Common Mistakes in Promoting Obtained ISO Certifications and How to Avoid Them

Obtaining an ISO certification demonstrates a commitment to maintaining the highest standards of quality, safety, and environmental protection. However, improperly promoting this achievement can not only negate the benefits of ISO certification but also harm your company's reputation.

In this article, we present the most common mistakes made when promoting obtained ISO certifications and practical tips on how to avoid them. This way, your company can fully leverage the potential of certification and gain a competitive advantage.

1. Entrusting Promotion to People Without Knowledge of ISO Standards

Problem:

The task of communicating about the obtained ISO certification is often entrusted to individuals who do not have sufficient knowledge about ISO standards and the certification process.

Example:

Using inappropriate phrases such as:

• "Our products are ISO 9001 certified"
• "Our buildings are certified according to ISO 14001"

In reality, the ISO certificate pertains to the organization's management system, not to specific products or buildings.

Solution:

• Staff Training: Ensure that the people responsible for communication are properly trained in ISO standards.
• Consulting Experts: Use the services of professionals, such as Certiget, to ensure the correctness of communication.

2. Improperly Communicating the Value of the Certificate

Problem:

Assuring customers of the "highest quality" of services or products solely based on possessing an ISO certificate, while the certificate confirms compliance with specific ISO standards, not the actual quality of the product.

Example:

Claiming that the ISO certificate guarantees the highest quality of products, while in reality, the certificate confirms that the company has a quality management system compliant with the ISO 9001 standard.

Solution:

• Honest Communication: Explain to customers that certification means continuous improvement of processes and striving to meet their expectations.
• Highlighting Benefits: Communicate how the management system translates into better customer service and higher quality services.

3. Failing to Explain the Significance of the Certificate to the Customer

Problem:

Informing about possessing an ISO certificate without explaining what it means and what benefits it brings to the customer.

Example:

Placing information on the website: "We have ISO 9001 certification" without additional context.

Solution:

• Customer Education: Add a section on the website explaining what the certificate is and its significance for the quality of services.
• Practical Examples: Show how certification affects specific aspects of cooperation with the customer.

4. Using Improper Marks and Logos

Problem:

Unauthorized use of ISO trademarks or improper use of certification marks provided by certification bodies.

Example:

Placing the official ISO logo on promotional materials without permission, which is a violation of the copyright of the ISO organization.

Solution:

• Compliance with Guidelines: Use only those marks and logos to which you have formal rights.
• Consultation with the Certification Body: Consult the body that conducted the certification regarding the proper use of marks.
• Expert Support: Certiget can help understand and apply the guidelines concerning certification marks.

5. Incorrect Reference to the Scope of Certification

Problem:

Claiming that ISO certification covers more than it actually does, e.g., suggesting that the entire organization is covered by the certification when the certificate only applies to a specific department or process.

Example:

Informing: "Our company has ISO 9001 certification," while the certificate only pertains to one branch or a specific product line.

Solution:

• Precise Definition of Scope: Clearly communicate which areas of activity or processes are covered by the certification. Instead of a general statement, provide specifics, e.g., "Our production department is ISO 9001 certified" or "Our services at the Krakow facility are certified according to ISO 14001."
• Accuracy in Phrasing: Avoid using generalizations that may mislead customers about the actual scope of certification.
• Sharing Details: Include on your website or in promotional materials the exact scope of certification so customers can review it. You might publish a copy of the certificate or a description of the certification scope.
• Consulting Experts: Utilize assistance from Certiget to properly communicate the scope of certification and avoid potential misunderstandings.

6. Not Updating Information About Certification

Problem:

Outdated information about possessed certificates can lead to promoting expired or non-valid certificates.

Example:

Advertising having a certificate that has expired or been suspended.

Solution:

• Regular Verification: Systematically check the validity of your certificates.
• Content Update: Ensure that all promotional materials reflect the current state of certification.
• Automation of Reminders: Use systems that remind you of the need to renew the certificate.

7. Overpromising and Misleading

Problem:

Making promises that go beyond what the certificate guarantees or suggesting that the certificate is a guarantee of perfection in all areas.

Example:

Declaring that ISO 27001 certification guarantees 100% data security without the risk of any incidents.

Solution:

• Realistic Promises: Communicate that certification means the implementation of best practices but does not eliminate all risks.
• Transparency: Explain which specific standards are met and what their limitations are.

8. Lack of Consistency in Communication

Problem:

Inconsistent or contradictory information about ISO certification in various promotional materials and communication channels.

Example:

Different descriptions of the scope of certification on the website, in brochures, and during sales presentations.

Solution:

• Centralization of Information: Create a unified source of information about certification for the entire company.
• Internal Training: Conduct training for employees to ensure message consistency.
• Communication Audit: Regularly check marketing materials for information compliance.

Summary

Proper promotion of the obtained ISO certificate is crucial for building customer trust and strengthening the company's market position. By avoiding the mentioned mistakes and ensuring transparent, reliable communication, you can fully leverage the benefits of ISO certification.

Certiget is your trusted partner in the certification and communication process. We offer:

• Professional advice in the field of ISO certification.
• Training for employees in the area of ISO standards and proper communication.
• Marketing support in preparing promotional materials, including films, compliant with guidelines.

Contact us to find out how we can help your company fully exploit the potential of ISO certification.

Click here to contact our team of experts.