Trustpilot Brand Strategy

Challenge

By 2018 Trustpilot had become a global leader in reviews, but it did not have a coherent brand.

Solution

Alan led the creation of Trustpilot's first brand strategy.  Working with internal teams and external design and marketing agencies, the project covered insight and proposition development, messaging, tone of voice, employee experience and customer journey deployment. 

Result

The iconic star branding drove 30% more UK clients to use Trustpilot branding as an ingredient in their own advertising in 2020. This drove a 15% increase in prompted brand awareness without any additional marketing investment.