing or seeing in other brands that they like?”. For example, if your target customers are
wealthy, you might want to have a name that caters to their upscale tastes. If your target
customers are working mothers who don’t have time to clean house, you will want to
consider for cleanliness and order, or both.
3. Try a simple name. The shorter in length, the better. You can even make it either into only
one-word name or limit it to two syllables. Trendy upscale restaurants will often have short,
punchy names that emphasize simplicity and quality, like “Fig” or “Feast. Likewise,
“Timberland” shoe specializes in producing boots. Their simple, earthbound name reflects
their product nicely. “Tom’s” emphasizes its personal human touch. K-Mart, a famous chain
store in US, is quite simple. It takes “K” from the initial of its founder, Kresge (Sebastian S.
Kresge). DHL, an international 6courier business, is the last initials of its 7founders Dalsey,
Hillblom, and Lynn (Adrian Dasley, Larry Hillblom, and Robert Lynn). It is similar to
AT&T, which 8stands for American Telephone and Telegraph. You can also come up with
simple adjective-noun phrases, like “Black Cyprus”, “North Face”, “Urban Outfitters”,
“Gorgeous Apparel”. They sound evocative and versatile. In addition, one noun and one
modifier allow for both simplicity and accuracy. Try also a gerund verb phrase. This tends to
make your business sound active and fun, like: “Laughing Planet”, “Turning Leaf”. You can
also use a proper name, as in “McDonald”; or play with words, as in “ K-Dee’s Coffee”.
4. Make a unique and unforgettable name. The business name which is unique and
unforgettable 9sticks to the minds of people. The “sticky” name will stand out from 10the
crowd because it is 11catchy and 12memorable. This is a challenge; moreover, from time to
time trends change.
What is the right name for my business?
Black Star? White Star? Blue Star?
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5. Make it easy to remember. Shorter names are easier to remember than longer ones. Besides,
easy spelling and pronunciation will make your company name is retained easily in your
customers’ brain. 13Skip the 14acronyms, which mean nothing to most people. When
choosing an identity for a company or a product, choose simple and straight forward names.
Some company names have become so famous that their names 15belong to many people in
the world. Then they use it as verbs, for example, “Google” and “Xerox” in sentences “You
can google it, if you can’t find in the dictionary.” “After you print the report, xerox it.”
6. Pick a name that applies anywhere. Geographically-specific names will lock your business
into a particular position that will require changing the company name if it grows outside that
niche. "Kentucky Fried Chicken" officially changed its name to "KFC" recently for this
very reason.
7. Make sure the name is available. For 16legal purposes, avoid the same name with available
business in your area, country, even in other country, and in the internet. So, check the
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availability of the name you choose.
Source:
https://www.wikihow.com/Create-a-Business-Name
Discuss the following questions and share your ideas.
1. Some brands are very famous and become words like “Google” and “Xerox”. Find other
similar examples and explain what their meanings are.
2. Mention five famous company names that are taken from initials like DHL and AT&T.
3. Now, you can try to brainstorm names for your company. When found, try to explain
why you choose that name.
4. Find the meaning of the highlighted words/phrases in the text and produce your own
sentences using those words/phrases.
Company address
As a part of company profile, it is also important to include the company address. In
English speaking countries, the addresses are often written in abbreviated forms. Here are
some examples of them:
Abbreviation Street Types Abbreviation Street Types
Ave Avenue Hwy Highway
Bvd Boulevard Jnc Junction
Cres Crescent Lane Lane
Dr Drive Pl Place
Esp Esplanage Rd Road
Sq Square St Street
Tce Terrace Sbwy Subway
Wkwy Walkway Upas Underpass
Fwy Freeway Bdg Bridge
There are two versions of writing address, that you can adopt for your company address
as below. Identify the difference.
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri
321 Roseboom St Malang Jl. Soekarno
MELBOURNE Vic 3000 Hatta No. 9
Malang
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Wrong Address Writing:
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri
Street Roseboom Malang 9 Soekarno
321 Hatta Street
MELBOURNE Vic 3000 Malang
Company logo
A logo is a mark that describes 18origin, identity, 19pride, vision, hope, or 20ownership.
A logo has the 21objective of 22being recognized. A right logo design can 23strengthen the
company 24brand image and give advantages. Studying the logos, we see on media and in
shopping areas, we can find their characteristics.
SYMBOL OR ICON
This type of logo represents the company in a simple but strong manner. In most cases,
the image is abstract and stylized to give 25visual interest. Most companies that use this type
of logo will have a very simple main logo, but may modify alternative versions. The human
mind can easily remember a simple form much easier than a complex one. It’s best to use a
simple symbol or icon if you plan on building a large business. You probably recognize
symbol logos like Apple, Shell and Mercedes Benz.
WORD MARK
These are 26uniquely styled text logos that spell out the company or brand name. Some
examples include Facebook, Disney and Sony.
LETTER MARK
The letter mark style uses a symbol 27representing the company through the use of its
initials or the brands first letter. Many companies choose to use this type of logo because their
initials can better graphically illustrate the company better than the full name. Some
companies and organizations that use letter marks include Hewlett-Packard, Chanel and
General Electric.
COMBINATION MARK
These logos combine a wordmark and a symbol or icon to give the flexibility for the
use of either or both elements. One famous example is Adidas.
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EMBLEM
An emblem logo puts the company name within the design. Some examples include
Starbucks and Harley-Davidson Motorcycles.
The Meaning behind Company Logos
For ordinary people, company logos are just symbols of identification to be different
from others. However, some logos have meanings in them. The following are discussions
about the company logo meanings.
In the Amazon’s logo there is an arrow that looks like a smiling face. The arrow starts from
letter A and ends in letter Z. It means that Amazon retails a wide range of items.
The idea of Apple logo comes from the story of Adam and Eve. The bitten apple represents
the fruit from the “Tree of Knowledge”.
When we look closely at the space between E and X, it shows an arrow pointing
f orward. It represents moving forward toward the future.
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The points of the star represent the Mercedes company domination over the land, sea, and
air.
The Volkswagen logo is very simple. It is the letter art of V (Volks) and W (Wagen).
Volks means“folks” and Wagen means “car”.
Similar to FedEx, this Yoga Australia logo “hides” Australian continent between the
woman’s raisedleg and back.
Toyota logo consists of three ellipses. Each ellipse represents a heart. They are the heart of
the customer, the heart of the product, and the heart of technological progress.
Source:
http://wonderfulengineering.com/10-famous-logos-that-have-a-hidden-meaning/
http://stocklogos.com/topic/fantastic-logos-hidden-meaning)
The Meanings of Color in Company Logo
According to research complied by web design and marketing company
WebPageFX, people make a 28subconscious judgment about a product in less than 90
seconds of viewing, and a majority of these people make judgments 29based on color
alone. In fact, almost 85% of consumers 30state that color as the 31primary reason they
buy a 32particular product, and 80% of people believe color 33encourages people to 34stick
to particular product, and 80% of people believe color increases 35brand recognition.
Based on the research these are 36the findings about each main color:
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RED
Red is often 37associated with the heat of sun and fire and is considered a 38high-
arousal color, often 39stimulating people to 40take risks. Red has also been shown to
stimulate 41the senses and 42raise blood pressure, and it may 43arouse feelings of power,
energy, passion, love, 44aggression, or danger.
YELLOW
Yellow is often associated with the heat of sun and fire and is considered a high-
arousal color. It may stimulate feelings of optimism and hope or 44cowardice and
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betrayal.
BLUE
Blue is often associated with the 46coolness of the sea and sky. It has been shown
to 47calm the senses and lower blood pressure. It may stimulate feelings of 48trust,
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security, 50order, and 51cleanliness.
ORANGE
Orange is often associated with the heat of sun and fire and is considered a high-
arousal color. It may stimulate feelings of energy, balance, and 52warmth.
GREEN
Green is often associated with the coolness of 53leaves. People often associate it
with nature, health, good luck, and 54jealousy.
PURPLE
Purple is generally considered a low-arousal color. It may stimulate feelings of
spirituality, mystery, 55royalty, or 56arrogance.
Adapted from:
What Your Logo’s Color Says about Your Company (Infographic) by Rachel Gillet
Discuss the following questions and share your ideas.
1. Identify the following logos based on the classification in the above information.
WWF
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2. Then, find information behind the meaning of that logo or a logo of a popular product
of a company.
3. Find the meaning of the highlighted words/phrases in the text and produce your own
sentences using those words/phrases.
II. Listening
A. Listen to the audio played by your teacher and fill in the following gaps.
Google just keeps 1_________________ bigger. The search engine giant is not only the
world’s biggest brand, it is also the first brand worth $100 billion. 2_________________
market research firm Millward Brown shows Google has kept its position as the world’s
most powerful brand. It valued the company at $101.4 billion. This is 25 per cent
3
____________________ rival Microsoft, which is the second most valuable brand. The
“Top 100 Most Powerful Brands” report lists Coca Cola at number three, followed by IBM
and McDonalds. Technology companies 4_________________ the top ten. Google’s brand
is helped because it is now also 5_________________ use. It is 6_________________ hear
people say “Google it” when they want some information.
The report is the world’s 7___________________ consumers and businesses think of brands.
It says a brand name 8_________________ business to grow. “A strong brand can help
protect a business from risk, and position it for future growth,” it says. The authors
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_________________ brand name is “the ultimate return on investment”. Joanna Seddon,
chief executive of Millward Brown, told reporters: "In the current [economic] environment,
brand has 10___________________ important because it can help to sustain companies in
tough times." Her report says brand 11_________________, even through the recession:
“The value of brands remains strong…the total value of the top 100 most valuable brands
has 12_________________ under $2 trillion.”
B. Look back at the article.
1. Write down some questions you would like to ask about the text and share your
questions with other classmates / groups.
2. Ask your partner / group to answer your questions.
3. Circle any words you do not understand. In groups, pool unknown words and use
dictionaries to find their meanings.
III. Writing
Writing an Infographic
An infographic is a visual which displays information or data with the help of graphs,
diagrams, icons, illustrations, pictures, charts, or photographs. The information and data
can be written in the form of a brief text. The purpose of infographics is to communicate a
message effectively.
There are some considerations of a good infographic. First, the data or content—
statistics, facts, processes, information, or key points being presented—must be accurate
and relevant. Second, the use of graphics, icons, illustrations, images, etc. represents
concepts or categories and helps audience scan the information quickly. Third, the data
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like bars, charts, line graphs, and pie charts, if any, are used to effectively present
quantitative information. Fourth, the use of colors should be harmonized with the feel of
the message since colors help organize information, create contrasts, and guide attention.
Fifth, the text should be concise and readable, using different font sizes and styles to
establish a visual hierarchy. Sixth, the effective infographics should be organized in logical
flow to guide the viewers follow the information. Seventh, an infographic is considered as
visual story in a way that it is the storytelling presenting information in a logical sequence,
making the content more engaging and easier to remember.
Assignment:
Now, make an infographic of a company and give the information regarding its name, logo
and its meaning. Make sure you use your own words/sentences in describing the
information.
IV. Speaking
Present the infographic you have written in the previous assignment to the class.
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