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7 Tips for Using Certification Marks to Promote Quality

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Consumers are becoming increasingly conscious about the quality of the goods and services they invest in. As such, certification marks have become a valuable tool to establish trust and credibility between businesses and their consumers. Certification marks are symbols or logos granted by independent organisations to goods or services that meet specific quality standards. In New Zealand, various industry bodies administer certifications. The use of certification marks is on the rise as businesses strive to differentiate themselves in a competitive market. This article will take you through seven tips for using certification marks to promote your goods or services in New Zealand.

1. Align with Industry Standards          

Businesses need to align their goods or services with industry-specific standards to effectively use certification marks. This is because certification marks are only as valuable as the standards they represent. For example, businesses that meet certain food safety standards can use the ‘QualMark’ certification. 

By meeting these standards, businesses gain the right to display the certification mark and notify consumers that their goods or services meet industry benchmarks.

2. Communicate Transparency

Transparency is critical for building trust with consumers. As such, businesses using certification marks must be transparent about the criteria they have met to obtain and maintain a certain certification. Transparency also helps consumers understand the significance of the certification mark.

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3. Educate Consumers

Certification marks may not always be well-known to consumers. This is particularly the case if they are niche to specific industries. As such, businesses should take a proactive role in educating potential consumers about the significance of the certification marks they display. Such education might happen through various channels, such as via the company website or on the packaging of goods.

4. Regular Audits and Compliance

Businesses must help to maintain the integrity of certification marks. Regular audits and compliance checks are one way to ensure that businesses continue to meet the standards associated with the certification marks they display. Businesses in New Zealand should work closely with the appropriate certifying bodies to undergo such audits. Open communication also helps attest to a bushiness’ dedication to maintaining high-quality standards.

5. Utilise Your Online Platforms

A strong online presence is critical for most businesses. As such, businesses with certification marks should use their online platforms to reach a broader audience, including featuring the certification marks prominently on their websites and social media channels. Displaying the certification mark serves as a constant reminder to consumers about the quality of your goods or services.

6. Collaborate with Industry Peers

Collaborating within an industry can help increase the positive impact of certification marks. As such, businesses operating in the same industry should work together to promote shared standards and encourage the use of certification marks. This helps strengthen the credibility of the marks.

New Zealand’s industry associations can also play an important role in fostering collaboration among businesses and help make certification marks a widely recognised symbol of quality.

7. Seek Customer Feedback

Customer feedback is an important resource for businesses seeking to enhance their goods or services. Seeking feedback from customers who purchase certified products can provide insight into the value of the certification marks. This helps businesses understand consumer expectations and make improvements where needed.

Businesses can obtain feedback by sending out online surveys or looking for positive feedback from reviews and social media platforms.

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Key Takeaways

Consumers are becoming increasingly conscious about the quality of the goods and services they invest in. As such, certification marks have become a valuable tool to establish trust and credibility between businesses and their consumers. Some key tips for using certification marks to promote the quality of your goods or services include:

  • aligning your goods or services with industry standards;
  • communicating transparency;
  • educating consumers;
  • conducting regular audits and compliance checks;
  • utilising your online platforms;
  • collaborating with industry peers; and
  • seeking customer feedback.

If you need assistance understanding how to leverage certification marks for your New Zealand business, our experienced trade mark lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0800 005 570 or visit our membership page.

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