You already know that ISO certification brings several benefits, but translating this to the market is often a challenge for companies. So, let’s discuss in a simple way how to accomplish this task in 4 easy steps.
1. Talk to the marketing department to promote your ISO Certification
Often the person responsible for implementing the management system feels that promoting ISO certification is their responsibility, but it’s not true, as all promotion activities are the responsibility of the marketing department.
The task of the management system manager is to translate the benefits of ISO certification to marketing in a simple and objective way. Let go of the “ISO jargon”.
Schedule a meeting with the marketing manager and highlight the benefits such as cost reduction, error reduction in the process, increased customer satisfaction, reduced risks of information and data leakage, etc.
2. Map who you want to communicate with
In the previous item, we mentioned some of the various benefits, but not all of them are interesting to everyone, so think: Who do I want to promote the ISO certification to?
Consider which stakeholders are most interested in your certification, e.g.: suppliers, customers, society, partners, employees, etc.
Knowing the audience you want to communicate with makes it easier to choose the language, channel, and message.
3. Select only one benefit
It’s tempting to list all the differentials that ISO certification has brought to your company, but you need to choose only one.
Our brain selects the information it receives, so the more direct the message you want to send to the recipient, the higher the likelihood of storage and noise reduction.
You can select one benefit per audience, e.g.: one message for customers and another for suppliers.
4. Translate your message
Always remember that not everyone knows what ISO certification is, so sometimes you need to translate it into a language that the audience understands, be didactic.
For example:
- Place the ISO/IEC 27001 seal and inform “We have 96 controls to ensure the security of your information.”
- Place the ISO 9001 seal and inform “We focus on customer satisfaction.”
These are the main tips to consider when promoting your certification. We hope we have helped.
