As a writing and design agency, we understand the power of a well-crafted capability statement. It’s not just a document; it’s a reflection of your company’s strengths, uniqueness, and potential.

In today’s competitive business landscape, your capability statement is often your first impression with potential clients and partners. It needs to be firm, confident, and memorable.


What is a Capability Statement? 

At its core, a business capability statement is a concise document highlighting your business’s core competencies, achievements, and key details. Think of it as your business’s resume, tailored to make a strong impression in a short amount of time. 

While it could be 1-2 page document, we’ve found the best capability statements to be slightly longer – leaving a lasting impression. 

How to Write a Capability Statement

While it’s important to include key information in your capability statement, it’s just one piece of the puzzle. Writing an effective capability statement also includes writing well, showcasing what makes your business unique and talking to your target audience – decision makers.  

Capability Statement Template

With all of this in mind, you can use the following template for creating your capability statement. Based on the numerous capability statements that our team have worked on, across multiple sectors, we’ve put together a template that can be used to structure your capability statement. Use this template to gather the key information about your business and what makes it unique.

Company Overview

Start with a brief introduction to your business. What’s your story? What do you stand for? This section should resonate with your brand’s voice and ethos.

Core Competencies

This is where you shine a light on what you do best. Be specific and focus on what sets you apart from the competition.


What makes you unique? This could be your innovative approach, your team’s expertise, or even your customer service excellence.

Past Performance

Showcase your track record. Include succinct case studies or examples of past projects that highlight your expertise and success. Some client testimonials will also make an impact.

Contact Information

Always conclude with clear contact details. Make it easy for potential clients to reach out to you. 

Using the Capability Statement Template

While templates provide a great starting point, personalising them to reflect your unique brand is crucial.

Tell Your Story

Templates won’t capture your unique journey or the ethos behind your brand. Add a short narrative or mission statement that conveys your brand’s history, values, and vision.

Incorporate Your Brand Voice

Adjust the language in the template to match your brand’s voice. Whether your brand is formal, conversational, or somewhere in between, the text should sound like it’s coming directly from you.

Highlight Your Unique Selling Points (USPs)

Every business has its own set of strengths and specialties. Make sure these USPs are front and center in your capability statement. This is what sets you apart and what your template should showcase.

Remember, a template is just a tool – it’s how you wield it that creates impact. By infusing your brand’s essence into the template, you transform a generic document into a powerful statement that is uniquely yours. 

Make an Impact with a Professional Design

Remember, a capability statement isn’t just about the content; its design is equally important. The layout should be clean, professional, and reflective of your brand’s style. Use colors, fonts, and imagery that align with your brand identity. 

Design Requirements for a Professional Capability Statement 

Creating a capability statement that leaves a professional impression involves more than just compiling information; it’s an art that combines aesthetic appeal with clarity and functionality. Here are essential design requirements to keep in mind: 

Branding Consistency 

Your capability statement should be an extension of your brand identity. Use your company’s color scheme, logo, and fonts consistently throughout the document. This consistency reinforces brand recognition and professionalism. 

Layout and Organisation

A well-organised layout is key. Use headings, bullet points, and sections to break up text, making the document easy to scan. Remember, the goal is to convey the most important information quickly and clearly. 

High-Quality Images and Graphics

Incorporate high-resolution images, infographics, or icons that complement and enhance your text. Visual elements can make your statement more engaging and help illustrate your points more effectively. 

Readable Typography

Choose fonts that are easy to read and professional. Avoid using more than two or three font types to maintain a clean and uncluttered look. Also, be mindful of font size; too small can be hard to read, and too large can appear unprofessional. 

Balanced White Space

Don’t underestimate the power of white space. It helps in making the document look less crowded, guiding the reader’s eye through the content, and contributing to the overall elegance of the design. 

Contact Information Design

Make sure your contact information is prominent but not overpowering. It should be easily locatable but blend seamlessly with the rest of your design. 

Quality Printing

If you’re distributing physical copies, invest in quality printing. The paper quality, ink consistency, and overall finish can make a significant difference in how your capability statement is perceived. 

Digital Formatting

In today’s digital world, your capability statement might be viewed more on screens than on paper. Ensure its formatted correctly for digital viewing, with attention to file size and compatibility across devices.

Find out if unlimited graphic design is right for you

Capability Statement Examples 

These examples below show a spectrum of styles, demonstrating how diverse and dynamic capability statements can be. As you browse through them, notice how they each convey a unique brand to make a lasting first impression. 

Capability Statement Design Examples

Need a Helping Hand? 

Crafting an effective capability statement can be challenging. You need to strike the right balance between informative and engaging, professional yet personable. 

If you find yourself struggling, the Dweebi team are here to help. Our team specialises in bringing stories to life through carefully curated words and professional graphic design. We can help you create a capability statement that not only captures your business essence but also leaves a lasting impression. 

Get in touch today to find out more! 

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Digital Marketing Specialist

Having started as a content writer, Amira has developed a love for all things marketing. With digital marketing skills including SEO, PPC, social media and content marketing, she's most happy when she's working in the sweet spot where data and creativity meet.

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