OK, so now you are certified. Woohoo. The band has left, the nibbles have been nibbled and the whole boardroom is festooned with your chosen certification body’s logo. Some of these logos / brands are very popular and well recognised, some are not.
So unless you are selling your product / service based solely on the recognition factor of your certification service provider (and I hope you are not), then why bother promoting them without the commensurate royalty or advertising fees. In retail, cataloguing and shelf space is a very expensive exercise, so why aren’t you charging for their right to use your space to promote their business? A little bit cynical I know, but worth pondering.
Of course it is good to use as PR and your own brand recognition to be seen as a committed quality provider. But even the most popular of the CB brands is also just a little bit misleading. Is it quality management system endorsement or is it product certification? Who knows, unless you look at the small print. Don’t trade on misconception.
Promote your certification and your CB heavily to those who need to know it most. Where possible, keep it electronic. There is nothing more expensive than having to repaint your warehouse or your 1000 strong truck fleet (Sorry 1st Fleet, your CB wasn’t the cause I hope) with a new logo because your relationship with your current provider has soured. Or even worse, because of such expenses, you are forced to remain with one that adds no value to your company.
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