How do awards help an organization’s branding?

Lois Lawson (c) is congratulated by Midwest Regional Director Tom Melius (l) and Deputy Director Charlie Wooley (r).  Service photo.An appealing and highly recognizable brand helps an organization deliver their message as to service and the products they sell. We’re all salespeople – the difference is what and how we deliver. Our success didn’t just come about overnight; we’ve been working at it for a considerable amount of time. We have made connections, used innovative marketing techniques, and best of all, we have delivered what we promised.

Customers want to see what we offer and also how they can identify with us to make the connection to want to use us. That decision can be made in just a few moments. Let us assume we all convey professionalism on our websites, we supply engaging information to attract customers, and our brand is both unique and appealing. There’s  still a lot of stiff competition out there, so what can we do to make us stand out?

Last evening, I was watching a television movie about a young child who, although not overtly disliked by her peers, but more-so  was just invisible to the more popular students  during the ever important “lunch and playground” part of the school day and for weekend social events. For months the young girl felt isolated; that is until the school announced a statewide science fair. The winning school would be awarded a complete chemistry laboratory; quite a coveted prize for any school. Guess who won? Yes, our  young girl with the amazing intelligence was able to create a highly intricate wind generator. After that achievement this brilliant student became  popular. From that day on, she sat at the highly coveted  lunch table and enjoyed weekend activities – even though her parents’ income could never compare to that of her friends, it no longer mattered ( at least in a made for television movie).

In sales and customer service, not every business is going to win a JD Powers Customer Service Award, which is based on responses from consumers and business customers who have used products and services, but relevant awards can add to a brand’s trust factor. In the real estate industry there are coveted awards for volume of sales, but there are also awards and designations for continuing education, environmental issues, as well as company awards for most listings, most sales, and charitable work.

Everyday people can be considered role models, so why not include our accomplishments on websites, business cards, and even email signatures? Everyone wants recognition, and if an “add-on” like an employee award or national award brings repeat business, then isn’t it something anyone of us want to share with our customers, our company, and our peers? It’s truly a great way to elevate you and your company.

photo credit: U.S. Fish and Wildlife Service – Midwest Region