About Wiom

Wiom is a technology company that provides router-based internet to underserved consumers through a unique innovation: it pools together unutilized bandwidth already available with local providers. In 2023, it raised $17M to scale up its operations.

Wiom’s problem statement

Internet is a commodity product. How does one talk about it in a way that helps a brand stand out? As Wiom was trying to shift its growth strategy from FOS (feet on the street) to digital, it became critical for someone like us to gather firsthand insights from both local internet distributors and end consumers, and use those insights to strengthen the story that Wiom was putting out there.

What we did

Amrit executed this project when he was running his earlier brand consulting company (prior to Story99). This was a four-month engagement in which the team did the following:

• A company DNA test and brand personality exercise with Wiom’s leadership team helped enhance internal alignment on overall brand storytelling

• 1:1 interviews with ~10 users to develop detailed user personas, which became a valuable reference asset for the marketing and communications team

• 1:1 interviews with ~10 local suppliers to develop a detailed partner persona

• Creative brainstorming to develop new communication pillars

Deliverables

• New communication pillars to strengthen Wiom’s positioning and narrative

• Inputs and feedback on the messaging in the Wiom app

• Created a set of four performance marketing video ads to showcase how they can also support long-term brand building

• Helped develop internal and external communication guidelines

Business outcome

Wiom has been successfully expanding its footprint ever since, powered by the storytelling clarity that we brought to the entire team. Before working with us, the team lacked a narrative strategy and guardrails to use as the company scaled. By the end of the four months, the right framework and communication pillars, backed by user and partner insights, had been put in place.