Online Marketing Consultant.

Coleen McLoughlin, fiancée of Wayne Rooney, is one of many footballers wives and girlfriends who shot to fame because of their partner’s status on the pitch. She’s estimated to be worth £5m in her own right, thanks to her high profile and clever brand building.

Coleen’s brand has taken the fashion, style and beauty route. Last year she earned millions being the face of Asda’s clothing range, writing a weekly column in Closer magazine, presenting her own TV show and launching a perfume.

By involving herself in numerous fashion and beauty based projects, and avoiding the usual ‘lads mag and falling out of nightclubs’ routine, Coleen has managed to become a style icon; unusually respected in the fashion industry.

But how does Coleen’s website help to communicate her brand message which is essentially ‘a normal girl who’s become an expert on fashion, style and beauty’?

Unfortunately, Brand Coleen, worth an estimated £5m, doesn’t have an online presence.

This is one brand that isn’t using the internet to communicate its message.

Here are three reasons why Coleen McLoughlin needs a website…

1. Brand Extension
Last year Coleen signed a 10 year beauty deal with Robertet, through whom she launched her first perfume. Coleen could use a website to capture data on her brand followers, to help shape the decision of the most sensible next launch.

2. Trust
Coleen is competing with many celebrities in a competitive beauty market. We often hear the line “I chose the bottle and scent myself” from many celebs to which most people are cynical of. Coleen can use a series of ‘behind the scenes’ articles and videos to demonstrate the work she puts into her products.

3. New Markets
If Coleen decides to introduce her brand to foreign markets, where she isn’t as well known, people will be ‘Blind Googling’ (searching Google for someone they don’t know) her. If she creates her own website she can tell her brand story, if not, blogs, forums and newspaper websites will come up in the search results tell their version for her.