The work your brand does is important — but that work wouldn’t happen without your company’s origin story, your founders, and the people who show up every day to push your success forward. Showing the history and faces behind your work introduces a personable element that can start conversations and encourage better bonds with your clients. The tough part is figuring out how to make that information stand out when the first thing that usually comes to mind is a web page with just “Our History,” “Our Team,” and “Contact Us.” What else is there?
By embracing a creative approach to sharing the stories of your brand and your team, you may even find inspiration for a visual strategy that spans beyond the “About Us” page.
Brand Story Video
Think about that client or vendor you’d been working with, but didn’t meet in-person or on video chat for months — the first time you met them, it probably gave you such a greater depth of understanding of their personality and your relationship. Brand story videos can help you provide this sense of understanding about your company to your customers and partners. A brand story video will usually introduce your company, mission, and vision as a whole, telling the world why you’re here and the value you bring. While it’s something your team can create together and be proud of, your brand story video is really there for your customers to understand what makes you special, so this is the time to say what you mean and reveal what’s most important to your business.
You can feature this video prominently on your homepage or use it as a nontraditional lead-in to anything else on your “About Us” page. Offering a video early on can capture your audience’s attention and show that your brand does the unexpected.
Interactive Brand History
In general, interactive content is a great medium for allowing users to control their own destiny within your information — what they’ll explore, when they’ll explore it, how in-depth they go into the information.
You can do this to tell the story of your brand, such as your history. By creating a timeline that allows viewers to dive in for more info, you show that you’re considering clean layout and prioritization of information. The detail they can explore is only limited by the detail you provide, but it ensures that there is never too much information provided at any one time — overwhelming your customers isn’t a good way to gain trust, after all.
Other ideas for interactive content on your About Us page: introductions to your teams; your team members; your company’s defining projects; a look into your culture; or your mission, vision, and values.
Infographics or Other Static Visual Communication Pieces
Your brand or team story can easily become a reading assignment if you aren’t careful. Instead, take that information and condense it into an organized infographic, illustration, or other visually focused medium. Engage your audience with designs that share how you got started, who your team is, what your mission is, and more. Even if your visual communication remains a supplement to longer text on your page, it still gives viewers options on how to navigate and understand your organization.
You could combine all of your stories into a scrolling piece or create individual mini-graphics that each talk about one aspect of your company’s culture. The way you choose to show your story tells your audience what’s most important to you as well as how you view your own culture and success, so consider what you want to accomplish with these stories when you consider format.
However you describe what makes your brand and your team distinct, visual communication offers solutions that can forge a greater connection with your audience. What have you done or would like to do to help your “About Us” page stand out?