Do Business Awards Really Matter?

Business awards are something many business owners think about at some point.

You see the photos on social media, businesses celebrating wins, tables dressed for the evening, trophies being lifted. It can look impressive, and for many businesses it’s a real moment of pride.

But the question I often hear from business owners is a simple one:

Are awards actually worth it?

The truth is, the answer isn’t the same for everyone.

Why some businesses don’t enter awards

A lot of small businesses hesitate when it comes to entering awards. Not because they don’t deserve recognition, but because the process can feel a little daunting.

Time is often the first challenge. Running a business is already demanding, and completing detailed award applications can take longer than people expect.

There is also sometimes a perception that awards are more suited to larger businesses, those creating lots of jobs or experiencing rapid growth.

And then there’s confidence. Many business owners are far more comfortable delivering a great service than talking about how good they are.

Success looks different for every business

One of the things I’ve learned from working with businesses is that success doesn’t always look the same.

Some businesses are focused on growth, expanding teams and scaling quickly. Awards often fit naturally with those kinds of journeys.

But there are also many businesses run by one person or a small team who are simply focused on building something sustainable, supporting their customers and contributing to their community.

That kind of success can be just as meaningful, even if it doesn’t always appear on an awards stage.

When awards can be valuable

That said, awards can absolutely have their place.

They can raise a business’s profile, build credibility and sometimes open doors that might otherwise take longer to reach.

I’ve encouraged some of the businesses I work with to enter awards, particularly when they have a strong story to tell. In one case, a manufacturing business was doing fantastic work locally and I felt an award could help bring attention to what they were achieving.

Even being shortlisted can be powerful. It tells your story and reminds you to reflect on how far you’ve come.

Ask yourself why

If a business owner asks me whether they should enter awards, my first response is usually a question of my own.

Why do you want to enter?

If the goal is recognition, marketing or raising the profile of the business, awards can play a useful role. If the goal is validation, it’s worth remembering that a business doesn’t need a trophy to prove its worth.

Think of awards as a marketing opportunity

Personally, I tend to look at awards through the lens of marketing.

Winning, or even being shortlisted,  gives you something to talk about. It can strengthen your brand and help others understand what you do well.

But like any marketing tool, the real value comes from how you use it.

If you win an award, make sure people know about it. Add it to your website, include it in your email signature and share the news on social media.

Recognition is only valuable if it’s visible.

Not every business needs awards

At the end of the day, awards are just one small part of the business journey.

For some businesses they are a brilliant opportunity. For others, they simply aren’t necessary.

Building a business, serving customers well and staying resilient through the ups and downs of entrepreneurship is an achievement in itself.

And sometimes that quiet success is just as impressive as any trophy.

March 2026 - Angharad Harding