In today's competitive marketplace, organizations are constantly looking for ways to differentiate themselves, build credibility, and demonstrate their expertise. While many companies focus heavily on marketing and brand awareness, business awards can provide independent validation that helps organizations stand out with customers, employees, partners, and investors.
During the second Women|Future Webinar of 2026, Your Competitive Edge: How Earning Business Awards Boosts Recognition, business leaders shared practical advice on using awards strategically—from selecting the right categories and preparing stronger nominations to maximizing the value of recognition after winning.
The Women|Future Webinars are an annual series of free webinars hosted by the Stevie® Awards, designed for women small business owners, executives, entrepreneurs, and anyone interested in starting or growing a business. The final session of the Women|Future Webinar series will take place on August 12, leading up to the 23rd Stevie Awards for Women in Business, which is now accepting nominations.
The second webinar took place on July 15, 2026, and featured the following leaders:
Awards Are More Than Recognition
One of the strongest themes throughout the discussion was that business awards should be viewed as strategic business tools rather than simply marketing achievements.
Heather Marano explained that many organizations underestimate how much awards can contribute to long-term business growth. "Most business owners—especially women—tend to underestimate how competitive their achievements are," she said. "You've got to throw your hat in the ring. More often than not, you're far more competitive than you think."
Rather than focusing solely on the trophy itself, Marano encouraged organizations to consider how awards support broader business objectives such as attracting investors, recruiting top talent, building partnerships, or strengthening customer trust.
"We've had clients get acquired, secure investment, build government partnerships, and attract corporate sponsors through consistent awards recognition," she said. "Awards are really powerful from a return-on-investment perspective."
Tell a Story—Then Back It Up with Evidence
The panelists emphasized that strong award nominations balance compelling storytelling with measurable results. Instead of relying on broad statements such as having an excellent workplace culture or outstanding customer service, applicants should support those claims with evidence.
"If you're going to say you've built an excellent team culture or that you're customer-focused, everyone else is saying something similar," Marano said. "The question is: how can you substantiate it?"
Metrics such as employee retention, customer satisfaction scores, revenue growth, operational improvements, and client testimonials help judges understand the real impact behind an organization's accomplishments.
Marano also recommended maintaining an ongoing record of achievements throughout the year rather than trying to remember accomplishments just before an entry deadline.
Think Like a Judge
Drawing on her experience as both a Stevie Awards winner and judge, Tun Kim Ong shared insight into what judges look for when reviewing nominations.
Because judges often evaluate dozens of entries, clarity is essential. "Use simple language. Be concise. Avoid jargon," Ong said. "If a judge has to reread your paragraph to understand it, you've already made their job harder."
She also noted that simply listing responsibilities or accomplishments is rarely enough: "What makes you stand out is how you articulate your achievements, how you quantify them, and what differentiates you from the other nominations."
Ong encouraged applicants to begin preparing well before the deadline, so they have time to gather supporting evidence and refine their submissions.
Use AI as a Tool, Not a Substitute
Artificial intelligence (AI) also entered the conversation, with panelists agreeing that AI can help organize ideas but should not replace authentic storytelling.
"Use AI for your first draft," Ong advised. "But your final submission needs to be your own."
Marano agreed, noting that judges are increasingly seeing generic AI-generated entries that sound similar to one another. "AI can help organize information," she said, "but you still need to provide the achievements, the evidence, and the authentic voice that make your story unique."
The panelists recommended using AI to brainstorm or structure content while ensuring the final submission accurately reflects the applicant's own accomplishments and writing style.
Winning Is Only the Beginning
Recognition should not mark the end of the process, the speakers said. Organizations can continue building credibility by incorporating award recognition into websites, proposals, email signatures, social media, media outreach, and recruiting efforts.
"People need to know about it," Marano said. "Don't stop once you've won. Amplify it."
For Ong, awards have also created opportunities beyond marketing. "Getting an award is not the final destination," she said. "It's the start of many things."
She said award recognition had opened doors to speaking engagements, mentoring opportunities, and new professional connections while establishing credibility before conversations even begin.
One Final Piece of Advice: Don't Let Self-Doubt Stop You
When asked to share one takeaway for attendees considering entering business awards, the panelists delivered a consistent message: don't let self-doubt stop you from applying.
"Doing great work is no longer enough," Ong said. "You must also be seen, be recognized, and be remembered for your great work."
Santiago echoed that encouragement, reminding attendees that every successful applicant starts by taking the first step.
"If you don't win the first time, you'll still receive valuable feedback," she said. "Take the chance. You'll be glad you did."