Why awards and recognition should be part of your franchise development strategy

In an increasingly crowded franchise marketplace, standing out is harder than ever. Buyers have more options, brokers are juggling dozens of brands, and candidates are doing more due diligence before they invest

That’s why third-party validation, through awards and recognition, can be one of the most powerful tools in your franchise development strategy.

When used effectively, awards don’t just look good on a website. They provide credibility, open doors with brokers, and even help close deals.

Awards build instant credibility

For most prospects, the first question is simple: “Can I trust this brand?” Recognition from respected industry sources, like Elite Franchise 100, Entrepreneur’s Franchise 500, Franchise Business Review, or the Global Franchise Awards, answers that question before they even speak to your development team. Awards show that your system has been vetted and validated, and they reassure candidates who may be comparing your brand against more established competitors.

Brokers pay attention

Brokers and consultants are always on the lookout for validation points to share with their clients. Awards make their job easier by giving them quick, recognizable talking points that elevate your brand over others in their portfolio. A simple award badge on a one-pager or a broker deck can mean the difference between being introduced to a client or being overlooked.

Awards reinforce your marketing funnel

Third-party recognition isn’t just a top-of-funnel play. It works at every stage of the candidate journey:

Awareness: Award logos on portals and websites catch attention.
Engagement: Press releases, blogs, and social media posts about awards keep your brand visible.
Conversion: Sharing awards in nurture emails, webinars, and discovery days builds trust when it matters most.

Make awards a system, not a surprise

Too often, franchisors treat awards as “nice-to-have” extras. The most successful brands build an annual awards calendar, assigning responsibility for submissions, tracking deadlines, and creating promotion plans for when recognition comes in. By systematizing awards, you maximize both visibility and ROI.

Don’t be afraid to apply

Some franchisors hesitate to pursue awards, especially if they’re an emerging system. But recognition isn’t only for the largest or most prominent brands. Many rankings highlight up-and-coming concepts. For instance, Franchise Business Review regularly recognizes emerging brands through its franchisee satisfaction awards, and Entrepreneur showcases the fastest-growing systems on its annual lists. Even if you don’t place at the top right away, the process of applying helps you benchmark your performance, set goals, and track progress year over year. Awards aren’t just about the accolade; they’re about building discipline around measurement and growth.

The takeaway

Awards and recognition may not generate raw lead volume the way portals or ads do, but they are essential for increasing credibility, broker engagement, and candidate conversions. In today’s market, where trust is everything, awards can be the differentiator that moves your brand from consideration to close.

Liane Caruso

Liane Caruso, owner of HelloCMO, a franchise marketing consultancy where she serves as fractional CMO exclusively for franchise brand; she’s also co-founder of Franchise Assembly, a peer-driven event and education company serving the franchise industry. She also co-leads Let’s Grow! Franchise Growth Assembly, the country’s only franchise growth conference, created exclusively for franchisors. With 20 years of experience, Liane helps brands scale smarter through strategic marketing, leadership alignment, and community-building. She’s passionate about elevating the franchise industry, one connection at a time.