Annual reports – The framework for best practice information design

It’s annual report time again!
We are currently working on annual reports for most of our Australian clients and our focus is, as always about how brand can be infused into the communication to make it valuable and engaging for all stakeholders.

Every year, many organisations are required to produce an annual report. But instead of just going through the motions this is a great opportunity to use your annual report as a powerful brand communication tool.

Truly Deeply has been defining and designing brands and their corporate communications for more than two decades. Our work has seen us decode much of the brand and corporate communication landscape, working for businesses across all sectors operating in national and international markets.

Our approach to annual report design is the culmination of us turning our decoding methodology towards defining the definitive criteria for designing narrative rich annual reports that exceed global best practice.

As we continue to lead the thinking for our clients on their brand definition and communication, we see our annual report approach as a natural extension into how their brands connect with their shareholders and investment stakeholders.

The difference between a good annual report and a great one is the difference between information and communication.
We have established a framework of twelve criteria for best practice operational reporting:

– Business Snapshot
– Competitive landscape
– Business strategy
– Shareholder access
– Key performance indicators
– Risk management
– Future planning
– Environment and social responsibility
– Your people
– Navigation
– Your brand
– Appeal and presentation

In our mini ebook ‘AR: Review’, we provide detail on each of the twelve criteria most important for the annual reporting of organisational performance to shareholders and stakeholders.
This is an ideal checklist of what information is most valued by institutional and retail investors, and the best way to present that information to them.

Whilst not all of the twelve criteria we have identified are relevant for every organisation, the challenge for the people preparing the report is to interpret this information for their own organisations peculiarities and communicate it in a way that is effective for their stakeholders.

Some organisations are already adhering to some of the best practice principles included in the report. However, most annual reports will benefit greatly from the guidance and insights we’ve provided.

We hope you find our contribution to best practice for annual reporting a valuable tool.

If you’d like the whole AR:Reivew contact us here

If you’d like the whole picture on how we can work with you to make your annual report project more simple and take your corporate communication to the next level, give us a call or send us an email – we’d love to chat.

David Ansett, Brandamentalist


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