Modern marketing is being increasingly pushed to build and leverage consumer and community trust. But as any marketer will tell you- trust is a volatile currency.
As Market Reach describe, trust is “the bedrock on which the strongest customer relationships are built. It’s the bridge to better commercial results, lifetime customer value and a better likelihood of a ‘pass’ if you make a misstep or cause customer distress”.
That said, consumers and B2B decision-makers alike are no longer satisfied with being told that organisations are “innovative” or “sustainable”; they want proof.
As a result, achieving accreditation has shifted from a back-office compliance task to a front-line marketing powerhouse.
Investors In The Environment state, “independent accreditation provides credibility that self-declared commitments cannot match. Certification sends a clear signal to stakeholders that your business meets verified standards of responsibility. “
However, the real magic isn’t just in the final certificate being shouted about on the company LinkedIn profile. It’s in the journey. By leveraging micro-accreditations and incremental gains, marketing teams can build a narrative of continuous improvement that resonates far more deeply than a single, static achievement.
Why Incremental Wins Appeal to Your Audience
Psychologically, audiences respond to transparency and progress, which is why the Tick Accreditation journey is proving particularly impactful:
- Authenticity over Perfection: Showing the work-in-progress makes a brand feel human. It signals that you are committed to the path, not just the PR result.
- The Progress Bar Effect: Much like a loading bar, sharing the small steps and stages creates a sense of momentum. It keeps your audience engaged with your brand’s evolution over time.
- Validation in Real-Time: In fast-moving sectors (like Tech or ESG), waiting three years for a major accreditation means your marketing is always behind. Micro-ticks allow you to claim authority now, whilst also guaranteeing your future commitment.
Practical Strategies for Marketing the Journey
In truth, the accreditation journey can be a real asset to marketing teams, as it provides multiple opportunities to develop your organisation’s narrative whilst establishing value anchors that resonate with your audience. What’s more, it naturally acts as a campaign timeline.
1. The ‘Behind the Scenes’ Teaser
Before the Tick is even earned, document the effort being made to pursue it.
- The Content: A LinkedIn post or Day in the Life video showing the team undergoing training or auditing processes.
- The Angle: “We’re doing the hard work to ensure we meet [Standard X] because our customers deserve the best.”
2. The Micro-Win Milestone
When a specific Tick is achieved or internal goal is met (e.g., 50% of staff completing a Carbon Literacy course), celebrate it immediately.
- The Tool: Use digital badges or custom-designed milestone graphics for social media.
- The Angle: This builds social proof incrementally, ensuring your brand stays top-of-mind for quality and ethics.
3. The Impact Deep Dive
Once a micro-accreditation is achieved, explain what it actually changes for the client.
- The Content: A blog post or email newsletter titled “What our Carbon Reduction Tick means for your personal footprint reduction.”
- The Angle: Move the focus from “Look what we did” to “Look how this protects/benefits you.”
Mapping the Campaign: A Practical Framework
| Phase | Marketing Activity | Channel |
| Commitment | Announce the pledge or start of the journey. | Press Release / LinkedIn |
| Implementation | Share Lessons Learned during the process. | Thought Leadership Blog |
| The Micro-Tick | Feature the badge/cert on specific landing pages. | Website / Email Signatures |
| Achievement | The Big Reveal and celebration of the final goal. | Video Case Study / Event |
| Maintenance | Re-asserting the standard during annual reviews. | Annual Impact Report |
Best Practices for UK Marketing Teams
To ensure your accreditation marketing hits the mark without sounding boastful or corporate-heavy, keep these tips in mind:
- Avoid the Jargon: Don’t just say you’ve achieved “Sustainability Accreditation.” Explain that you’ve “refined our processes to significantly reduce waste in our supply chain.”
- Visual Consistency: Create a dedicated Trust Centre on your website. This is a single source of truth where all your Ticks, badges, and certificates live, making it easy for procurement teams to find.
- The Human Element: Feature quotes from the employees who led the charge. It’s much harder for an audience to ignore a success story when there’s a face attached to it.
Conclusion: The Long Game
Accreditation is can often be viewed by many in a company as being all about the finish line. But for a marketing team, it’s a valuable process for establishing a campaign cycle. By focusing on incremental gains, you transform a dry administrative process into a vibrant, ongoing story of excellence. These Ticks are more than just symbols; they are the building blocks of a brand that people can actually trust.
To find out more about how your organisation can get started on its accreditation journey, get in touch today!