Interview with Yuliya Skarlat, CEO of Comou

Thank you for taking the time to speak with us. Tell us about Comou. How would you describe the core idea behind your communications agency? What makes you unique players in the market?
Comou is a communications agency with a single focus. We specialize exclusively in brand communications. Of course, we offer a full range of services where every brand can find something tailored to their needs. However, at the core of every service lies working with meaning and words. From comprehensive communication strategies and tone of voice development to creative manifestos and subscription texts, we enhance both businesses and personal brands through communication.

We help our clients "find themselves" — our main emphasis is always on authenticity and deeper meanings, making it easier for businesses to navigate this turbulent business world. It also helps a brand’s clients find "their own" among hundreds of alternatives. When we communicate what genuinely matters, we create a true value match.

Agencies that focus on a single direction and bring together a team of talents who think through meaning and text are rare. This is our uniqueness and competitive advantage.

Why did you choose this particular focus? In your opinion, how does communication help modern businesses grow financially?
It’s important to remember that communication isn’t about elegant prose or beautiful phrasing.

It’s a way of conveying the meanings that lie at the heart of a business. So, what does this communication of yours create? That very magic — the feeling of emotional connection between a brand and its potential (and current) clients. And this connection is by no means about complexity or artificiality. It’s simple. It’s about being real and authentic so that "your own" can find "their own."

In today’s business world, communication is the foundation from which everything begins — a strong brand, recognition, customers, and sales. Comou isn’t about masterfully juggling words; it’s about creating messages and meanings that businesses project into the world, and the world notices and hears them. Even if this hasn’t always been the case before.

What challenges do brands usually face when building effective communication?
One of the main challenges is conveying the brand’s value to the target audience and becoming noticeable to "their own."

Is it an easy task? Certainly not. But with every new project, we bring our mission to life: restoring words to their original essence and meaning, making sense the foundation of communication. This isn’t about creating a new image for a brand but helping businesses dive into their own depths, recognize, and acquaint themselves with their uniqueness. A critically important part of our work is emphasizing value in such a way that every word contributes to the business goals of our clients.

We know you’re currently preparing to launch a new business. What will it be about, and how will it differ from Comou?
I haven’t shared this publicly yet — you’ll be the first to know!
Our second business unit is a creative agency designed for the international market. We’ve always felt the call to create something bigger — both in terms of expanding our inner horizons and embracing the scale, reach, and rules dictated by Western economies. We’ll focus on three main areas: branding, communication, and visual design.

The multifaceted ecosystem of the Western market demands a deep understanding of cultural nuances and global trends. We see it not just as a space of challenges and opportunities but primarily as a creative playground capable of driving business growth.

Our goal is to create bold ideas, and bold means expansive. Ideas that help brands discover new horizons, build emotional connections with their audiences, and confidently establish their position in the global context.

What inspired you to create a second business, and how did you approach this process?
The second business unit emerged naturally, much like Comou did — from an internal calling and a state of "we can’t not do this." This new project feels like a step into the unknown, bringing its own scale and challenges. I know it will be different — and that makes it all the more exciting.

When people ask if it’s easier to take the leap a second time, I smile. It’s about different things: from the depth of experience and accumulated knowledge to differences in tax systems and cultural nuances.

In some ways, it’s simpler because I now have knowledge and a professional team whose talent I believe in and whose capabilities I trust. In others, it’s more complex — this is my first business that has believed in itself enough to take its first steps in the European market. I can’t wait for the launch to show everyone what we’ve dreamed up and dared to do. Stay tuned, as they say.

What challenges are you facing working with Western clients, and how do you plan to overcome them?
The main challenge now is to get into the spotlight of our target audience and become visible, even as newcomers to the market. This is not just about finding and attracting clients but about creating that perfect "match made in heaven," connecting with their hearts without "waiting lists."

Another challenge is crafting a promotion strategy that works reliably and hits the mark.

On the Ukrainian market, we’ve invested significant resources to get to know our target audience better and refine their profile. We constantly test new hypotheses, delve into the businesses and brands we work with, and see how our approach evolves. Over time, our understanding of the client has shifted 180 degrees, and now we’ve built a model that aligns with real needs. How long will this last? Change is constant, so the process of studying and better understanding clients has become one of our ongoing tasks. That’s how it works when you choose to be a client-centered business.

Now, we aim to transfer this experience to the Western market, where both interaction culture and client demands differ. It’s a challenging yet fascinating process that broadens our perspective on business as a game of obstacles and opportunities, where everyone has the chance to create their own reality.

For me, this is a great opportunity to unite both the creative and analytical sides of my business personality.

In the process of creating our concepts, we’re not limited by technical assignments. Only by our own biases, uncertainties, and fears of taking the leap. I’ve dared to do this before, so for me, the second business project is much more than testing hypotheses and building financial models. It’s about co-creation, the scales we set for ourselves, and the opportunity to creatively empower businesses all around the globe.

Have you already gained any insights about working in the global market?
Yes! Advertising on the European market is slightly more expensive, but it’s not a magic bullet. Western Europe, particularly the UK, relies heavily on recommendations. That’s why it’s crucial to be part of a broad network of contacts, and we’re already making significant strides in this direction.

Becoming “one of them” and earning trust is essential for securing sales. This involves face-to-face communication, joining business clubs, personal recommendations, and business matchmaking.

Overall, the Western market is deeply rooted in networking. Here, it’s not just a passing trend but rather a long-term investment. And we’re in the game — at least at its starting point.

What principles do you apply when working with clients? Is there anything unique about Comou’s approach today?
Our key principle is to view clients as partners and our interaction with them as relationship-building. We’re here to help each other, and in our business, we do the same: supporting companies in their relentless business journeys. In Comou’s case, it’s through communication.

It’s important for us to match with the client both personally and in a business context. I often highlight this in our joint Zoom calls: we work “like grown-ups,” with 100% responsibility on us and another 100% on you.

Do we sometimes decline collaborations? Occasionally, yes. But with the confidence that every “no” brings us closer to the next “yes.”

Like any business, Comou faces its challenges. What helps you overcome difficulties?
First and foremost, a love for what we do and a belief in our mission. Business is a journey, where we strive to find a balance between highs and lows. For me, it’s always important to remind myself why I’m doing this, to rekindle my love for the path itself as much as possible, and to respect it — because it will always be a mix of ups and downs. And even if no one warns you, the unpredictability is okay.

Another important principle is consistency. There’s a lot of talk about the art of small steps, and it makes sense. I resisted this idea for a long time, but my experience proves that step-by-step processes work much more effectively.

We started with a business strategy, then developed branding, marketing, and communication strategies, and only then moved on to execution. Step by step.

Every business is a unique ecosystem where all elements work in interaction. Think of the balance wheel, where every sector needs attention, and you’re trying to balance between all kinds of shapes to ultimately achieve a functional wheel. Does that make sense?

A business, before becoming a fully independent unit separate from its owner, requires significant investment — and this isn’t always about money. It’s also about giving it clarity in terms of its strategy, brand communications, voice, and main messages.

Strategies, in particular, allow processes to be structured, vision to be defined, and goals to be formulated. This way, all “jobs to be done” align. It’s like creating a map the business will use for further development. Strategies “ground” the countless thoughts swirling in your head, help you see processes “from above,” and identify the vectors needed to achieve set goals and build long-term client relationships.

It’s what you need to assess the “today” clearly and brainstorm ideas for moving forward. Am I right?

Is it your belief that building a business is impossible without a precise communication strategy?

No way. A communication strategy is the foundation on which a conscious brand is built.

It begins with in-depth analysis: understanding who you are, your values and philosophy, and how your audience currently perceives you. This isn’t just about creating a unique voice but about seeing yourself through the lens of others’ perspectives.

A strategy enables businesses to craft clear messages, slogans, and a tone of communication that resonates with their audience. This ensures consistency across all channels, helping the brand remain authentic and recognizable. Without such self-awareness, it’s challenging to communicate holistically and maintain authenticity in every touchpoint.

Communication is the starting point for everything, shaping the face of the brand.

• What is our voice?

• Our sound?

• What meanings are we conveying, and how are we delivering them?

• Are we “hitting the mark” with our target audience?

Anything left undocumented often remains chaotic and unstructured. This, in turn, complicates understanding your current position (Point A) as well as setting a course for scaling and growth.

So yes, I believe in strategies that truly run this business world.