Why winning awards should be on your radar

Let's be honest: if you run a small business in London, you're probably not sitting around twiddling your thumbs. Between juggling operations, growing your customer base and keeping an eye on the books, applying for business awards might feel like a luxury – something ‘nice to have’ but not quite worth the time. 

Here's the thing: winning (or even being shortlisted for) a business award can be a real game-changer for a business like yours. We're talking about recognition that opens doors – to funding, new customers, partnerships and credibility you can't buy. 

This blog takes you through why business awards should interest you, how to choose the right ones and how to approach the application process with ease. Plus, we shine a spotlight on one of the most prestigious opportunities out there for UK businesses: The King's Awards for Enterprise. 

Why bother with business awards? 

Before we get into the how let's talk about the why. Here's what's in it for you: 

• Credibility: an award (or even a shortlist mention) sends a strong signal to customers, investors and partners that you're doing something exceptional. It's third-party validation – and that goes a long way. 

• Visibility: many awards come with press coverage, social media buzz and a chance to get your brand in front of new audiences – without paying for ads. 

• Funding and opportunities: some awards offer grants, mentorship or access to investment networks. Others act as a door-opener to industry events or government support. 

• Team morale: recognition isn't just for your logo and LinkedIn profile. It shows your team their hard work is being noticed – and that can be a powerful motivator. 

How to pick the right awards (without getting overwhelmed) 

The world of awards can be a bit of a maze – there are hundreds out there. So how do you choose? 

Start local 

Some of the most accessible awards for London SMEs come from local chambers of commerce and borough councils. These tend to be less crowded, often have categories tailored for small businesses and can offer strong opportunities for networking. 

Look into: 

• Your borough council's business awards (for example, Camden Business Awards, Southwark Business Excellence Awards). Check if your borough has a business newsletter you can subscribe to.

• Your local chamber of commerce. 

• London-specific awards like the Greater London Business Awards or SME London Business Awards. 

Go industry-specific 

If you're in tech, fashion, hospitality, food and drink – whatever your niche – there's likely a national or regional award that focuses on your field. These can help raise your profile in front of the right audience. 

Consider values-based awards 

Awards that recognise diversity, sustainability or innovation are great for businesses doing purposeful work. These categories are growing and they resonate well with today's customers and investors. 

Know what judges are looking for 

Here's where many applications fall flat: they describe what a business does but not the impact it's had. 

To stand out, tailor your application to show how your business fits with the award's values – be that growth, community impact, innovation or resilience. Ask yourself: 

• What problems has my business solved for its customers or community? 

• What results can we show – revenue growth, job creation, customer satisfaction? 

• How are we doing things differently from others in our space? 

It's all about telling your story in a way that makes the impact feel real. 

Writing a winning entry 

When it comes to the application itself, always keep it simple. Judges often read dozens (or hundreds) of entries – so make it easy for them to see why yours matters. 

A few tips: 

• Answer the actual question: it sounds obvious but many people go off course. Stick closely to what's being asked. 

• Use plain language: avoid jargon, acronyms and ‘fluff’. If you must use industry terms, explain them clearly. 

• Back up your claims: if you've grown 50% in a year, say so. If a customer raved about your service, include their testimonial. 

• Be human: share your journey, challenges and triumphs. People connect with stories – not pitch decks. 

Stay on top of the admin 

Awards tend to follow a similar pattern: application, shortlisting, interviews or site visits and the awards ceremony itself. 

To keep everything organised: 

• Create a calendar of deadlines for awards you're interested in. 

• Assign responsibilities – who's writing, who's reviewing? 

• Prep for interviews: if shortlisted, you might be asked to present or meet with judges. Be ready to speak passionately about your business in five to 10 minutes. 

Celebrate loudly 

If you're shortlisted or win, don't be shy – this is your moment. 

• Add the award badge to your website. 

• Post about it on LinkedIn, X (formerly Twitter), Instagram or wherever your customers are. 

• Write a short press release for local media or trade publications. 

• Celebrate with your team – publicly and privately. 

Success builds success and recognition creates momentum. 

Spotlight: the King's Awards for Enterprise 

One of the UK's most prestigious honours for businesses, the King's Awards for Enterprise recognises outstanding achievement in areas such as innovation, international trade, sustainable development and promoting opportunity through social mobility. 

For London SMEs, this is a golden opportunity to position your business on a national and even global stage. Winners are invited to a royal reception, can fly the King's Awards emblem for five years and often attract new partnerships and investment. 

Applications usually open in May and close in September, with winners announced the following spring. The process is detailed – but well worth it.  

Final thoughts 

If you've never applied for an award before, now's the time to start. Pick one or two that feel right for your business, carve out some time and give it a go. Even if you don't win, the process of reflecting on your growth and achievements can be valuable in itself. 

And if you do win? The exposure, validation and opportunities that follow might just be the push your business needs to level up. So, go on – get that recognition you deserve. 

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