We’ve previously discussed strategies to maximize marketing success in Japan, and there’s always been a common thread: Trust. No matter the platform, no matter the approach, if you can’t win the trust of Japanese consumers, you won’t go very far.
In Western markets, if you have a robust enough budget and solid brand awareness, you can go a surprisingly long way with reputation as a secondary priority. But in Japan, trust is the #1 predictor of success.
In This Article
If you think you can leverage flashy, aggressive creatives and messaging and expect long-term stability, you’re in for a rude awakening. These take a backseat to credibility and consistency, whether it’s B2B or B2C.
Why Trust Matters in Japan
Japan is a very risk-averse consumer population. This is due to a decades-long cultivation of customer-first business culture. Consumers view this as the standard, and anything less is unacceptable. Clear communication and reliable behavior win out over vague promises that can’t be backed up.
We’ll walk you through some steps you can take to enhance your brand image and win trust in the Japanese market quickly…even if you’re a newcomer.
Trust-Building Signals for Success in Japan
Almost every foreign-based brand’s successful entry into Japan has been based on four crucial pillars. For brands that struggle, these areas are where they most commonly fall short.
Transparency
In any form of messaging to your Japanese audience, clarity is key. They want clear specifications and detailed pricing with no hidden charges. When it comes to making claims on your product or service, information should be verifiable and evidence-based.
Don’t waste your time with ambiguous, cliche declarations like “world-class” or “industry-leading.” Your potential customers will see right through it and begin looking elsewhere. Here are some easy ways to keep your audience interested and increase their trust:
- Full ingredient/component lists
- Photos and testimonials from real clients
- Clearly-outlined pricing tiers and terms of service
Transparency is foundational. You literally cannot afford to bypass this important aspect.
Stability
Both Japanese customers and businesses aren’t going to want to stick around if they think that you’re either a) Not fully committed to establishing yourself in the Japanese market, or b) In danger of losing your footing here. After-sales support is major decision-making factor, so make it known that you’re here for the long run.
Here are some ways you can convey stability to your audience:
- Local offices or representatives
- Japanese-language customer support
- A documented company history that displays your global footprint.
Any gesture to show your proximity to the local market helps to reduce any perceived risk.
Responsiveness
We’ve mentioned the particular Japanese type of hospitality known as omotenashi. A key defining characteristic of omotenashi is responsiveness—not only in terms of speed, but also in its thoroughness.
If you take too long to respond or offer vague replies or solutions, it projects an image of unreliability. High performing brands not only have quick response times with concrete answers, they also go the extra mile to follow up on customer issues.
When you’re quick and deliberate in response to customer issues and inquiries, it convey respect to your client and solidify the trust they have in you.
Humility
You obviously want to make a splash in the Japanese market, but be careful not to disturb the peace. Maintain an awareness of the market you’re entering and how it operates on a social level. Brash claims about where you stand in your field may be interpreted as disrespectful.
Strike a balance between confidence in your products or services, while conveying such with a humble tone.
Third-Party Validation
It’s great that you’ve made your brand visible and have hit all the pillars of building trust. But sometimes, it still isn’t enough to reach the conversion stage. Customers have confirmed your legitimacy, but many prefer to learn more about you from a neutral party.
This is where you can leverage those trusted sources to bolster your own validity. Here are a few routes you can take:
- Media Spotlight – Print and digital mentions are a fast track to credibility. Appearances in Nikkei or industry-specific publications can increase this overnight.
- Partnerships – Make an effort to co-host seminars or make joint press releases with local publishers or agencies. If a Japanese entity trusts you, that trust trickles down to their customers as well.
- User-Generated Content – Word-of-mouth is old-school, but there’s a reason it’s still the most reliable form of validation. Real feedback from real customers goes a long way…best of all, it’s free.
How to Quickly LOSE Trust
Non-Japanese brands tend to overlook the little things, which can add up really quickly. The end result is a loss of trust that is often difficult to regain. Follow these simple tips to make sure you’re not endangering your public perception.
Over-Claiming Without Evidence
In competitive markets, everyone is looking to identify features that give them an edge. However, Japanese consumers are quite inquisitive. You can’t simply make a claim that can’t be verified. Your audience will grow suspicious and look elsewhere.
Be Specific
Give Japanese consumers information they can ruminate on. Flashy phrases like “advanced technology” don’t carry weight if you can’t provide examples.
Casual Language Could = Disrespectful
Using polite language, especially in the early stages, is the standard for Japanese acquaintanceships. Having a “friendly” tone may be interpreted as rude and unprofessional. Approach your audience with humility and reverence.
Put Your Trust in ICJ
Trust is a difficult metric to quantify, but it’s the biggest driver of success in Japan. If you take the time to properly localize your content, show proof of brand value and do these respectfully, expect positive results.
ICJ has won the trust of overseas brands for nearly 20 years, and we’ve helped many increase their profile in the Japanese market by optimizing trust signals to drive leads and conversions. We know the Japanese market inside and out, and can help you navigate the landscape.
