Love them or loathe them, awards are a powerful marketing tool for any business willing to put themselves forward. As a small business owner myself, I’ve experienced firsthand how entering (and winning) awards helped build not only two strong business brands but also elevated my personal brand in the process.

I ran a boutique branding studio for 22 years, and during that time we won over 20 awards. That’s not a humblebrag – it’s a testament to the strength of a clear, consistent marketing strategy that boosted our exposure, positioning and credibility.

From small business accolades to innovation and design awards, each one reinforced our brand story. We were proud to be known not just as a multi award-winning studio, but also as the only one in Western Sydney to win four Sydney Design Awards – a powerful positioning statement when attracting new clients.

My other business, The Creative Fringe, has also stacked up its own honours: innovation awards, staff awards, and recognition in the Top 100 Coolest Companies. Add to that a few personal wins – two Penrith Business Person of the Year awards and being named Mulgoa Woman of the Year – and you can see just how strategic award entries can shape a brand’s public perception.

So how do you actually use awards to your advantage – even if you don’t win?

Here are 10 practical ways to leverage awards for your brand:

1. Treat awards as a marketing opportunity

First and foremost, awards are marketing. Don’t take them too personally. Think of them as a campaign – budget time, resources, and energy as you would any promotion. Submissions always take longer than expected, so start early, give yourself room to refine your answers, and always get another set of eyes on it.

2. You’ve got to be in it to win it

You can’t win if you don’t enter. Start small with local or community awards to build confidence. When writing your submission, don’t hold back – this is your moment to shine. Highlight the little things that make you different, even if they feel like “just what you do”.

3. Ask for votes

If voting is involved, spread the word. Use your socials, email newsletters and networking groups to encourage people to vote. It may feel awkward, but it’s a great excuse to remind people of your work and invite them to be part of your journey.

4. Finalist? Flaunt it!

Being named a finalist is still a big deal – shout it from the rooftops. Share the news on social media, in your newsletter and with your local press. Use phrases like “gala dinner” or “awards night” to add weight. Any engagement you generate helps boost brand awareness.

5. Build buzz before the event

On awards night, start the story early. Post photos of yourself or your team getting glammed up. Wish yourself luck and invite your audience to follow along. These pre-event moments create connection and anticipation.

6. Celebrate others

Did someone else take out the win? Celebrate them. Tag fellow nominees or winners and share their success. It expands your reach, builds goodwill, and shows you’re connected to a thriving community. Remember, being associated with winners still boosts your brand.

7. If You Win – Go Big

If you’re lucky enough to win, it’s all systems go. Post widely and vary your content across channels. Candid, joyful shots often outperform the official photos, so share the real emotion of the night. Don’t forget the hashtags – they’ll help others find and share your win.

8. Maximise the momentum the next day

The day after your win is prime time to activate:

• Press release: Include award name, competition highlights, what it means to you and a strong quote. Make it easy for local media to run the story.

• Winners’ badge: Add it to your website and email signature.

• Special offer: Create a celebratory promo tied to the win – this gives people a reason to engage.

• Celebrate properly: Team lunch, bubbles with your family, or a solo reward – mark the moment.

• Use your bragging rights: “Award-winning business” has impact. If you’ve won more than your competitors, say it. Position yourself as “the most awarded [your category] in [your area]”.

9. Turn it into content

Write a blog (like this one). You’ve already taken the photos, shared the updates – now bring it all together in a longer format. Recap the experience, thank your peers and reflect on what the journey meant for you and your business. Share your blog widely and link back to your site.

10. Repurpose across the year

Don’t let the win fade. Use your award win or finalist status across multiple touchpoints throughout the year:

• Mention it in your email newsletter footer

• Include it in proposals and client onboarding packs

• Add it to your social media bios or LinkedIn headline

• Drop it into pitches or presentations as a credibility builder

• Reflect it visually in updated brand assets

You’re not just a one-time winner – you’re building a reputation. So use that recognition to reinforce your brand positioning consistently.

Whether you’re flying solo or running a growing team, entering awards is a smart move to position your brand, elevate your credibility, and set yourself apart from competitors.

And if you win? Even better. Just remember – it’s not personal, it’s all marketing.