In my previous post, “How to Build a Strong Brand: A 6-Step Guide,” I talked about building a brand through promises. I realized that we can extract the promise directly from the voice of our customers. By understanding what they value in their experience, we identify functional and emotional elements they appreciate.

Using Woku to Create Our Brand Promise÷

At woku, we use our own solution to manage the customer experience. We capture reviews in various interactions: within the platform, in sales, onboarding, etc. We analyze these reviews to identify what our customers recognize. This allows us to build our brand promise based on real data, not assumptions.

“In the blacksmith's house, stainless steel knife”

We analyzed more than 100 customer reviews using woku. Here's the result:

Recognition section with three highlights on the woku platform. The first point is 'Clarity of Information', where users highlight the simplicity of the explanations. The second point is 'Utility of the Platform', mentioning positive feedback on its practical usefulness. The third point is 'Customer Service and Support', highlighting the personalized attention and quick support offered by the woku team.” — **Picture of the awards obtained for processing on our platform.**

From the report, we identified three key points:

We provide clear information
The platform is useful for improving
We offer first-class customer service

Building the Promise*

Analyzing these awards, we understand that the clarity of information is largely due to our customer service. More importantly, customers value the usefulness of our solution to find opportunities for improvement fastly.

Based on this analysis and with a little imagination, together with Diego, the CTO of woku, we brainstormed and decided on this phrase to start with:

“We simplify the analysis of your clients with the best human team at your side”

◆ Let's remember that the brand promise must be a slogan:

Memorable: Easy to remember and stand out.
Offer value: It has to have a tangible value for the customer.
Fulfillable: You must be able to keep the promise.÷

Listen to your customers to build a realistic promise*

This exercise was revealing. We know that we can deliver on this promise because our customers already value it. We don't invest hours in forced creativity, but rather we use our technology and the voice of our customers to build a functional promise.

We distinguish ourselves by combining powerful software with close human support, offering in one click what used to take days or months of manual analysis in a click.

In future posts, we'll continue to share how we use feedback from our customers to improve and define the woku brand.

References

Martin, R.L., Schwarz, J., & Turner, M. (2024). The right way to build your brand. Harvard Business Review. https://hbr.org/2024/01/the-right-way-to-build-your-brand ÷