Is a VMC Still Worth It Now That CMCs Exist?
Understanding the New Era of VMCs and Brand Trust
BIMI (Brand Indicators for Message Identification) has become an important part of modern email trust and authentication. As more mailbox providers support branded logo display, organisations are asking a key question: now that the Common Mark Certificate (CMC) has been introduced, is the Verified Mark Certificate (VMC) still necessary?
CMC vs VMC: What Is the Real Difference?
Both certificates enable logo display in supported inboxes, but they serve different purposes and offer different levels of assurance.
- CMC – Lower Barrier to Entry
The CMC was created to make BIMI accessible to organisations that do not have a registered trademark. It offers a simpler validation process and can make getting started easier, especially for small and medium-sized businesses. - VMC – Higher Level of Brand Assurance
A VMC requires a registered trademark and a more rigorous identity verification process. This provides additional trust and confirms the link between the logo and the organisation sending the email. - Scope of Validation
A CMC validates the organisation and the logo, but does not require a registered trademark. A VMC is directly linked to a legally protected mark, offering a higher level of authenticity and brand protection.
Why BIMI Matters
BIMI is not just a visual enhancement. It is a trust and security framework built on email authentication and brand integrity.
- Increased User Trust: a verified logo helps recipients recognise the sender and can reduce the risk of phishing.
- Greater Inbox Visibility: branded messages stand out, which can improve open rates and engagement.
- Consistent Brand Recognition: users can more easily identify official communication from your organisation.
Is a VMC Still Worth It Now That CMCs Exist?
The answer depends on your organisation’s goals.
- If your goal is simply to display your logo
A CMC is an excellent option. It can simplify getting started and does not require a registered trademark. - If your goal is strong trust and brand protection
The VMC remains the premium choice. It provides more thorough verification and additional trust signals in supported environments.
The Biggest Misconception: BIMI Is Not Just a Certificate Purchase
Many organisations assume BIMI is about buying a certificate. In reality, the certificate is the final step – not the first.
Own the Inbox
Ready to make the most of BIMI? Talk to our BIMI experts today for guidance on implementation.