Meaningful Corporate Timelines
When a company has been around for a while, inevitably someone says, “We should do a timeline.” And before you know it, one has been thrown together and tossed up on the corporate website — often without imagery or relevant content or any type of interactive functionality.
This, of course, begs the question “what is the real purpose of a timeline?”
I’m here to tell you that timelines can make a difference for your company’s brand and possibly even the financial bottom line.
So, next question, what’s the best approach?
Let’s start with discussing the medium for your timeline. It used to be that corporations published books documenting their history. This may still be popular for some, but from an investment point of view, creating an interactive timeline for your website seems much more logical. There is likely an upfront investment, but if planned ahead of time, it can be easily updated as new milestones are added to your corporation’s history.
The other benefit of an interactive timeline is that you have the opportunity to reach a broader audience 24/7. It’s up to YOU to make books available to a chosen audience, while an interactive timeline on your website allows your potential customers to come to you.
Some may wonder what meaning their brand’s heritage has to today’s customers. That depends on who your customers are, but don’t be quick to write off any audience demographic. Research suggests that even among the Millennials, a brand’s heritage is very important –- if it’s relevant to their needs. That can sum up any audience, for that matter. And furthermore, with today’s economic uncertainties, timelines can reassure your employees, investors and customers. It proves that you have and can continue to survive the test of time.
And that brings me to my next point: defining what’s relevant for your external audiences. Let’s face it, goofy photos from your annual holiday party may be hilarious to your employees, but probably not appropriate for your customers. So, what is relevant? It’s actually quite simple: showcase your successes, challenges and even lessons because it points a path to the future.
The design and the level of functionality of your timeline will communicate your company’s mission/vision/values –- presenting the core of who you are to your customers. And, the timeline itself is a great marketing tool because it subtly conveys your most important messages.
Corporate timelines have been around as long as corporations themselves. There’s a certain pride in documenting accomplishments, apparently. But putting pride aside, there are lots of good reasons to make the investment, not the least of which is building your brand.
Check out Go East’s 20th Anniversary timeline.
