One company profile is not more “right” than the other; they are just different and may be appropriate for different target customers. For example, a closer look at two different style magazines will make this very obvious. Let’s compare People StyleWatch and Vogue.
At a fast glance, the cover of People StyleWatch appears very busy. I assume that this is a strategy to give the impression of being the one magazine in which you may find everything. On the cover you are informed that the magazine will include information on where to shop for the best bargains, secret beauty tips will be revealed and you will be educated in how to shape your body the best way.
The cover of Vogue has a more unadorned appearance and gives an impression of that this magazine will only convey the best of the very best. This magazine will bring you a selection of the top brands, how to look good in every life situation and articles on stylish celebrities that you can identify with. The strategy here, I assume, is to attract an audience with a greater purchasing power.
These two magazines are true to their profile; every cover, issue after issue, year after year will give a similar expressions. As a result the reader audiences of these magazines differ. Bearing this in mind, it is important to analyze your brand with regards to who you are, what you supply and for whom, and what your benefits are. Most important of all is to generate a company profile that conveys this and stay true to your profile for long-term customer identification for your brand in the target group.
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