From a domain provider for small businesses
To the global growth partner for everyday entrepreneurs – empowering entrepreneurs everywhere
The brief from the GoDaddy’s CEO and CRO was clear: “How do we expand our product footprint, increase loyalty & advocacy and place our community at the center of our marketing and operations?”
We redefined our audience, from ‘small businesses’ to ‘everyday entrepreneurs’, which was a more inclusive view of entrepreneurship that expanded beyond Silicon Valley. So we created a new rallying cry for them. One that resonated with the world’s entrepreneurs, and became the foundation to build a support system so GoDaddy could champion their needs.
A resonant repositioning
This new positioning made GoDaddy the growth partner for everyday entrepreneurs, giving them a more relevant, emotional role and putting community building and support at the heart of GoDaddy’s operations, giving employees a crystal clear focus. And our brand had a new drive: to make GoDaddy the go-to platform for entrepreneurs around the world.