We now exist in a people-powered era. The opportunity was to build a brand that would help define it.
HOW DO YOU BUILD A BRAND THAT DOESN’T BELONG TO YOU?
The Trustpilot brand appears an average of 2 billion times per month across the marketing collateral of over 200,000 companies. Uniquely, the brand is the product: five green stars, bought and owned by businesses, assigned and used by customers.
So the question became, how do you turn this two-sided, business/customer model into a purpose-driven brand that makes a positive difference on both sides – and for itself?
Research results from Trustpilot’s business and customer communities led us to a simple, powerful insight: in this new, people-powered era, people want to shape and improve the world around them.
While the rest of the category busy themselves with the language of “click-through rates” and “enhanced SEO”, Trustpilot will change the conversation and stand for something bigger: progress. A platform, not a tool – bringing people and business together to make things better for everyone.
EVER-IMPROVING EXPERIENCES FOR EVERYONE
Shifting the mind-set from ‘customer feedback tool’ to a ‘platform for progress’, allowed us to reimagine the Trustpilot brand from the inside out. The most significant shift was to celebrate every Trustpilot review as more than a rating – rather, as a real, human experience that matters. 45million of them and counting. Collectively these reviews can make a big, positive difference for people and businesses.
The new brand purpose – to create ever-improving experiences for everyone – comes directly from this perspective. More than a review site, Trustpilot it is an open platform with the power to upgrade the world!
A SYSTEM TO SHAPE THE FUTURE
The reach and impact of this brand has huge potential. While the dynamic identity, built with responsive design and native fonts, delivers today, it also has the potential to evolve and engage the millions of companies and billions of users that might one day make the brand their own.
Where next for Trustpilot is perhaps the most interesting question of all. Will the idea of People Powered Progress one day replace advertising? Can the world’s most powerful open platform uncover the ideas at the heart of the best experiences and businesses of tomorrow?