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Branding lessons from Japan
One of my favourite things about being in a new place is the change of perspective it gives you. Experiencing first-hand how people approach different aspects of life without the context of home is refreshing and inspiring. Which leads me to wanting to share with you three branding lessons from my time in Osaka.
1. Make your brand a destination/experience.
So, tip number one: make your brand the business equivalent of a street vendor with a huge squid sculpture hanging above it. I have seen hundreds of street food stalls over the last few weeks but by doing something ‘different’ and unexpected I am going to remember this huge squid for a very long time and I don’t even like squid and I didn’t eat here but if someone asks for an Osaka squid recommendation this place is going to spring to mind. This brand made itself a destination.
So think about this…
What can you do differently with your brand that other people in the industry aren’t? How can you make AKA what is your giant hanging squid? Can you do something unexpected with a service or product launch that people will remember? This could even be a unique signature series.
2. Don’t underestimate the power of a personal touch and use this to build relationships with your audience
As we have been moving around the city I have been reminded of how valuable and impactful personal touch can be. We popped into a hole in the wall dumpling place. The restaurant only had seats for four people, the chef was taking orders, cooking the food then serving it straight to us. It felt like we were at his dining table, it seems so simple but to be served something he had created in such a small setting was intimate and personal. The food was delicious and the experience was memorable. The first words we said after leaving was “we definitely have to go back there’
So think about this…
How can you create a sense of intimacy with your audience? How can you connect to your customers and make your brand feel more personal, curated and bespoke? What can you do to create relationships through your brand experience?
3. Make your products/services accessible.
Around every street corner in Osaka is a drinks vending machine. At first this seemed like a novelty; we don’t really have street vending machines like this in New Zealand. I love coffee, and suddenly around every corner, I had these cute wee canned coffees in front of me. Did I buy more than I would have otherwise? Yes absolutely. I was reminded of them every three minutes.
So think about this…
How can you make your brand front of mind and easily accessible for people? Are your services clear and easy to navigate? How are you getting in front of your audience? Is there anything you could do to show up in front of people more?
Now I am reading back on this and noticing these tips are all somehow food-related…
Hope you found this helpful!
Steph x
