24 visualizations that will make your business more transparent for investors and customers — from business model to the value chain
A visual presentation of your company will better explain your business than 30 slides of PowerPoint.
Below you will find the best examples of how companies explain their structure, essence of the business, and its financial results to different types of readers: clients, investors, and even to their own staff. The first part of examples is represented by our works for leading Ukrainian companies, while the second part consists of annual reports, sites, and presentations of the best global companies.
In order to gain credibility among clients, show them how the production process is organized
Buhler company is the world's leader in food industry equipment production, presents advantages of its products in quite an original way. A two-minute video starts with an explanation of an average person's need in consuming healthy and eco-friendly food. Then, using the example of chips the company explains how it helps to satisfy this need: by manufacturing equipment which is used for the production of tasty and healthy snacks.
The same was done by "Naftogaz Ukraine". The natural gas industry, as well as the company itself, suffered from decades of corruption, which made them outsiders in the public opinion. A new format of annual reports, consisting of infographics and simple explanations, became part of the company"s transparency policy. These publications are aimed at explaining to Ukrainian citizens how "Naftogaz" and the whole natural gas market are changing.
One of the infographics shows how natural gas is supplied to our stoves and factories: starting with an exploration of deposits to the delivery of the product to the end customer.
The 2016 "Naftogaz" annual report became a high-precision weapon in the information war. Learn "why" from our case — it"s not the first year when TopLead designs annual reports for this company.
Financial data in infographics will substantiate the sustainability of the business
Financial data can be included in infographics in order to demonstrate the origin of different indicators as well as how they influence the overall financial performance. It"s a good way to address the audience who is incompetent in financial matters but should be attracted nonetheless.
That's how BMW performed this task in its annual report for investors.
In 2016 PUMB explained to its customers the origin of the bank"s losses. At that time losses and liquidation of banks was the hot topic. That's why PUMB demonstrated that it was unprofitable due to the accumulation of reserves which made the bank even more reliable.
The next year bank obtained revenue and visually demonstrated how it was accumulated in its 2016 annual report.
Last years this bank explains its reliability, as well as work of different businesses and financial results only through infographics. You can learn more about advantages of such approach from our case study on PUMB annual report.
"Naftogaz" has also depicted its financial indicators in one infographic.
Show the value chain for the demonstration of the leading business
Many companies precisely demonstrate their value chain — the process of the products" value creation. They make it in order to show all available connections of the company as well as most advanced business directions which positively impact the society or the country. Here's an example from Buhler company report. We already referred to its video above.
Here are some additional examples: Vodafone describes its supply chain.
BMW — demonstrates its value chain.
Demonstrate the supply chain means to become more understandable for those who cooperate with you as contractors or partners. KION Group visualized its logistics chain in 3D-graphics and integrated them in its report as well as interactive web-page on the company's site.
This report also won Red Dot Awards.
Consulting firm PWC demonstrated how the value chain for a hospital is created. It would be very interesting to see how the healthcare business works taking into the account ongoing reform of the sector.
New concepts becoming the part of the business also have to be visualized. Data which can be transformed in the knowledge is the key element of the knowledge economy. Open Data Watch project visualized the chain of value creation in the contemporary data world: from data collection to its impact.
Carefield company presented its services by visualizing the crops farming production chain at the home page of the website.
In the annual report DPZKU visualized its value chain — from purchase of raw materials to retail of the final product through depicting this chain with a visually simple and easy to remember infographic which appears on several broadsides of the report.
In order to enter the international market it's important to reveal management and stakeholders
In case you are planning to work on the European market, be ready that investors and partners will ask you questions about the corporate management structure and key stakeholders. Answers to these questions reflect the level of the company"s management as well as social responsibility practices.
Within the framework of the reform, "Naftogaz" proposed the new management structure. Non-transparent management encouraging corruption is the key problem of state-owned companies in Ukraine. By substantiating the need to change management approaches "Naftogaz" demonstrated how the new management structure will operate.
"Astarta" visualized key stakeholders of the company. The requirement to publish information about stakeholders is stipulated by GRI standard, according to which the company's report was drafted. This information is presented in the form of a simple visualization in the report.
By revealing KPI you'll show the efficiency of the company's work
IT-company ALSO drafted a proper intro to its annual report having started it with an explanation about goals of the staff as well as results achieved by the company during the year.
Business strategy demonstrates the far-reaching perspective of the company
Petronas oil company reveals its strategical plans in the form of infographics.
Companies working in Europe and North America pay particular attention to sustainable development and publish separate reports on sustainability. In the Vodafone annual report there is a simple and clear scheme (which can"t be called an infographic though) which explains the strategy of the sustainable business establishment.
INGO insurance company visualized its strategy aiming to persuade its clients in readiness to build a long-lasting business and conduct its activity within long-term development framework. It's a very important information for the clients on the market where 41 new insurance companies were opened in 2016.
For a large company it's important to demonstrate that its focused on the sustainable development
Sustainability report is an indispensable part of the annual reporting for the company which is under the radar of public attention. As a rule, these are big corporations and state-owned companies. The issue of sustainable development is quite complex, and thus requires visual explanations.
The largest state-owned company in Ukraine "Naftogaz" explains six capitals in its annual report — one of key indicators of social and corporate business responsibility.
BMW also demonstrates sustainable development goals.
AlSO Marketplace case is another vivid example of visualization of the company's ecosystem. When demonstrating the ecosystem you explain to your target audience that your company is sustainable not only from the inside but from the outside as well as it relies on cooperation with the wide network of partners and contractors.
Build the report around customers in order to attract new ones
Allianz insurance company dedicates a separate part of its annual report to explanation of how it manages to focus on clients. All key stages and elements of this process are visualized — from the general approach and business operations to the company"s structure, product development process and the received feedback. The company"s report was among finalists of the Content Marketing Awards.
Where can you use such type of visualization in your communications?
Whenever you want to persuade your target audience that you are an innovative, reliable and sustainable company. Such visualizations may appear in relevant sections of the website, in reports, presentations for clients, media materials and in your personal blog. It can be also used in other relevant materials in which you want to draw a distinct line between you and competitors, demonstrate your competence, responsibility and leadership.
Make your business understandable with the help of visualization
There are a lot of data visualization and infographics creation tools. Let us give you an advice in case you want to create the visualization yourself: start with a layout and only after its ready, proceed with visualization.
Another option of receiving a professional visualization of important components of your business is to contact us — TopLead.
We help companies create outstanding content, including persuasive visualizations. From presentations and infographics to videographics and interactive content — we'll find an effective way to convey your achievements, make the strategy understandable, demonstrate innovative approaches and explain why your business is reliable. Just drop us an e-mail to firstname.lastname@example.org.