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How to Structure Your Capabilities Deck

As a business owner it’s important to invest in a Capabilities Deck that will help you communicate the unique value your company has to offer to potential clients or customers. Your deck does not have to be complex. You want it to include concise, direct content that explains a little bit about who you are, why you’re different from other brands, and how you can help them reach their goals.


Not sure what to include in your Capabilities Deck? We’ve provided a content guide for you below.


Cover Slide

Your cover slide should be simple with your brand logo alongside strong imagery that helps visually communicate your brand identity. You may also want to feature your tagline.

Table of Contents

The table of contents is a slide you may quickly skip over during a live pitch, but it’s important to include as a way for your audience to navigate through the PDF version of your presentation that you’ll most likely share in a follow up email.

Section 1: Who You Are

Start by highlighting a little bit of company information. Include your mission statement, core values or a value proposition that sets you apart from competitors. If you have enough time to go over more details during your presentation, you can also include a slide that features some of your team members. If you have a unique story to tell, try creating a slide that talks about the year your company was founded and the journey you’ve taken since.

Section 2: What You Do

After you introduce your brand, we suggest going straight into the services you provide. This section of your deck should be threefold: an overview of your services, an overview of your process, and samples of your work. People like to know what to expect so be as transparent as you can be. Including your process shows that you’re organized and efficient, giving the impression that you have no problem delivering what you promise. Showcasing your work is a testament to your success. Try highlighting 3-4 client projects that span across a variety of your services.

Section 3: Your Clients

For some, showcasing your clients after featuring some of your work may be redundant. If so, you should bypass this section. If you think including this slide will further your credibility, try formatting a headline that says something like, “We appreciate our clients.” with a row of your most impressive client names or logos below. You may even want to include a testimonial quote.

Section 4: Custom Content

Your Capabilities Deck can be used in 2 different ways: as an all-encompassing client pitch, or as introductory content in a client pitch. Some companies like to customize a portion of their presentation to the specific customer they’re pitching. This type of content would fall perfectly in between section 3 and your end slide. If you like to keep it short & sweet, go without this portion!

End Slide

To properly round off your presentation, it is best to include an end slide with a “Thank You” message or simply list a way to contact you for further information. This slide can serve as a great call-to-action at the close of your conversation.

Client Examples

Here is an example of a capabilities deck we built for our client, 5stone Construction. 5stone is a conscientious residential renovation company serving St. Louis and surrounding areas.


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Here is an example of a product deck built for our client, Force Marketing, to explain the features and benefits of their ServiceDrive dynamic video solution for auto dealers.

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Regardless of how you choose to use your Capabilities Deck, the TCB team believes it is an essential part of your brand development. We typically build decks like this for our clients in the initial stages of the branding process alongside logo design, social branding, website launch, and more.


To learn more about Capabilities Decks and other brand assets, connect with one of our creatives at: