The challenge
WordPress actually powers over 43% of all websites on the internet today. Our client was the leading WordPress website builder responsible for 10 - 14% of all websites on the internet today.
Our task was to differentiate our client from other AI website building products on the market, as well as to reposition it on the market.
The insight
Everyone in web building is trying to be Apple.
Wordpress is Android.
Wordpress although not the most talked about thing these days, has a very devoted and enormous following. We thought that they should be celebrated.
We held internal team interviews, brand workshop, as well as conducted semi-structured user interviews to better understand the consumer and the product perception. We have also done primary and secondary research to understand the use cases, and an in-depth competitor analysis.
What we found is:
1. Creators on Wordpress are into hacking, doing it themselves and not liking constraints. Sounds familiar?
2. Selling AI is like selling wi-fi these days. “Yey, more AI!” - said no-one ever.. We needed a different USP.
The solution
We have decided to create the brand and the brand story that celebrates their current community - the do-it-yourself kind of people. Our work also led to a more strategic messaging, for example celebrating the fact that TIME magazine, WIRED, NASA websites are all build on Wordpress. We have written the brand story, restructured their brand architecture that led into the restructuring of their offer. We have also left the internal team with the future positioning strategy. I have left the creative team during the visual branding territory definition and left them with the story, positioning, strategic territories and strategic inputs.