HOW TO CREATE A BRAND STRATEGY THE TRINNY LONDON WAY
If you’ve been following me on Instagram and Facebook, and read my last blog, you’ll have figured out that I’m a huge fan of the makeup brand, TRINNY London. A recent makeover at TRINNY London HQ got me thinking about the brand strategy behind TRINNY London, and why I love it over its other competitors in the market place.
2017 was a big year for celebrity beauty launches. Victoria Beckham, Rihanna, Madonna. Trinny Woodall may not command the same A-list following as these uber-celebs, but thanks to her blogs, Instagram posts, YouTube videos, weekly Facebook Live sessions and her regular advice slot on ITV's This Morning, Trinny now has around a million followers in the UK, America, Australia and Europe.
Many of Trinny’s tribe of followers are women like me who, during the Noughties, watched Trinny and Susannah’s ‘What Not to Wear,’ the fashion TV hit of the decade religiously. Part Absolutely Fabulous, part SuperNanny, What Not To Wear was a makeover show where posh hosts Trinny Woodall and Susannah Constantine poked and prodded the contestants, and were renowned for their straight-talking advice.
With her latest project, TRINNY London, she's created a customisable beauty range, designed to appeal to women in their 40’s and 50’s. "I wanted to change the way women bought make-up," she says. "So many get stuck in a make-up rut. And I am passionate about the over-40s market - no more solid black lines under the eyes!"
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TRINNY London may be in the start-up phase, but the team understands precisely how to build ‘an admired brand.’ Admired brands are masters at creating ‘desire’. They solve customers' problems in a way that’s pleasing, fun, interesting, and emotionally involving while making people feel good about themselves. They do so by fostering the three key qualities that form the foundation of every successful and lasting relationship: trust, love and respect.
Here's how to create a brand strategy the TRINNY London way.
TRUST AND TRINNY LONDON
Trust – We believe we can count on the brand to ‘be there’, to deliver consistent quality, excellent customer service, and to act in our best interests. Trust helps to drive loyalty behaviours which mean customers are prepared to make repeat purchases, pay premium prices and actively choose their preferred brand over a competitor. It’s these behaviours that lead to high customer retention and a high lifetime value.
=> Through her years as a co-presenter on ‘What Not To Wear,’ her regular advice slot on ITV's This Morning, Instagram posts, YouTube videos, and weekly Facebook Live sessions, Trinny has built huge trust and credibility with her followers. We trust her to dish out unflinchingly honest advice, all the while empowering us to be the best version of ourselves. This trust paid dividends in the form of sales when she launched her new makeup range last October.
LOVE AND TRINNY LONDON
Love – We have a high degree of affection towards the brand. The brand pleases and engages us on a visual, sensory, and emotional level. Love plays a particularly important role when we’re in the pre-purchase and purchasing phases of our relationship with a brand.
=> Trinny is one of the best follows on Instagram. Exuberant, adventurous and with seemingly unshakeable confidence, most days she can be seen getting up to high jinks on Instagram. If she isn’t changing in a taxi, or topping up her lipstick on the back of a moped while speeding through London, or teaching us how to do micro-needling while springing about her bathroom, she’s shopping in Paris with her teenage daughter, Lyla,, or finding outfits in Zara that work for everyone while giving advice on how to wear them. It’s because of this affection that scores of women turned up last week to the Dublin launch of her makeup brand at Brown Thomas.
RESPECT AND TRINNY LONDON
Respect – We look up to the brand and hold it in high regard. We believe in what the brand stands for because it speaks to our core values and our aspirations. Respect plays a key role in customer retention and repeat purchases. It’s respect that drives those all important customer advocacy behaviours I mentioned earlier.
=> We know Trinny knows her stuff when it comes to fashon and beauty because she’s created so much evidence through her prolific content creation. From her regular advice slots on This Morning to the 2.5 million copies of ‘What Not To Wear,’ to her weekly Sunday morning Facebook Lives, we know Trinny is an authority. She continues to build her credibility, whether that’s through her partnership with Dublin based Brown Thomas, a chain of four Irish lifestyle stores, to retail her products. Or through conversations on YouTube with the founder of Victoria Health and pharmacist, Shabir Daya.
Enduring and admired brands are founded on a combination of trust, love and respect, where the sum is greater than the three individual parts. But it’s respect that distinguishes the good brands from the truly great brands. When customers respect a brand, they believe they’re acting in alignment with their core values and self-image. This in turn makes them feel good about their purchases.
Check out these links to see what I mean:
In my next article, I’m going to explore the strategy TRINNY London is using to build its customer base.
Question: Do you follow Trinny on social media? What have you observed about the way she builds brand loyalty? I love reading your feedback so please do take a moment to share let me know in the comments box below.
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