Make Your Messaging Work in Japan: The Message House Framework

How We Ensure Consistency with Clear Messaging

What should we say, and how should we say it? This is a question every company must answer to communicate effectively, especially when operating in diverse markets with different languages and cultural expectations.

At TAMLO, with offices in Tokyo and London, we specialise in bridging this gap. We help companies develop and communicate their brand narratives with clarity, ensuring that their intended message is accurately conveyed across markets, whether in English, Japanese, or both.

As communication channels multiply, it becomes increasingly challenging to maintain consistency in your messaging. If different departments are saying different things, or if the tone and style of your communications vary from channel to channel, it can lead to confusion or even a loss of trust among your audience.

This is when the Message House framework becomes helpful. It’s a practical tool for organising and aligning your company’s core values, strengths, and messages into a single, clear guideline. This approach is just as valuable for global companies struggling with localisation as it is for domestic brands seeking consistency.

Common Communication Challenges Companies Face

At TAMLO, we frequently hear from companies, regardless of size or industry, that struggle with messaging. Their challenges are often familiar:

• Different departments send conflicting messages, with inconsistent tone and style.
• The brand story told on sales materials, recruitment websites, and press releases doesn’t match.
• The company’s core values aren’t clearly defined, and employees aren’t aligned on them.
• There is a gap between leadership’s vision and the way it’s expressed at the ground level.

The more communication channels you use, like social media, recruitment pages, owned media, press releases, and IR materials, the easier it is for inconsistencies to emerge.

The Message House helps by bringing clarity and structure to your messaging. Organising your values, strengths, and key messages into a coherent framework ensures consistent communication across all touchpoints, from PR and sales to HR.

But TAMLO’s support goes beyond just choosing the right words. We help clients understand who should say what, when, and how, ensuring your messages are distinct and impactful in Japan. 

The Narrative Workshop: Discovering Your Company’s Voice

TAMLO’s Message House process begins with conversation. Our Narrative Workshops are where we help clients uncover the words that truly represent their brand.

We bring together people from various departments, like PR, marketing, and sales, and guide them through a process of exploring key questions:

• What values does your company prioritise?
• What sets you apart from competitors?
• Does your company have any strengths that have not yet been clearly articulated?

During the workshop, participants use sticky notes to list keywords, phrases, and ideas, which are then visually arranged on a board. This helps reveal overlapping values, differing perspectives, and key insights.

For example, a phrase used nonchalantly by a founder might turn out to perfectly capture the brand’s values. Or, feedback from a customer service worker might reveal an untapped strength.

With experience working with clients from various industries, from global technology firms to manufacturing, TAMLO has refined its approach to finding the words that matter. Our expertise lies in not only helping you identify your key messages but also crafting them into language that resonates in Japan. 

A Message House Is Only Useful If It’s, Well, Used

A Message House is not an end in itself; it’s a tool for practical use. At TAMLO, we help clients turn it into an actionable strategy.

The Message House typically consists of three layers:

1. The Key Message: A single sentence that captures the company’s core values or direction.
2. Supporting Messages: Statements that reinforce the key message, providing background or details.
3. Evidence: Proof points that support the messages, such as case studies, statistics, or customer testimonials.

We then turn this structure into a practical guideline that can be used company-wide. But our support doesn’t stop at design. We also help clients turn their Message House into content, including:

• CEO messages
• Website copy
• Recruitment copy
• Company brochures and product leaflets
• White papers
• Blog articles
• Social media profiles and posts
• Ad copy

Having worked with both global and Japanese companies, we know how to balance global messaging standards with natural, local expression. Our experience with bilingual, bicultural projects has earned the trust of clients in Japan and internationally.

Words That Reflect Your Brand Are Words That Matter

A Message House is more than just a tool for organising information. It is the backbone of your brand’s communications. 

Without consistent messaging, even the best products or services can fail to resonate. But when your words are precise, your brand identity becomes stronger. It aligns internal teams and builds trust with external audiences.

If you want to clarify your company’s voice or have a story to tell but aren’t sure how best to express it for the Japanese market, TAMLO is here to help. From designing your key messages to helping you bring them to life, we’re your partner in creating a narrative that connects in Japan.