You know what’s underrated? Winning. Not just in the "I finally beat my kid at Mario Kart" kind of way, but in a way that actually puts your business on the map, gives your brand that extra credibility boost, and makes your team feel like rockstars. And guess what? Business awards do just that.
But—and it’s a big but—you’ve got to pick the right award. Not every trophy on the shelf does the same thing, and if you’re going to put in the time to apply, you want to make sure you’re aiming at the one that gets you what you need.
Let’s break it down, because the last thing you want is to spend hours crafting the perfect nomination only to realize you should’ve gone in a completely different direction.
Company Awards: The Street Cred Booster
Let’s say your business has been killing it. You’ve built a strong brand, your customers love you (most of them, anyway), and you’re growing in ways you never imagined. Now, you just need everyone else to know it. That’s where company-wide awards come in.
These are the awards that cement your reputation. Think of it as the business equivalent of getting a blue checkmark—except it actually means something. Winning a company-wide award says, “Hey, we’re legit. We do things the right way, and people recognize us for it.”
Use these awards for:
- Attracting new customers who want to work with a proven company
- Boosting your brand reputation for investors, partners, and talent
- Standing out in a crowded industry where everyone claims to be "the best"
Example Awards:
- Best Places to Work
- Most Innovative Company
- Fastest-Growing Business
Product & Service Awards: The Sales Multiplier
People are skeptical. If you tell them your product is amazing, they nod politely while Googling reviews to see if you’re full of it. But when an independent organization says your product is incredible? That’s when they really start paying attention.
Product and service awards provide a third-party stamp of approval. They show potential customers that your offering isn’t just hype—it’s been evaluated, tested, and deemed worthy by people who know what they’re talking about.
Winning one of these can:
- Help close deals faster because prospects see external validation
- Give your marketing team a killer tool for credibility
- Make your sales team’s job way easier (nobody argues with an award-winning product)
Example Awards:
- Best AI Software
- Top Cybersecurity Solution (like the Fortress Cybersecurity Awards)
- Best Customer Service Platform
Individual Awards: The Employee Motivator
Alright, now let’s talk people. Your team is everything. The long nights, the fire drills, the “we need to pivot right now” moments—it’s all them. And if you want to keep great employees, they need to feel appreciated. Enter: individual awards.
Recognizing standout employees with an award isn’t just good for them; it’s smart business. It boosts morale, encourages retention, and makes your company look like a place where talented people want to work. Oh, and if you’re in HR, this is gold for your recruitment efforts.
These awards are great for:
- Giving your employees a moment in the spotlight (hello, LinkedIn bragging rights)
- Showing your industry that you have the best talent
- Attracting other high-performers who want to work somewhere that recognizes success
Example Awards:
- Customer Service Leader of the Year (like the Excellence in Customer Service Awards)
- Marketing Executive of the Year
- Top Innovator in Tech
Which Award Should You Go For?
At the end of the day, picking the right award is all about understanding what you need most. Want to boost your reputation? Go for a company award. Need to drive sales? A product award is your best friend. Trying to keep employees engaged? Individual awards show appreciation in a big way.
Whatever you choose, just make sure it aligns with your business goals. An award isn’t just about recognition—it’s a tool that, when used right, can open doors, build trust, and drive real results. So, take the time to choose wisely, and when you win, don’t just celebrate—use it to fuel your next big move.