Build a stronger award entry

Most award entries have limited space. That makes the choice of evidence more important than the number of claims. Start with one sentence that says what happened, where, when and for whom. Every supporting document should help a reader verify part of that sentence.

Set a clear period and baseline

“Sales grew” is hard to judge without a starting point. Give the dates, the metric, the earlier value and the later value, then explain any change in scope. If new stores or an acquisition affected the total, say so. For an innovation entry, describe what customers or employees did before the change and what they can do now.

Separate reach from effect

Campaign views, downloads and store openings show reach. They do not automatically show trust, satisfaction or better outcomes. Use the measure that fits the claim. A product can have wide distribution and a poor service record; a smaller brand can be highly trusted within a defined market. State the size and limits of any survey or customer measure.

Choose documents with a purpose

A short financial extract, a product test, an audited report, a customer measure with its method, a regulatory record or a dated third-party account may each support a different claim. Label the document and identify the passage that matters. Avoid sending a large deck and expecting judges to find the evidence. If a figure is commercially sensitive, check the programme's submission rules before sharing it.

Write for the criterion

GCEIP's Premier Brands framework asks about leadership and growth, trust, innovation, responsibility and impact. A useful entry gives each criterion its own evidence. Repeating the same sales figure under all five headings leaves most of the case unanswered. The criteria guide explains the differences.

Check the final claim

Before submitting, ask someone who did not write the entry to underline every claim that lacks a date or source. Remove sweeping phrases that cannot be defended. Give the judges enough context to understand uncertainty or a difficult period. A precise case is easier to trust than a perfect-sounding one.

GCEIP's methodology sets out the formal process and current evidence limits for its awards. The FAQ answers common questions about nominations and eligibility.