As an awards submission agency, we’ve seen first-hand the transformative power of winning the right awards. Done well, business awards elevate your brand, reinforce your credibility, and celebrate the hard work and impact of your team. But with a growing number of awards programs available—many of varying calibre—the most strategic decision a business can make is not just which awards to enter, but which to decline.
In the same way you wouldn’t jump at every media opportunity, not every award is worth your time or investment. And in fact, knowing when to say “no” can often do more to protect your brand than a dozen ill-fitting accolades ever could.
This isn’t about gatekeeping or snobbery. It’s about intentionality. The best awards strategies are built on alignment, discernment, and a commitment to long-term impact.
1. The importance of selective participation
Protecting your brand integrity
Your brand is your most valuable asset. If an award lacks credibility, integrity, or meaningful reach, being associated with it may do more harm than good. Awards signal your values—what you choose to be aligned with speaks volumes about what you stand for.
Optimising resource allocation
Submissions take time, energy and often money. A scattergun approach to awards quickly becomes a resource drain. By being selective, you free up capacity to focus on opportunities that are more likely to yield real, reputational return.
Maintaining credibility
If you’re consistently winning awards no one has heard of—or worse, that are known for being easy to win—it can undermine your more impressive achievements. Being selective preserves the weight of your wins. Less can truly be more.
Focusing on what matters
Your time is best spent pursuing recognition that’s in service of your bigger picture: market leadership, industry influence, innovation, sustainability, social impact, growth. Say ‘no’ to what doesn’t serve that.
2. Recognising awards that don’t align
Lack of Transparency
- Unclear judging criteria: If you can’t clearly identify what you’re being judged on, or who is doing the judging, proceed with caution. Strong awards are transparent about both.
- Hidden or excessive fees: Entry fees are standard, but costs should be upfront and proportionate. If winning appears to hinge on expensive gala tickets, advertising bundles, or “premium” packages, it may not be above board.
- Anonymous or unqualified judges: Reputable awards proudly disclose their judging panels. If the judges are vague, anonymous, or appear disconnected from the industry, question the rigour of the process.
Questionable Benefits
- Industry mismatch: Just because an award is prestigious doesn’t mean it’s relevant. Recognition should mean something to your audience, your peers, and your team.
- Vague promises of “exposure”: If the benefits can’t be clearly demonstrated—past winners you recognise, press coverage with reach, credible networking—it may not be worth it.
- No tangible ROI: Ask yourself: Will this award meaningfully contribute to our growth, positioning, or internal culture? If the answer is “not really,” it’s okay to pass.
- “Pay-to-Play” models: While many awards offer sponsorship and advertising options, there’s a difference between optional visibility opportunities and a structure where only paying entrants win.
3. Our role: Guiding strategic choices
Due diligence, done for you
We research every awards program we recommend—its judging process, past winners, history, values, and credibility. We’ve seen behind the curtain and we only back awards that meet our standards.
Value-based matching
We don’t just match you with awards based on your industry. We look at your story, your achievements, and your values. Then we help identify the opportunities that best reflect what makes you great.
ROI-driven strategy
We’re not here to chase trophies. We’re here to support your bigger picture. That means helping you assess which awards are worth it and which are worth skipping—based on real business outcomes, not vanity metrics.
Educating and empowering you
It’s easy to be overwhelmed by the sheer number of awards out there. Our job is to bring clarity, so you can approach awards strategically, confidently, and with integrity.
The long game
Recognition isn’t built overnight. It’s built over time—through consistency, quality, and focus. A few well-earned awards from the right programs will always carry more weight than a long list of questionable wins.
When you win, make it count
In the awards world, discernment is everything. Build your ‘award-winning’ status on a foundation of meaning, alignment, and substance. Knowing when to say ‘no’ isn’t about missed opportunities—it’s about protecting your brand and investing in the right ones.
At Green Door Co, we help businesses navigate the awards landscape with clarity and confidence. If you’re not sure which awards are worth your time—or which ones to steer clear of—we can help. Because when you win, it should really mean something.
Ready to be more strategic about your awards? Let’s talk.
