When Awards Hurt The Credibility Of Your Business

Every business likes to boast of their awards and achievements. They should, it's a good credibility-booster. It can also be a great PR vehicle.

But awards can grow stale and when they do it's time to put them away forever.

I recently upgraded my life insurance policy and was instructed to visit a Port-O-Medic facility for my physical check-up. (Interesting that their name suggests a mobile service yet I had to go to them.)

After I checked in I sat in the lobby browsing through a 2001 edition of Family Circle waiting to be called in by the nurse. I looked up and noticed a prominently displayed arrangement of award plaques on the wall. As I am always interested in businesses that succeed, I got up and walked over to take a look. They all had a reference to, "Outstanding Branch of the Year". I was mildly impressed.

But then I noticed the date of the awards: 1992. That's was 15 years ago!

Immediately, I wondered what's taken them so long to repeat that accomplishment. I had to wonder what the heck was going on in that branch. It got me a little nervous about what I would find behind the door. That stale award had an instantly negative impact on my view of their business.

So, go ahead and brag about your business accomplishments. But take a look at the dates. If your only accomplishments worth bragging about date back more than a couple years or so I suggest you to two things: First, stop bragging about them and put the plaques and certificates in storage, because now it's old news. Second, go do something worth bragging about again. It's about time.

Comments

[Frank Ross]

That is a great point and a terrific example. How frightening in a medical setting! I do see that a lot in auto repair shops now that I think of it - old awards probably no longer relevant. Great post.