"Award-Winning" claims: Why proof matters in marketing

We've all seen brands boast about their "award-winning" products or being an "award-winning" company. But what does that really mean? Is it just a marketing buzzword or is there real substance behind the claim?

In today’s competitive landscape, simply saying you’re “award-winning” isn’t enough. Customers are more informed than ever and demand transparency. Without proof, these claims can fall flat, and worse, hurt credibility. Here's why companies need to back up their "award-winning" titles with facts:

Build trust, don’t break it

Consumers are skeptical by nature, and for good reason. According to a 2023 Edelman Trust Barometer, 67% of consumers say they rely on trust when deciding which brands to buy from. With so many businesses making bold claims, customers need to know they can trust yours. By providing clear information about what award was won, from which organization, and when, brands show they are proud of their achievements — and honest about them.

Awards vary in value

Not all awards are created equal. Some carry significant weight, like industry-recognized accolades, while others might be less well-known. A HubSpot survey found that 65% of consumers feel more confident about purchasing from a brand that has received industry-specific awards. Explaining the relevance of the award can make all the difference. Did your product win a prestigious innovation award? Highlight the details! Customers deserve to know why the award matters.

Transparency avoids misleading claims

Vague marketing language can mislead and confuse customers. If a company doesn’t specify which award it won or when, it could lead to skepticism or even regulatory issues. In fact, 44% of consumers have stopped purchasing from a brand because they felt misled by advertising, according to a study by Label Insight. Proving your claim is essential for maintaining compliance with advertising standards and protecting your brand from backlash.

Storytelling sells

Backing up your “award-winning” claims with a story is powerful. Research by Headstream shows that 55% of consumers are more likely to purchase from a brand if they love its story. Share the journey of how your company or product earned the recognition. What challenges did you overcome? Why was this award so meaningful? A compelling narrative not only proves the win but connects with consumers on a deeper level.

Leverage credibility for more business

Awards are not just for bragging rights—they’re credibility builders. Showcasing a verifiable award can turn potential customers into buyers, build partnerships, and attract investors. According to Nielsen, 92% of consumers trust recommendations from third-party sources, such as industry awards, over traditional advertising. Your audience is more likely to engage when they see proven achievements rather than hollow claims.

In a world where trust is everything, "award-winning" should mean more than a buzzword. It should represent true excellence backed by proof. Next time your company shares its accolades, go the extra mile. Name the award, tell the story, and prove it to your audience.

Your transparency will be rewarded with trust, loyalty, and long-term success.