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Mastering Brand Strategy: "We will NEVER do that!" Defining Your Core Identity

Writer's picture: ulpaulpa

Updated: Jun 21, 2024

"You never go full Bōsōzoku".
"You never go full Bōsōzoku".

Table of Contents


What is a well-defined strategy?

Establishing a robust brand identity requires a strategic approach that involves taking a long, hard look in the mirror and delineating what you will and won't do. This practice is essential in a market known for its cultural nuances, discerning customers, and unique business etiquette. A well-defined strategy is more than just a set of fonts, customer personas, or value statements; it’s a decision about what kind of company you will be—and equally important, what kind of company you won’t be. This strategic decision-making encompasses the following:


  • The tactics you won't use

  • The offers you won't provide

  • The clients you won't work with

  • The advice you won't take

  • The words you won't say


So, how can you leverage this concept to brand your business in Japan successfully? Here’s a comprehensive guide with actionable advice and tips.


Defining Your Core Identity: Understanding Who You Are and Who You’re Not

A clear brand identity is essential in any market, but it helps even more when entering Japan’s culturally unique market, where discerning customers value consistency and authenticity. Here’s a detailed look at how to define your core identity effectively:

Crafting a Mission Statement

Your mission statement is the true north star that guides your brand. It should succinctly encapsulate your purpose and the value you offer, and for brands in Japan, it needs to resonate with local cultural norms. A strong mission statement should reflect your brand's core values and purpose while connecting with Japanese consumers' cultural preferences. For instance, if you're a premium fashion retailer targeting environmentally conscious millennials, your mission statement might be "Empowering millennials to express sustainable style."


Key Elements of a Powerful Mission Statement:

  • Focus: Ensure your mission statement is laser-focused on your core market and purpose. This will guide strategic decisions and align your team.

  • Clarity and Resonance: Use simple and clear language that translates well and resonates culturally. Japanese consumers value humility, attention to detail, and respect.

  • Cultural Values: Reflect core Japanese values (not the words themselves) like omotenashi (hospitality) or kaizen (continuous improvement) in your statement, if applicable, to build an emotional connection.


Identifying Your Target Audience

Your target audience is not necessarily everyone. It's crucial to narrow down your audience to a clear and concise demographic that aligns with your core identity.

  • Demographics: Define your primary and secondary demographics considering factors like age, gender, income, location, and occupation. For example, if your brand targets career-oriented women aged 30-45 living in Tokyo, build your messaging, product line, and services around them.

  • Psychographics: Understanding your audience's lifestyle, values, and motivations is key to effective branding. Do they prioritise work-life balance? Are they looking for products that simplify their busy lives? Identify their pain points and ensure your brand messaging speaks to them directly.

  • Cultural Sensitivity: Tailor your messaging to align with Japanese cultural norms and preferences. In Japan, sensitivity to social norms and understanding local customs can make or break a brand.


Building a Brand Archetype

Brand archetypes provide a framework that helps customers relate to your brand on a deeper, more emotional level. When used properly, they can be very useful to help pull apart, shape and bring to life more distinctive personalities and behaviours for brands. 

  • Choose an Archetype: Some examples include the "Hero," who inspires people; the "Caregiver," who nurtures; and the "Creator," who fosters innovation and creativity. For instance, a fitness brand might identify as a "Hero" brand, promoting personal transformation and strength.

  • Align with Mission Statement: Your chosen archetype must align with your mission statement. If you're the "Creator," ensure your mission emphasises creativity and innovation.


Conducting Competitor Analysis

Understanding your competition helps you identify gaps and differentiate your brand.

  • Strengths and Weaknesses: Identify the strengths and weaknesses of your competitors and position your brand against them. Position yourself as a premium alternative if your main competitor focuses on high volume and low prices.

  • Unique Selling Proposition (USP): Determine what makes your brand unique and highlight that aspect. Perhaps your product is handcrafted, or you offer exceptional customer service.


Differentiating Yourself Clearly

A distinctive brand identity helps you stand out in the crowded Japanese market. Here's how:

  • Product Differentiation: Offer unique features or quality that your competitors don't.

  • Service Differentiation: Provide exemplary customer service or unique after-sales support.

  • Price Differentiation: Position your product at a specific price point that aligns with your target audience's expectations.


Developing Your "We Will NEVER Do That" List

A "We Will NEVER Do That" list solidifies your brand identity by clearly defining the boundaries within which your brand operates. It’s a strategic tool that sharpens your positioning and provides consistency across all touchpoints.

Exclude Specific Tactics

Certain marketing tactics may dilute your brand or conflict with your core identity.

  • Cheap Marketing Gimmicks: Avoid flash sales, misleading promotions, or limited-time offers if you want to establish a premium image. Instead, focus on long-term value and quality.

  • Mass Advertising: Steer clear of mass-market advertising if your focus is niche markets. Instead, invest in specialised channels that directly reach your target audience.

  • Pandering to Trends: Don't compromise your core values or identity to chase trends. For instance, if you're a high-end luxury brand, don’t suddenly cater to fast fashion trends just to gain short-term popularity.


Avoid Certain Offers

Align your offers with your brand's mission and value proposition.

  • Deep Discounts: Never offer discounts that devalue your product if you aim to maintain a high-end image. Japanese consumers often associate discounts with low quality.

  • Free Trials: Refrain from offering free trials if they don’t meet your target market’s expectations. Instead, offer an exclusive experience for potential customers that adds value without diluting your brand image.


Filter Out Undesirable Clients

Not every client is the right fit for your brand, and it's important to identify those you won’t work with.

  • Cultural Misalignment: Avoid clients who don’t understand or respect Japanese cultural norms. Working with them may damage your brand reputation.

  • Unrealistic Expectations: Pass on clients with demands compromising your brand’s integrity or sustainability. Clearly define the scope of your services to ensure alignment.


Reject Poor Advice

Plenty of advice is out there, but not all of it will suit your brand.

  • Ignore Shortcuts: Disregard suggestions that encourage compromising your brand’s values for short-term gains.

  • Refuse Irrelevant Strategies: Decline marketing advice not suited to the Japanese market. Strategies that work well in Western markets might backfire in Japan.


Eliminate Problematic Words

Language matters and certain words can negatively impact your brand image.

  • Buzzwords: Avoid trendy buzzwords that dilute your message.

  • Culturally Insensitive Terms: Remove any terminology that might be open to misinterpretation or could be mistaken as being offensive in Japan. For example, avoid using English phrases that don’t translate readily.


Strategies for Building a Distinct Brand in Japan

Localising Your Brand Identity

  • Language: Translate your brand name, tagline, and key messaging into Japanese, ensuring accuracy and cultural resonance.

  • Visuals: Adapt your visual identity to Japanese aesthetics while maintaining brand consistency.

  • Content: Create region-specific content that reflects local trends and customer pain points.


Aligning Your Brand with Japanese Cultural Values

  • Omotenashi (Hospitality): Emphasise customer service as a key brand value if relevant.

  • Kaizen (Continuous Improvement): Incorporate the concept of kaizen into your brand’s commitment to quality if you really intend to improve your product over time.


Building Brand Salience

Building brand salience is crucial for creating a memorable and impactful presence in the Japanese market. It involves making your brand easily recognizable and top-of-mind for consumers in various buying situations. Here’s how:

  • Consistency Across Touchpoints: Ensure your brand message, visuals, and tone are consistent across all platforms and interactions. This creates a cohesive brand image that consumers can easily recall.

  • Distinctive Brand Assets: Develop unique and memorable brand assets, such as logos, slogans, and jingles, that can enhance your brand's recognizability.

  • Memorable Marketing: Invest in marketing strategies that create strong emotional connections and memorable experiences. This could include impactful advertising campaigns, engaging social media content, and meaningful brand collaborations.


Choosing Strategic Partnerships

  • Local Influencers: Collaborate with Japanese influencers who align with your brand values.

  • Corporate Alliances: Partner with trusted Japanese brands to enhance your credibility.

  • Market Guidance: Consider working with a market entry specialist to help guide your growth in Japan, saving you time and helping to gain a foothold quicker than landing in Japan by yourself.


Case Study: Apple's Strategic Decision Not to Cater to Gamers

Apple’s strategic decision not to cater to gamers is a quintessential example of the power of saying "no." By choosing not to cater to gamers, Apple could focus its resources and messaging on designers, videographers, and content creators, creating a distinctive and profitable niche that has paid dividends for decades.

Understanding the Decision

  • Background: Despite the profitability of the gaming market, Apple chose to focus on being the computer company for creatives.

  • Execution: They consistently avoided gaming features in their hardware and software design.


Impact on Brand Identity

  • Clarity: By not catering to gamers, Apple cemented its image as the brand for designers, videographers, and content creators.

  • Consistency: Their messaging and product development have remained consistent for decades.


Financial Results

  • Revenue Growth: Focusing on creatives has led to tremendous revenue growth, as Apple became synonymous with high-quality design tools.


Key Takeaways for Branding in Japan

  • Niche Focus: Focusing on a specific audience in Japan can drive brand loyalty and profitability.

  • Long-Term Vision: Sticking to a well-crafted strategy can potentially pay off in the long run.


Building Your Own "NEVER" List: Practical Tips

Self-Reflection Questions

  • What tactics make you uncomfortable?

  • What clients have been most difficult to work with?

  • What advice has led to negative outcomes for your brand?


Conducting a SWOT Analysis

  • Strengths: What are your brand’s unique strengths?

  • Weaknesses: What weaknesses can you turn into opportunities?

  • Opportunities: What market gaps can you exploit?

  • Threats: What threats must you proactively avoid?


Aligning Your List with Your Core Values

  • Ensure your "NEVER" list aligns with your brand’s mission and values.

  • Review and revise your list regularly to keep it relevant.


Sharing and Enforcing Your List

  • Communicate your list internally to ensure all team members are on the same page.

  • Train staff to handle client rejections tactfully but firmly.

  • Incorporate the "NEVER" list into your company policies.


Branding in Japan is a nuanced endeavour requiring a clear, strategic vision that includes both what you will do and what you won’t. Your "We Will NEVER Do That" list is not just a set of guidelines but a powerful tool to sharpen your brand identity, differentiate from competitors, and build lasting customer loyalty.


FAQ Section

What is a well-defined strategy?

A well-defined strategy establishes a brand identity by outlining what your company will and will not do. It involves making strategic decisions about the tactics you won't use, the offers you won't provide, the clients you won't work with, the advice you won't take, and the words you won't say. This approach is crucial for successfully branding your business in Japan's unique market.

How can startups define their core identity?

Startups can define their core identity by understanding their unique market position and strengths. This involves crafting a mission statement that reflects its core values and purpose, identifying its target audience through demographics and psychographics, and building a brand archetype that aligns with its mission statement. Conducting a competitor analysis and differentiating clearly from competitors is also essential.

Why is developing a "We Will NEVER Do That" list important?

Developing a "We Will NEVER Do That" list is important because it solidifies your brand identity by defining clear boundaries. It helps maintain consistency, avoid tactics that may dilute your brand, and ensure that your offers, clients, advice, and language align with your core values and mission. This list provides strategic clarity and enhances brand loyalty.

How can brands localise their identity for the Japanese market?

Brands can localise their identity for the Japanese market by translating their brand name, tagline, and key messaging into Japanese, adapting their visual identity to Japanese aesthetics, and creating region-specific content. Aligning with Japanese cultural values like omotenashi (hospitality) and kaizen (continuous improvement) can also help build an emotional connection with Japanese consumers.

What strategies can startups use to differentiate themselves in Japan?

Startups can differentiate themselves in Japan by offering unique product features, providing exemplary customer service, and positioning their products at specific price points that align with their target audience's expectations. They should build brand salience through consistent messaging, develop distinctive brand assets, and choose strategic partnerships with local influencers and trusted Japanese brands.


Ready to learn how to launch, integrate and scale your business in Japan?

Download our intro deck and contact ULPA today to understand how we will help your company learn the rules of business in Japan, and then redefine those rules.

Let The Adventure Begin.

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