With so many foods and products claiming to be healthy for us and our planet, it’s only natural that your customers are starting to look for familiar symbols that they can trust, like a Canada Organic or The Non-GMO Project logo. It helps people feel safe about what they’re buying – knowing that it is third-party certified.
Applying for and receiving third-party certification for your products tells your customers that an unbiased, accredited organization has verified your product claims. Certifications can tell your customers a lot about you, and help establish trust. When you clearly label your products, we all benefit from the ability to make truly informed decisions. And, once you are certified, there’s a lot you can do to make sure you benefit too:
Put it on your label. When customers pick up your product off the shelf, make sure your certifications are visible. It helps set you apart from competing brands in the store, and can justify a higher price point that you may need to charge to offset the price of your quality product and process.
Put it on your website. When you’re trying a new product, how often do you check it out online before making your decision? The internet is where we turn for information, and your website is an ideal space to proudly display your certifications, while online visitors are making their purchase decisions.
Write about it. Receiving a certification is worth writing about! Tell your story on your blog. Use the opportunity to explain why it was important to you to get officially certified, and what the certification says about your products.
Hang it in your office. Visitors to our office will have seen that we proudly display our B Corporation plaque above Lisa’s desk (did you know we are a founding Canadian B Corp?). We are proud to be recognized as a business striving to make the world a better place.
Write a press release. Are you the first in your industry to receive a certain certification? That might be newsworthy! A press release is a way to get your story out so that others can re-tell it. Be sure to include your contact information, and high resolution photos that news outlets and blogs can use.
Support others with the same certification. You’re probably getting a certification in something that you believe in. If your product is organic, fair trade, or cruelty-free, do your part to support other companies who share the same values as you.
Stick to it. Don’t lose sight of why you got your certification in the first place. One day, it may be tempting to compromise on your values. Don’t. Know that you are part of making the world a better place, and that your certification means something to all of us.
Remember that by getting certified, you are contributing to a better informed world! You are helping people make choices about the foods that they eat, and you are banding together with companies that share your values. Be proud to share and present your certifications – your values are what makes you, you.
This post is a resource from The Borden Workbook, our comprehensive guide to help entrepreneurs organize and grow their small businesses. The Borden Workbook is used in conjunction with consultation with Borden Communications, or as an organized guide you can used on your own to launch, develop, and nurture your small business (starting now!). We take pride in creating a clear and humble approach to good business tactics that everyone can understand and execute.