PR ON THE GO • May 7, 2025

Which awards can really boost your brand (and which are useless)

We asked our PR and growth experts: Please advise our startups on the benefits of pursuing award recognition to gain broader reach. Please explain how they can distinguish valuable recognition from paid nonsense awards. Include your thoughts on paid submissions to Inc.'s Best in Business awards or Fast Company's brand awards or Forbes lists.

Here is the insight from our experts.

• Go after industry-respected honors
• Look for awards with established media exposure
• Submit for industry-specific awards from established trade organizations
• Earned awards build trust. Paid awards build egos.
• Awards can boost team morale
• Awards need to support the broader brand strategy
• A well-placed award can help you get media coverage
• Quality submissions can be resource-intensive
• Recognition follows real outcomes. Not the other way around.
• Look out for local business awards from your Chamber of Commerce
• Look for awards from trusted media brands
• Awards help amplify what’s already working
• Paid awards can be seen as misrepresentation.
• Regional business journal awards can boost sales
• Credible awards are trust amplifiers
• Focus first on awards specific to your industry or region
• Recognition from a respected award can open doors that cold emails never will
• Certifications and recognitions boost brand credibility and attract talent
• Invest in awards that pass the "Would a journalist care?" test
• Award recognition can give your startup credibility you can’t buy with ads
• Select submissions through the eyes of the customer
• Take the time to write your impact story
• Strategic recognition can lead to high-leverage trust shortcuts
• Genuine recognition creates media attention and speaking possibilities
• Chase editorially selected awards for a lasting digital footprint
• Awards presented in trade publications or at industry events carry weight.
• Seek the value of a competitive selection process and editorial credibility
• Real awards have tough requirements and limited slots
• Research to determine if the award is a good fit
• A meaningful award builds a story of progress

Go after industry-respected honors

Dr Trenice Brinkley, Publicist at Two Queens Media

"Awards can be golden, but not all glitter is gold. The right recognition can amplify your brand, boost credibility, and open doors to media, partnerships, and investor interest. Think, strategic clout.

Industry-respected honors like Inc.’s Best in Business, Fast Company’s Most Innovative, or Forbes lists carry weight because they’re tied to recognized editorial standards, business impact, and innovation, not just a receipt. But here’s the catch: some awards are just vanity plays dressed up in gold foil certificates. If you’re being asked to fork over thousands for a logo and a “congrats” post with no judging process, run. That’s not PR, that’s Pay-to-Play theater.

Now, don’t confuse paid submissions with paid wins. Submitting to legit awards often includes an entry fee, and that’s normal. You’re paying for time-intensive review processes, expert panels, and brand placement opportunities. But you should never have to pay to win. If everyone who pays walks away with a “win,” it’s not a win it’s a receipt.

Bottom line: Go after awards with real editorial oversight, media visibility, and strong brand alignment. And when you win something with teeth? Milk it. Update your bio, drop it in your pitch deck, slap it in your email signature. Let them know you’re not just in business, you’re in award-winning business."

Look for awards with established media exposure

Deepak Shukla, CEO at Pearl Lemon PR

"From the point of view of awards, startups are lured to recognition; however, being strategic should matter. Some awards can certainly gain credibility, media coverage, and customer trust, while others can be nothing more than a pay-to-play affair.

Inc.'s Best in Business and Fast Company Brand Awards immediately come to mind: their prestige stems from a rigorous selection process and award-winning companies with real reputations. With networking opportunities, media attention, and in some cases, enduring brand prestige, they can offer invaluable benefits to winning candidates. Few awards are worthy of this distinction, and successfully applying for one can position you as differentiated in an overly saturated market.

But it's prudent to tread carefully with awards that feel like transactions rather than genuine accomplishments. Most awards, for instance, those with exorbitant fees for submission, do not come with much of anything in return other than a patchy old certificate or a practically useless sticker for your website. They might appeal to you, but most likely they will never provide the exposure and customer trust you are looking for. "

Submit for industry-specific awards from established trade organizations

Jasmine Charbonier, Content Marketing Strategist

"Let me share what I've learned after helping dozens of clients navigate the murky waters of business awards. There's a huge difference between meaningful recognition and vanity awards that just drain your budget.

I'll be straight with you — about 80% of business awards are complete BS. They're basically pay-to-play schemes designed to make money off eager founders. Back in September, I got pitched by one of these "prestigious" awards that wanted $3K just for consideration. Yeah, no thanks.

The awards that actually move the needle for my clients tend to be industry-specific ones that come from established trade organizations. For example, I had a fintech client win an innovation award from a major banking association — that single recognition led to $500K in new business because it gave them instant credibility with enterprise customers.

Now, about those big name awards you mentioned. Fast Company's Innovation by Design awards can be worth it IF (and this is a big if) you're in a design-heavy industry. I've seen it create real buzz for product launches. But their other awards — meh. Not worth the $500+ entry fee.

Inc's Best in Business is tricky. The main benefit is getting that "Inc." name associated with your brand. But here's the thing — they accept so many companies now that it's lost a lot of its prestige. I had a client spend $2K on submissions last year and saw zero tangible results.

Forbes lists are a different animal. Their 30 Under 30 still carries real weight — I've watched it transform early-stage founders into sought-after speakers and thought leaders. But most of their other lists are glorified advertorials.

And here's an insider tip — many of the most impactful awards don't require paid submissions. Organizations like the World Economic Forum's Technology Pioneers or various UN sustainable business awards are invitation-only and carry serious weight."

Earned awards build trust. Paid awards build egos.

Peter Murphy Lewis, Founder at Strategic Pete

"You asked the right question—because in this space, chasing the wrong awards can burn time, budget, and brand credibility faster than a bad product launch.

I’ve seen both sides. As a TV host, founder, and fractional CMO, I’ve worked with CEOs desperate for recognition—and I’ve helped them sift through the noise. I’ve also had clients land spots in Forbes and Fast Company... and I’ve helped others say “no” when the recognition came with too high a price tag and zero strategic upside.

Here’s how I break it down:

Earned awards build trust. Paid awards build egos. Unless that “Best in Business” badge leads to client leads or investor calls, it’s a vanity metric. And trust me, investors and savvy customers can smell “pay-to-play” a mile away.

Real recognition usually follows real impact. When my documentary aired on Amazon Prime, it generated more qualified business inquiries than any press release ever could. Why? Because it told a real story—not a purchased headline.

If it doesn’t ladder up to growth, skip it. I teach startups to vet awards like they would a new hire. Will it bring in revenue? Boost authority? Strengthen partnerships? If the answer is no, walk away."

Awards can boost team morale

George C, Co-Founder & Product Lead at Bifröst Advisory

"This is a very relevant and pressing topic for most startups, especially in niche B2B spaces! Here’s what I’ve learned from helping SaaS companies build their brands for over 10 years:

Awards are like a spotlight: they can highlight your strengths, but they shouldn’t be the whole show. For instance, a "Top Cybersecurity Solution" badge from a respected outlet like Inc. or Fast Company might grab attention during a sales call, but buyers ultimately care about how you’ve solved problems for companies like theirs. Think of awards as one piece of a bigger puzzle that includes case studies, client stories, and results. After all, B2B decisions hinge on trust, not trophies.

That said, some awards do matter more than others. The ones worth pursuing usually have three things in common: First, they’re judged by people who actually understand your industry. Second, they’re recognized by the clients you’re trying to impress (e.g., a niche manufacturing award might mean more to a factory manager than a generic "innovation" list). And third, they don’t feel like a transaction. Paid submissions (like those for Forbes or Inc.) aren’t always red flags - many credible awards charge fees - but ask: "Would our clients respect this? Would it help us start a conversation we actually want to have?"

Don’t overlook the internal upside, either. Awards can boost team morale, especially in B2B where projects often take months (or years!) to deliver. I’ve seen engineering teams light up after winning an award for product reliability, or sales reps use a "Best Workplace" win to attract top talent. It’s a way to celebrate hard work and reinforce the quality your clients already see.

In short: Focus on awards your ideal clients value, then back them up with proof that shows why you earned that recognition. Together, they build a story that sticks."

Awards need to support the broader brand strategy

Kurt Uhlir, CMO at Ethereal Innovations

"Most awards are practically worthless unless you know how to use them. Too many startups chase logos and vanity wins just to feel like they’ve arrived. Great—you made a list. But if you’re not turning that recognition into trust-building content or sales ammunition, it’s just decoration.

It’s never about the award itself. It’s about the narrative you build around it. If you can’t work it into your sales materials, your investor decks, or your customer journey—don’t waste the time.

Paid recognitions like Inc. or Fast Company? They can work. But only if you’re prepared to capitalize on them. That means your marketing team has a clear plan and your leadership understands how the award supports the broader brand strategy.

Without that, you’re throwing money at a spotlight no one’s looking at."

A well-placed award can help you get media coverage

Saj Munir, Founder at Chorlton Fireworks

"Speaking from experience as the CEO of Chorlton Fireworks, I can tell you that award recognition, when it is the right kind, can do wonders for your brand. We are a seasonal business, so timing and perception are everything. A well-placed award has helped us not only get media coverage but also build trust with new customers and even negotiate better terms with suppliers.

Let me be clear though, not all awards are created equal. There is a lot of noise out there. Early on, I made the mistake of chasing shiny logos. Some of these so-called awards turned out to be glorified paid promotions with no real vetting process or industry respect. If the only barrier to winning is swiping your credit card, it is probably not worth your time or money.

We have had better success being selective. For example, we once entered a regional small business award judged by a local chamber of commerce. The process was thorough, and we did not win the first time, but the feedback we received helped us improve our pitch and business story. The next year, we won, and that led to local press coverage right before Bonfire Night. That directly boosted sales and staff morale.

As for things like Inc's Best in Business or Fast Company's Brands That Matter, I would say these are credible, but you need to weigh the cost of entry against your stage of growth. If you are at an early stage, those submission fees might be better spent on customer acquisition. But if you have a strong impact story, being featured in one of these can open serious doors, especially with partners, press, and investors."

Quality submissions can be resource-intensive

Vanessa Sammut, Director & Marketing Strategist at AlwaysOnMarketing

"Awards can be great for credibility, visibility, and team morale, but not all are created equal.

The most valuable accolades come from respected industry bodies with rigorous assessment criteria. For example the Deloitte Tech Fast 50, are grounded in data, like revenue growth and innovation metrics, and judged by industry experts. Recognition like this delivers media mileage and earns the respect of investors and customers.

On the flip side, lists like those from Forbes are a mixed bag. They’re known as pay-to-play marketing channels. They still boost exposure and support brand-building, but startups need to be clear on their goal. Is it to impress customers and investors, or to build brand visibility?

It’s important to understand that no award is truly “free.” Quality submissions can be resource-intensive, especially those that require business data or team interviews. For startups, that time investment needs to be weighed carefully."

Recognition follows real outcomes. Not the other way around.

Alec Loeb, VP of Growth Marketing at EcoATM

"Awards drive third-party credibility. When earned, they validate your work from an outside voice with reach, influence, and trust. For early-stage companies without brand equity, recognition from respected publications builds authority faster than any paid ad. It opens doors to partnerships, PR placements, and top-tier talent who want to align with momentum. But not all awards hold value. Many exist to take your money and sell you a plaque.

Avoid pay-to-play awards with no editorial process. Look at past winners. If every company seems random or there’s no coverage beyond the announcement, move on. Real awards have judges, clear criteria, and a reputation to protect. Paid submissions are fine, but payment shouldn’t guarantee inclusion. Inc.’s Best in Business, Fast Company’s lists, and Forbes roundups charge for submissions. That’s normal. What matters is whether they reject weak entries, publish stories around winners, and if the recognition leads to media pickup or audience growth.

We’ve submitted to these lists. Sometimes we’ve been selected. Sometimes not. When we’ve been included, it’s led to investor calls, retail conversations, and measurable credibility lifts in sales decks and recruiting. But we don’t chase every badge. You don’t need to stack logos. You need the right few from sources your customers and investors already trust. Run award outreach like PR. Know what story you’re telling, tailor your pitch, and treat your entry like an op-ed. Focus on what makes you useful, not flashy. The recognition follows real outcomes. Not the other way around."

Look out for local business awards from your Chamber of Commerce

Clare Jones, Outreach Manager at Custom Neon

"At Custom Neon, we’ve leveraged awards to amplify our brand. Local business awards from our Chamber of Commerce helped us get our brand name out there in the early days, landing us press coverage and connecting us with community clients. These wins helped us establish a solid local foundation as a startup, proving that awards don’t just stroke egos—they drive real growth.

We also get to revel in our retail client's successes. Wins at prestigious, industry-respected events such as the Creative Retail Awards also shine a spotlight on our work, boosting our visibility without us even entering the competition.

Industry-specific, peer-nominated awards, like those in retail design, carry serious clout, signaling expertise to clients and partners. Local council or Chamber awards generate buzz for new businesses, while innovation honors attract investors. However, we’ve learned to skip flashy marketing awards focused on creativity over impact, or dubious pay-to-play schemes that lack credibility.

On paid submissions like Inc.’s Best in Business or Fast Company’s brand awards, we see value if the outlet is reputable and the category aligns with your strengths. For us, a shot at a Forbes list could be worth the hustle for its massive reach, but only if the vetting is legit. Our advice? Startups should bet on awards with transparent processes and real ROI, like those we’ve used to fuel Custom Neon’s growth."

Look for awards from trusted media brands

Katie Breaker, Sales & Marketing Director at BirdieBall Golf

"Winning the right award can give your brand a real boost. It’s not just a logo for your footer. It makes conversations easier with customers, retailers, even the press. At BirdieBall, the first time we landed a serious industry award, we saw a direct lift in sales and inbound interest. Customers trust you more when someone else vouches for you.

It also helps with internal morale. When your small team sees that what they’re doing is being recognized outside your own four walls, it energizes them. You can’t quantify that kind of motivation, but you can definitely feel it.

There are so many awards out there that just want your money. It can get overwhelming. I look for a few things when deciding whether an award is worth our time. First, I check if they clearly publish their criteria and past winners. If it’s just a pay-to-play scheme with no real judging, I move on.

I also look at who’s behind the award. Is it a trusted media brand? Are the judges credible? And most importantly, will anyone outside of my team even care that we won? If the answer is no, it’s probably not worth it.

We’ve submitted to a few of the big ones. Inc.'s Best in Business is one I actually respect. It’s paid, yes, but it’s curated, and they’re transparent. If you’re going to budget for something like that, just make sure your story is solid. These aren’t participation trophies. They want real impact, especially in your category.

But don’t go after them all. Pick the ones that match what your company is proud of. If you’re strong in innovation or social impact, aim for awards that highlight those things. And give yourself enough time to tell a compelling story. Rushing through the submission is a waste of your entry fee.

Don’t let FOMO drive your decisions. I’ve seen founders apply for every award under the sun, hoping something sticks. Instead, ask what will actually help your business grow right now. Do you need credibility with investors? Social proof for customers? Something to motivate the team? Let that guide which awards make sense.

And finally, remember this: real recognition feels earned. If you’re paying a few hundred bucks for a “win” that you can print tomorrow, chances are your customers can smell that too."

Awards help amplify what’s already working

Steve Nixon, Founder at Freejazzlessons.com

"Here’s what I’ve learned about awards. They work when people care about who’s giving them. I remember when Keyboard Magazine ran a feature on me. That didn’t just sit on a shelf. I used it to book more gigs, pitch myself to sponsors, and drive more students to my platform. That press turned into real business. Not because of the logo, but because the readers already knew the source and took it seriously.

The problem is that a lot of startups get caught chasing the wrong kind of awards. There are plenty of fake ones out there that just want your money. If someone emails you saying you’ve been “selected” and then asks for a payment, that’s not an award. That’s a sales pitch. If your audience doesn’t know or care about the organization behind it, it won’t do a thing for you. It might even make you look like you’re trying too hard.

Now, on the paid submissions side, like Inc.'s Best in Business or Fast Company’s awards, they can work. But only if the readers match your market. If your customers or investors actually read those lists, it’s worth considering. Just don’t expect miracles. Winning one won’t suddenly flood you with attention. It might give you something solid to reference in future conversations. But only if you already have something strong going.

My advice is to treat awards like you would any tool. They don’t make the work better. They just help amplify what’s already working. If you’ve done something meaningful, and you want more eyes on it, then sure, look at awards that carry weight in your industry. Just don’t pay for fluff."

Paid awards can be seen as misrepresentation.

Marcus Denning, Senior Lawyer at MK Law

"From a legal and reputational standpoint, awards can create more trouble than they solve, especially for startups unaware of disclosure rules. I've reviewed agreements where founders touted Forbes Top Startup status, only to be flagged by investors who uncovered it was a paid content listing. Misrepresentation, even unintentional, can undermine investor confidence and, in extreme cases, violate SEC guidelines on public statements.

I advise clients to pursue awards that include transparent judging, industry vetting, and peer-reviewed scoring. Inc., FastCo, and Forbes each offer legitimate honors, but the nuance is in the fine print. Some programs are editorial. Others are content marketing. Know which is which. You must disclose paid honors clearly, especially in fundraising decks or press releases.

My tip to founders? Create an internal awards policy. Make someone responsible for vetting legitimacy, archiving terms, and reviewing how awards are presented publicly. You’d be surprised how quickly award-winning turns into a credibility loss when the source doesn’t hold up.

Awards can add real value, but only when earned, not bought. And certainly not fabricated by omission."

Regional business journal awards can boost sales

Bennett Barrier, CEO at DFW Turf Solutions

"I used to think awards were fluff, until we got listed as a “Top Green Landscaping Brand in Texas” by a regional business journal. That one shoutout got us three school district contracts and a call from a sports turf supplier. It worked because the outlet was respected and local. Since then, I’ve learned the difference between awards that sell and awards that just decorate your footer.

You can smell a pay-to-play award by how fast they send the invoice. Real awards ask for documentation, sometimes a nomination. They don’t guarantee exposure before evaluation. We’ve turned down a few where the price tag was high and the honor sounded like it came from a basement.

I don’t mind paying application fees if they go toward judging or nonprofit causes. But I won’t pay to win. If you’re a startup, look for awards tied to trade groups, respected media, or customer-voted platforms. Not “Best of AI 2025” from a brand you’ve never heard of.

My filter: if I wouldn’t include it in my client’s bid deck, I won’t pursue it. Period."

Credible awards are trust amplifiers

Jayant Surana, Marketing Manager at Everyday Delta

"We’ve submitted for a few industry awards over the past three years, mostly in wellness innovation and packaging compliance. Here’s the thing, awards don’t move the needle directly. What they do is get you in rooms or inboxes you weren’t in before. They’re trust amplifiers. But only if the award carries real credibility with your buyers or partners. Otherwise, it’s just decoration.

We ran a test where we listed a Top CBD Brand badge on one landing page (legit) and a Product Innovation Winner badge from a small paid review site (less legit) on another. The legit badge boosted engagement by 19%. The paid one? Flat. That was our internal proof: buyers do sniff out fluff.

I don’t mind paying submission fees, but I treat them like trade show fees. You’re paying for the review process, not the outcome. And if the review is a joke, we pull the plug. We now vet awards using a checklist: clear judging criteria, named jury, brand alignment, and whether previous winners are brands we respect. My tip? If you wouldn’t brag about the award at an investor meeting or to your mom, don’t apply."

Focus first on awards specific to your industry or region

John Talasi, CEO & Founder at Financer.com

"Some have real value, others are just pieces of paper. The valuable ones come from organizations with strong reputations in your industry and rigorous selection processes.

For distinguishing valuable awards from paid nonsense, look at three things: who's giving it, who's received it previously, and what the selection process involves. If past winners are respected companies and the judging panel includes industry professionals rather than just the organization's staff, that's a good sign.

Regarding specific awards like Inc.'s Best in Business or Fast Company's brand awards; these are generally worthwhile investments if you have a good story. The submission fees (typically $200-500) are reasonable considering the potential exposure to their audiences.

Forbes lists vary widely in value. Some are merit-based and highly selective, while others have become more commercialized. Before applying, research the specific list's reputation within your industry.

For startups that don't have a lot of resources, I recommend focusing first on awards specific to your industry or region that don't require fees. As you grow, selectively invest in applications for more prestigious recognitions."

Recognition from a respected award can open doors that cold emails never will

Saddat Abid, CEO at Press Flux

"Awards can do wonders for a startup's reputation and reach. When you win or even get shortlisted, it's like a third-party stamp of approval-suddenly, people who might never have heard of you are paying attention. I've seen companies grow their sales by nearly 40% and operating income by over 60% after winning awards, which is pretty remarkable for something that often starts with a simple application. It's not just about the trophy either; awards can help attract talent, boost morale, and make your business more appealing to investors and partners.

Recognition from a respected award can open doors that cold emails never will. It's a conversation starter and a trust builder all in one.

That said, not all awards are created equal. There's a whole industry of "pay-to-play" awards that will hand you a shiny plaque for a fee, no real competition involved. If you get an email saying you've won something you never applied for, or if every entrant seems to be a winner, that's a big red flag. Proper awards have clear judging criteria, named judges with genuine credentials, and a track record of respected past winners. If you can't find out who's judging or what the process is, it's probably not worth your time or money.

On the topic of paid submissions-like Inc.'s Best in Business or Fast Company's brand awards-there's a balance. Many reputable awards do charge a fee to cover admin and judging costs, but it should feel reasonable, not like you're buying your way onto a list. Forbes, Inc., and Fast Company have built strong brands, so being recognised by them can be valuable, but it's important to check if the process is transparent and competitive. If you're just paying for a logo or a marketing package, that's not real recognition.

My advice: focus on awards that are well-known in your industry or region, have a fair and transparent process, and are recognised by your customers or peers. If you're proud to tell your story and stand up to scrutiny, those are the awards worth chasing. And don't underestimate the power of even being shortlisted-sometimes, that's all you need to get noticed."

Certifications and recognitions boost brand credibility and attract talent

Bill Randag, President at DATAMARK, INC.

"Just last year, DATAMARK was awarded the Great Place to Work Certification along with a range of other recognitions.

This has helped us boost brand credibility and attract some of the brightest minds in the BPO industry. It’s given us the social proof and reach necessary for media attention and has helped us refine our brand reputation.

As a rule, it’s important to look at who judges the reward, past winners, and media coverage. Typically, reputable awards have transparent criteria, recognized media partners, and selective lists. If the recognition isn’t backed by a credible organization but asks for a submission fee, that’s a big sign it isn’t credible.

At the same time, it doesn’t mean paid submissions aren’t worth it. Both Fast Company and Forbes are reputable platforms, and paying to enter isn’t the same as paying to win."

Invest in awards that pass the "Would a journalist care?" test

Keith Kakadia, CEO at Sociallyin

"Are awards worth it in 2025? Not all awards are created equal. The most valuable awards are those that offer earned media potential, third-party validation, and strong backlink authority. Think Fast Company’s Most Innovative Companies, Adweek’s Brand Genius, or Inc.’s Best in Business—these build real brand equity and can lead to press mentions, partnerships, and increased talent attraction.

How to spot the ‘pay-to-play’ trap: If an award requires a hefty “acceptance fee” and offers no clear judging panel or publication value, it’s likely vanity-driven. Ask:

• Does this outlet have journalistic credibility or domain authority?
• Is there editorial oversight?
• Will winning it move the needle for press, SEO, or trust?

Thoughts on paid submissions like Inc. or Fast Company: Submitting to awards like Inc.’s Best in Business or Fast Company’s lists is often worth the investment—not because you’re paying for recognition, but because you’re competing in a vetted process that aligns you with trusted media brands. These aren’t guaranteed wins; they’re paid submissions for real editorial consideration.

If your goal is long-term credibility—not just a logo for your homepage—invest in awards that pass the "Would a journalist care?" test."

Award recognition can give your startup credibility you can’t buy with ads

Matt Little, Founder & Managing Director at Festoon House

"Award recognition can give your startup credibility and visibility you can’t buy with ads. But not all awards are created equal. Some are just pay-to-play schemes dressed up as prestige.

At Festoon House, we’ve been selective. Early on, we won a few local business awards that mattered to our trade customers. Electricians and builders care more about industry-specific validation than flashy magazine lists. One that actually helped was being named a top supplier by a major trade association. That opened doors because it came from peers, not a publisher selling ad space.

Now, about those big-name awards like Inc., Fast Company, or Forbes. Some are legit, but others let companies buy their way onto lists. If you’re considering paid submissions, ask yourself if this actually impresses your customers. A builder won’t care if you’re on a “Top 100 Innovators” list unless it’s from a source they trust.

To spot the difference, look for awards with transparent judging and past winners who have real reputations. Recognition from your target audience is what makes an award valuable. On the other hand, nonsense awards often spam you with “nomination” emails and charge high fees just to apply. Those rarely move the needle with customers.

We skipped the paid glossy magazine lists early on because our clients wouldn’t have cared. But when we won an award voted on by trade professionals, we saw a direct boost in inquiries. That’s the litmus test. If an award doesn’t matter to the people you’re trying to reach, save your time and money."

Select submissions through the eyes of the customer

Todd Stephenson, Co-Founder at Roof Quotes

"Awards can definitely help, but only if they carry weight outside your own bubble. Back when we were scaling PupSocks, the growth brought real attention, and that led to organic recognition. That kind of credibility helped open doors with the press and partners who actually mattered. On the other side, there are tons of awards out there that are basically just overpriced participation trophies. If the people you’re trying to reach don’t know or care about the award, it doesn’t add anything to your business. I always look at it through the customer’s eyes. If it wouldn’t make them trust us more or give them a reason to choose us over someone else, then it’s just noise.

As for things like Inc.'s Best in Business or Fast Company’s brand awards, I’ve submitted to a few of those before, and they can be useful, but only if you’re smart about it. I treat them like any other marketing spend. If we get listed, how are we going to use that exposure? Can it help us get featured in bigger press, land a podcast interview, or be part of a sales pitch that actually wins deals? If the answer is yes, it might be worth the fee. But I’ve never done one of those just for bragging rights. That kind of recognition needs to work for you long after the announcement goes live. Don’t let the award feel bigger than the work you’re doing."

Take the time to write your impact story

Eunice Arauz, Founder at Pets Avenue

"The one award I submitted to last year was a submission with no fee, clear criteria, and a panel of judges that I could look up. It was regional and had a focus on quality of service and contributions to the community. I used real customer metrics and retention data for the application. That one drove two solid B2B leads within a month, and it showed me that recognition matters only when it has landed in front of the right people. I ignore anything that offers a badge, before I take the time to understand my work. If it’s pay-to-list, not pay-to-compete, it’s a no.

I also have many award programs where the submission reads like filler content, interspersed with a purchase form. That is the filter. If I take the time to write my impact story, with careful consideration, and put effort into it, I continue.. If I am simply checking boxes with no effort, then I am out. I consider Inc.'s Best in Business, a writing exercise.

Even when you're just not listed, it still makes you audit what's working. That's the evidence of value. It isn't about the volume of logos. It's about finding the right thing and leveraging it as a reference. If I can have one award that creates true visibility, that's more impactful than five awards that are relegated to a footer that's ignored."

Strategic recognition can lead to high-leverage trust shortcuts

Zazie Productions

"I've scaled over 30 personal brands and bootstrapped products into six-figure ARR using asymmetric visibility strategies—awards included. And I’ll be honest: most awards are cargo cult PR with a 0% signal-to-opportunity ratio.

Here’s what actually worked for our clients:

• Stripe Atlas Showcase (2021–22 cohort):
We had a founder featured here with under 1,000 users. Within 48 hours of publication, she got: 4 angel intros, a speaking invite from a fintech podcast, and—most surprising—a feature in the Interledger Foundation newsletter, which drove 11.7K hits and over 400 trials. It’s not even an award—but it signals trust through Stripe’s authority halo. That’s the trick: signal via association beats titles every time.

• Product Hunt “Golden Kitty Awards” (finalist, 2020):
Our internal analytics showed a 34% lift in branded search volume in the 10 days following the nomination. More importantly, it gave our landing page the perfect CTA hook: “Nominated for Best Creator Tool of the Year.” Conversions from cold traffic improved 19%. Entry was free. ROI was real.

• TinySeed Fellowship (non-monetary recognition):
A client included this on their pricing deck footer. That single line helped close 3 B2B enterprise customers who later told us: “We just felt like you were vetted.” Again—not a flashy award. But the psychology of curated acceptance by operators is underrated.

Now, the duds:

• Forbes Next 1000 (paid nom):
One client bought their way in—$295 for application and processing. The badge looked nice on a LinkedIn post, but that post got fewer impressions than their average newsletter. Zero press pickup. No SERP benefit. In fact, Google indexed the FAQ page about how to apply, but not their profile. Our internal doc now tags this award as credibility theatre.

• Inc. Best in Business (2022):
Another client spent weeks rewriting copy for submission. They “won” in the Community Impact category—but weren’t even linked from the main editorial piece. We tracked performance: +12 site hits over 30 days. Time + effort = loss.

How we now filter awards:

1. No backlinks = no brand lift. Check if past winners’ names are indexed outside the award’s own subdomain.
2. If the application feels like grant-writing, it’s designed to extract unpaid labor.
3. If the only visible ROI is a badge graphic, run. You can make your own in Canva.

Awards aren’t magic. But when framed as strategic signal injection—not ego metrics—they can become high-leverage trust shortcuts."

Genuine recognition creates media attention and speaking possibilities

Spencer Romenco, Chief Growth Strategist at Growth Spurt

"For me, a genuine award becomes worthwhile when recipients receive it from individuals who have established extraordinary achievements. My former employer received recognition from the founders of Buzzfeed and Vimeo who served as judges. The recognition combined with new business opportunities because of it. At times I received payments from clients who bought exposure awards despite the fact they only received an easily downloadable logo.

Also, I review multiple factors before submitting the submission including the group giving it out and their achievements and the advantages previous winners received from it. I consider the award unworthy when determining the recipient or payment process proves challenging or resembles a cash grab. A genuine recognition through an award should demonstrate actual appreciation for your work rather than relying on purchases for its achievement.

When evaluating an award it helps to understand its position within your complete work. Winning a genuine recognition creates media attention in addition to granting potential and speaking possibilities."

Chase editorially selected awards for a lasting digital footprint

Sean Clancy, Managing Director at SEO Gold Coast

"Awards can make your brand more visible, but only if they’re real. What matters to search engines and people is how others talk about you. If your award win earns press or gets backlinks from respected outlets, that can bump your visibility in a way paid placements never will. I usually advise clients to chase awards that come from peer review or editorial selection because those stand out in Google News and have a lasting digital footprint.

I’ve seen businesses sink money into awards that don’t show up in search or drive any leads. Before submitting to Inc. or Fast Company, check how past winners were announced and if the coverage went beyond a backlink. If it’s just a static badge for your site, skip it. Real PR is earned, not bought. That’s the difference."

Awards presented in trade publications or at industry events carry weight.

Allan Hou, Sales Director at TSL Australia

"I’ve spent over 20 years navigating the freight and logistics world. I know how recognition opens doors, especially in global markets where credibility must be earned before deals even start.

In international trade, buyers don’t care about how shiny your award is unless it’s from an authority they know or trust. I tell startups to look at how a potential award is regarded in their export markets. If a distributor in Singapore or the US has never heard of it, it won’t help your pitch. A real test is whether your award gets mentioned in trade publications or featured in industry events. That’s where it adds weight.

I don’t think paying for Inc. or Forbes awards is wrong, but it depends on your goal. If you’re hoping for inbound leads, test if previous winners got visibility. Ask them. We did that once before committing and found most didn’t get any spike in inquiries. It saved us thousands and kept our marketing honest."

Seek the value of a competitive selection process and editorial credibility

Mimi Nguyen, Founder at Cafely

"Awards, when they're credible, can be an underrated growth lever for startups. Recognition from respected outlets doesn’t just look good on your website; it creates third-party validation that builds trust with customers, investors, and potential hires.

One key way I advise startups to filter the meaningful from the fluff is by asking two things: Will this award build trust with my customers or industry peers? And is there editorial oversight or merit-based judging involved? If the answer to both is no, it’s probably a vanity award.

Take Inc.'s Best in Business or Fast Company’s Most Innovative Companies. While they do have submission fees, those are essentially administrative. The real value lies in their competitive selection process and editorial credibility. You’re not buying a title - - you’re competing for one. On the flip side, if an award guarantees a win once you pay, skip it. It dilutes your brand’s authenticity."

Real awards have tough requirements and limited slots

Vaibhav Kakkar, CEO at Digital Web Solutions

"A strong award win makes your positioning feel inevitable. It gives the market permission to trust you faster. Especially for first-time founders, this trust builds access. You move from pitching to being sought out instead. Inc. and Fast Company have wide industry credibility today. They help startups leapfrog traditional brand-building timelines significantly.

We never chase awards unless they offer meaningful signals. Real awards have tough requirements and limited slots. If everyone gets a trophy, nobody values the trophy. Paid submissions are fine if judging is untouched. Forbes lists can be meaningful when tied to merit. Reputation matters more than the plaque every time."

Research to determine if the award is a good fit

Jeff Rusack, Media Relations Manager at KNB Communications

"Make sure to research that the award is as close to perfect as possible for your startup. If you feel like a great candidate for the award that requires a submission fee, like Forbes or Inc., the gamble of paying for that submission is worth it. If you win, the reach is more than 100X the price of the submission. If you're not selected, you have the copy ready for the next award."

A meaningful award builds a story of progress

Jason Hennessey, CEO at Hennessey Digital

"Winning a meaningful award reframes how others see you. It builds a story of progress and potential together. That story fuels outreach, hiring, and even pricing confidence. Recognition from Inc., Fast Company, etc, can be used as door openers. Their editorial team curates with care and integrity. It’s more than a logo, it’s a narrative boost.

We tell startups to ask three questions always. Is this award respected within our industry peers? Do I see it referenced in serious media often? Would I be proud to include it on investor slides? If yes, it’s worth the entry fee. If not, save your energy for real stages."

#PRontheGO