Brand Localisation: Adapt to Succeed in Today’s Japanese Market
You’ve worked hard to create your product brand and hone your marketing strategy to successfully reach customers. But are you ready to expand to new markets?
Many companies aim to reach global standards. They will make sure they meet legal requirements for their products and hire translation services for their marketing materials. But is this enough? Why do so many businesses struggle to recreate success in new markets?
Without a brand localisation strategy you are still losing a lot in translation. Branding, products and services all need to be modified for your target audience, without losing the unique identity of your brand. So what is brand localisation and where do you start? Knowledge of the cultural differences and consumer habits is the essential starting point for establishing your business in a new environment. Often it is full of unexpected challenges!
Why localise to sell in Japan?
The Japanese market is very attractive to international businesses. Japan is the third largest economy in the world with US $4.97 Trillion (GDP (current US$) | Data (worldbank.org)). Its modern infrastructure also presents fewer logistical challenges than many locations (Global country ranking by quality of infrastructure 2019 | Statista). It is a natural destination for any growing business.
However, there are specific challenges to reaching Japanese consumers. It is essential to do thorough market research and get the details of localisation right. Simply having an ‘Asian’ marketing strategy is unlikely to succeed, as each country is different, not only in the languages spoken, but also in culture and consumer behaviour.
At Pointblank we have the expertise to sell products and grow brands in Japan and can work with you to develop a localisation marketing strategy aimed specifically at this evolving market.
Language: translating words isn’t enough
Japan is renowned for its culture of politeness. There are significant differences in the politeness of language, which may not be obvious at first. How you speak or write to the customer is very different to how you may talk to a business partner, manager, or colleague. The nuances are very subtle and even native speakers can sometimes make mistakes.
The Japanese language uses three different types of letters - Hiragana, Katakana and Kanji. These can be used interchangeably, but within a certain framework. A writer will need the skill to select the correct letters to match the context, to make sure that the readers feel comfortable. It is not enough to simply translate English text into Japanese. The readability, tone and politeness level needs to be right for your target audience.
Information can reduce a sense of risk
Japanese consumers are always on the lookout for new ideas and products but are unlikely to take risks. There are numerous studies about the tendency to avoid risks in Japanese society (Country-level estimates of risk taking (ourworldindata.org)). Many aspects of life are guided by tradition and cultural etiquette.
Consumers tend to purchase from well-known brands and still largely favour Japanese suppliers. This is a challenge for new entrants to the Japanese market, but with good quality, localised information you will be prepared. Both consumers and retailers place great importance on having as much accurate information as possible before making decisions to purchase. The quality of localisation is important to make sure the information resonates with the traditional views of Japanese consumers.
Modify products for the Japanese lifestyle
Once the feeling of risk has been reduced, Japanese consumers are often very curious and passionate about new products. There are big opportunities for foreign companies to offer new ideas on existing products. However, just bringing in a product from the UK without modification will not work. It may initially attract attention as a curiosity but the success will be short-lived.
Understanding the local lifestyle is essential. Businesses have failed because they didn’t ask simple questions such as, how large are rooms in Japanese homes, what kind of tastes are favoured, what units of measurement are used, how are dates displayed, what do colours signify?
Even global brands, like Ikea, have faced problems (Ikea in Japan- LA Times), but they can be avoided. The quality of your market research is important, but you also need to know what questions to ask to acquire the right information.
Communication channels are changing
Television advertising has long been considered the biggest route to Japanese consumers. But times are changing! In 2019, internet advertising spending surpassed that of TV ads in Japan. Today there are many other ways to reach your target audience, many of which may be specific to Japan. Coupon magazines, brand collaborations, social media and LINE apps are all key channels to sell to Japanese customers (SNS Marketing in Japan). A localisation brand strategy can help to configure your spending effectively using channels that do not exist in the United Kingdom.
Regulations matter!
In every country, the regulations for advertising need to be taken into account. There are specific legal obligations to meet when you advertise particular products in Japan. These can be complicated to understand in Japanese and so it is necessary to consult expert local advisors to avoid any missteps and subsequent fines. Breaking the rules, even if unintentionally, will be viewed negatively by Japanese consumers, who place great value on competence, trust and honesty from businesses.
Bespoke Marketing Localisation Services
Getting your localisation strategy right for the Japanese market requires expert knowledge in many fields and the ability to ask the right questions.
Pointblank Promotions Ltd. supports companies aiming to expand their services into Japan and other markets. Please feel free to contact us to discuss your needs using the enquiries link below.