The United Arab Emirates offers numerous advantages for small business owners, including tax incentives, a booming economy, and access to a diverse, high-spending consumer base. Given the UAE’s competitive business landscape, a well-designed company profile is essential to help your small business stand out.
If you’re unsure where to get started, this Remitly guide is for you. We’ll break down how to create an effective profile so you can establish credibility, drive business leads, and showcase your brand’s strengths.
Why a professional company profile matters
With government initiatives like the Dubai SME program and free zone business setups, starting a business in the UAE has never been easier. However, standing out requires more than just a great idea—you need a compelling company profile. A strong profile is your first impression, helping you:
- Establish credibility and trustworthiness
- Attract potential clients, customers, and investors
- Distinguish your business from competitors
- Showcase your strengths and unique selling points
- Create networking and partnership opportunities
A professional profile helps set your business apart and demonstrates your professionalism from the start.
The role of a company profile in marketing
Your company profile is the foundation of your marketing strategy, establishing brand credibility, building trust and promoting your business effectively. A well-structured profile helps clients, investors, and partners understand who you are, what you offer, and why they should choose your business over the competition.
All marketing materials, including advertising campaigns, social media posts, and website content, should reinforce the core values and key messaging outlined in your company profile.
By ensuring consistency across all marketing efforts, your company profile creates a cohesive and professional brand presence that builds trust with your audience and drives engagement.
Key elements of a company profile
Your company profile should showcase who you are, what you do, and what makes you stand out, all in an organised and compelling way. Use the list of questions below to guide you in creating an effective company profile.
Company overview
- What is the official name of your company?
- What type of business is it? Sole proprietorship, LLC, or corporation?
- What drives your business? What are your core values?
- Who makes up your team? Introduce key team members or leadership.
Company history and background
- Why and how was your business started?
- What year was it founded, and by whom?
- What key milestones or achievements have there been? Think about expansions, rebranding, product launches, or awards.
Unique selling propositions (USPs)
- What problems do you solve for customers?
- What differentiates you from competitors? Consider quality, cost, sustainability, and customer service.
- What awards or certifications has your business earned?
Products and services offered
- What products or services do you provide?
- What else do you offer as complements to your core offering?
- Are there customisation options available?
- Do you use specific technology, methods, or tools in your work?
Target audience
- Who does your business serve? What are their demographics (age, income level, location, profession)?
- What are their psychographics (lifestyle, values, interests)?
- What challenges does your audience face? How does your product or service address these?
Portfolio and/or testimonials
- Include photos and case studies.
- What do customers or clients say about your business?
- Are there key partnerships or important projects to highlight?
Contact information & call to action
- Include your email, phone number, address, and social media links.
- What are your business hours?
- Where are you located?
- Include a clear call to action for people to connect with you, like “shop now” or “book a free consultation.”
Examples of successful profiles
Airbnb has nailed its branding from the start. Their profile stands out by effectively communicating its core mission of bringing people together through unique, shared travel experiences.
Careem differentiates itself from global competitors like Uber by positioning itself as a regional leader in the Middle East and North Africa. Careem’s profile emphasizes its understanding of local market needs, helping to establish a loyal customer base.
Emirates Airlines’ profile highlights luxury and exceptional service. They emphasize world-class hospitality and superior customer service, positioning the brand as a premium airline with a commitment to innovation. This has helped make them one of the most recognizable brands in the industry.
Sweetgreen’s profile communicates its dedication to sustainability, healthy living, and transparency. It highlights partnerships with local farmers and its eco-friendly practices, helping the brand stand out in the oversaturated fast-casual food market.
Thursday Boots’ profile showcases a clear commitment to craftsmanship and high-quality materials at an affordable price. The profile tells the brand’s story of building footwear that combines durability, style, and value, appealing to a wide range of customers.
Step-by-step guide: how to write a company profile
Creating a strong company profile is simple when you follow these key steps:
- Identify key details: Compile all essential information, such as your mission statement, services, and company history.
- Choose a template: Select a visually appealing layout that suits your brand and industry.
- Customise sections: Adapt the template’s structure based on your brand needs.
- Incorporate visuals: Use high-quality logos, product images, or infographics.
- Review and refine: Edit for accuracy, consistency, and professionalism.
Plan your content
- Gather your information: List everything you want to include. This doesn’t have to be polished, just write down everything you want to cover. Use our list of questions above to guide you.
- Know your audience: Are you targeting potential customers, investors, partners, or job seekers? Tailor your tone and content accordingly.
- Identify your key message: What should readers take away? Let this guide your writing.
Write with impact
- Start strong: Begin with a compelling opening that grabs attention. This might include your company’s story or purpose.
- Highlight key offerings: Showcase what makes your business unique.
- End with a call to action: What action do you want readers to take? Encourage them to visit your website, schedule a consultation, or explore your services.
Enhance with visuals
- Maintain brand consistency: Use your logo, fonts, and colours for consistency.
- Use professional graphics: Infographics, charts, and icons can simplify complex information; just ensure they are high-quality and purposeful.
- Keep it clean: Don’t overcrowd your profile with too many visuals. Visuals should add something that text alone could not.
- Feature team photos: Showcasing the people behind the brand can humanise your business and build trust.
Using modern and customisable templates
Creating a company profile from scratch can be time-consuming and may feel overwhelming, given the volume of information needed to create an effective and professional profile. Luckily, you don’t have to start from scratch. Using a template can simplify the process and ensure consistency. There are a variety of modern templates online that allow you to create a professional and visually appealing profile that aligns with your industry and style.
Benefits of using a company profile template
These templates can help you:
- Save time—you don’t have to create something from scratch
- Ensure readability and visual appeal by leveraging a professional layout
- Maintain consistency across company materials and align with your brand identity
- Customise to match branding and industry requirements
- Ensure all relevant business details are included
Features of a modern company profile template
A well-designed template should be:
- Well-structured, with clearly defined sections for readability
- Visually appealing—opt for a clean, professional design with ample white space
- Mobile-friendly, so your page is easy to view on all devices
- Editable and customisable to fit your brand’s needs
Tools and resources for template customisation
Even the best templates will require your customisation to reflect the unique features of your brand. Various tools and resources can be used to help you adjust the design, update content, and optimise for SEO.
- Canva: a user-friendly design tool for creating visually appealing profiles
- Microsoft Word & PowerPoint: simple yet effective options for modern templates
- Google Slides: flexible and allows for collaborative creation
- Visme: best option for infographics and visually-based company profiles
- FreePik: offers access to a wide range of templates and assets
Best practices for a professional and attractive profile
A professional and engaging company profile should follow these best practices:
- Keep it concise and avoid unnecessary details.
- Utilise storytelling to engage readers with your company’s history. Emphasise how the idea for your company came to be, and highlight how it solves a problem or adds value to a market.
- Showcase achievements by highlighting awards and credentials. This will help establish you and your company as leaders in the field.
- Include client testimonials to build trust and credibility. A couple of quotes from satisfied clients can make your brand immediately more trustworthy.
Using infographics and visuals
Infographics and visuals can enhance the appeal of your profile significantly. Here’s how:
- Visual storytelling: Images, charts, and graphics can simplify complex information. Piktochart is a great tool for creating infographics.
- Brand consistency: Use your brand’s logo, fonts, and colours throughout the profile to maintain consistency and professionalism.
- Photography: High-quality images of your products or completed projects will make your profile personal and professional. Unsplash is a popular site for free images.
Creating a compelling client and investor appeal
Depending on your target audience, the focus of your company profile may differ slightly.
For clients, you’ll want to focus on how your products or services can solve their problems. Use benefit-driven language to highlight the value your business brings to customers and how it addresses a current pain point in their lives. Including client reviews and real-life case studies will help reinforce your credibility.
For investors, you’ll need to focus on the financial viability and growth potential. You may want to use more charts and graphs to highlight revenue growth, market demand, and business scalability. Additionally, including a section on goals for the future, such as strategic plans for expansion to other markets, can also help attract investors looking for long-term potential.
Other important templates for small business owners
Beyond your company profile, having additional business templates can help you maintain professionalism, streamline operations, and support business growth. Here are some key templates every small business owner should consider:
- Business plan template: Outlines your business strategy, goals, and financial projections, helping to attract investors and secure funding.
- Invoice template: A standardised format for client billing helps ensure clear communication of payment terms and due dates.
- Social media content calendar template: Organises and schedules social media posts, ensuring consistent communication and engagement with your audience.
- Meeting minutes template: Records key points of discussion and action items from meetings to ensure accountability.
- Gantt chart template: Helps track project timelines, tasks, and deadlines, providing a clear visual representation of progress.
FAQs
How do I write a business profile for a small business?
Start by introducing your business with general information like name, mission, and values. Then, briefly explain your company’s history, and what sets you apart from competitors. Highlight the products/services you offer, including unique selling propositions and customisation options. Next, define your audience and showcase a portfolio or testimonials to build trust. Finally, provide contact details and a clear call to action.
What should a company profile contain?
Your company profile should include key information about your business to build credibility and attract customers. It should include:
- Company overview: What does your business do? Where are you located?
- Mission and values: What is your company’s purpose? What sets you apart from competitors?
- Products or services: What do you offer?
- Target audience: Who does your business service?
- Team: Who makes up your team? Who are the company founders?
- Testimonials: What do people who worked with you think?
- Contact information: How can customers reach you?
- CTAs: How can someone take the next step with you?
What common mistakes should I avoid when creating a business profile?
When creating your business profile, you want to avoid the following:
- Being too generic: Highlight what makes your company unique.
- Overloading with information: Use concise and easy-to-understand language to explain what you do.
- Forgetting your audience: Define who your target audience is and keep this top of mind when writing your profile to attract the right customers.
- Lacking visual appeal: Include high-quality images, consistent branding, and a clean structure.
- Forgetting contact information: Make sure to include several ways customers can get in touch.