5 ways to choose the best business award for your brand
I’m thrilled to celebrate the news that my brilliant clients, David Lowe and the team at Autac, have been awarded the Manufacturing Excellence Award, sponsored by Jaguar Land Rover, at this year’s Northern Automotive Alliance Awards.
Working as a key partner with Autac since 2019, I know just how much this award means to the team and how important it is for them to be recognised as the high-quality and ‘best-in-class’ British manufacturer they have become today.
“I love my collaboration with Autac, and the last 4 years have definitely been an adventure! Its testament to David and the team that despite facing numerous challenges including a global pandemic, Brexit and energy prices that rocketed, we have still been able to develop and grow the brand and reputation across many different industries such Automotive, Communication, Agriculture and Medical, and establish the company as a key trusted partner with customers all around the world.”
One of the key drivers behind your brand, and building the trust and credibility you deserve is Effective Communication. And taking the time out to develop your own bespoke communications strategy for your business is invaluable.
Particularly as times are changing and people expect so much more from your brand today, whether it is your customers who want to know more about who is behind the business, what you stand for and how you lead with your values. Or your future employees who are looking to work for organisations that are a ‘force for good’ and are clear about their vision for the future.
Being able to communicate your brand and ethos in a credible way, demonstrating how you work and how you care through real-life stories from behind the scenes in your business is a perfect way to connect with your audience, celebrate your team and your success, and build goodwill at the same time.
And taking part in business awards like the Northern Automotive Alliance Awards is a great opportunity to do just that.
5 ways to choose the best business award for your brand
1) Be Strategic.
Think about your vision and goals and select an awarding body that is aligned with them and could help you strengthen your position in that field or market. For example, if like Autac you want to reinforce your position within the Automotive industry then choose a reputable awarding body that is recognised in that industry such as the Northern Automotive Alliance.
2) Remember the power of Social Proof and Trust through Association.
Simply being seen or associated with other brands, people or initiatives can have an incredibly powerful impact on your brand. There is a transfer of trust that comes from “being seen” together. For Autac, the fact that the category was sponsored by Jaguar Land Rover was another key selling point. This could also be the same for the awarding body, judging panel, other entrants, sponsors or past winners. Don’t forget however, that just trust can just as easily be lost through association with the wrong brand, people or initiative.
3) Investment. Make sure you have understood the investment required to enter the awards.
Whether that is an entry application cost, yes some awards ask for a fee to apply or the cost of attending the awards ceremony, this is normally a cost per head for a black tie dinner.
There is also the time needed to prepare the award application, gathering evidence and key data and pulling it all together in the most effective way to showcase your business, as well as time for any interviews or extra questions that the judging panel may have.
4) Choose the right awarding body or category of award that will help you highlight the added value and qualities that you want to showcase.
Depending on your strategy and communications plan, this might be a focus on a particular expertise, the success of a specific project or recognising outstanding performance and effort made by members of your team.
5) Look at the potential for marketing, PR or networking opportunities.
What is the support available? How will taking part in the award benefit your brand and increase your visibility? Are there opportunities to be featured by the awarding organisation or their sponsors? Will they support your PR activities?
You will be asked to provide a company profile, a short overview detailing your application, as well as photos and videos to tell your story in the run up to the award ceremony and on the night itself. Think the Oscars and the nominees are……!
Some awarding bodies are more thorough than others and will go above and beyond to help you to spread the word and get coverage for your win and of course it’s in their interest to do so.
Do your research and choose the right awards for your business and industry. And then make sure you enjoy the process and have fun!
And finally, just beware of the dark side to business awards.
Don’t fall into the trap of applying for or accepting an award if:
it feels a bit bizarre or too good to be true. It usually is!
there is no formal application process and no judging panel. Yes this happens!
you are asked to pay extortionate amounts to simply receive your award and trophy.
I’d love to know your thoughts on this and if you have experience in business awards.
I’m open to hear about the good, the bad and the ugly! Get in touch and let me know.