The Message House: Why It’s An Essential Localisation Tool

The Risk of Inconsistent Messaging That Undermines Trust

With more platforms for sharing information than ever before, companies today are being tested on their communication capabilities. From websites and social media to press releases, sales materials, and conference presentations, the range of communication channels is vast. But without consistency in your communication (which is precisely what the message house addresses), your brand and values may not be conveyed accurately, which can confuse your audience.

This challenge becomes even more pronounced in international contexts. When global messages are directly translated into Japanese without a thoughtful narrative structure, subtle misalignments or tone mismatches can occur. These gaps can unintentionally confuse Japanese audiences, who tend to value clarity, depth, and consistency in communication, especially from corporations.

If different departments within a company deliver conflicting messages—or if the tone of your Japanese messaging differs significantly from your global voice—trust can quickly erode. A structured approach like the Message House helps bridge these gaps.

The Power of Narrative in Localisation

Corporate messages should be more than just catchy phrases—they should form a consistent and culturally relevant story. That’s where the concept of a narrative becomes essential.

A narrative is a structured story that conveys your company's mission, purpose, and societal role. Even if you have well-articulated global values, they can lose impact when directly translated into Japanese without adapting to cultural expectations. Organising your values into a narrative helps make your message more relatable and trustworthy to Japanese stakeholders.

Take, for example, a company with a mission of "achieving a sustainable society". If that message isn’t backed by tangible initiatives and communicated in a way that resonates locally, it may come across as vague or idealistic. However, by sharing real stories, initiatives, and data points within a coherent narrative, the message becomes credible and compelling.

The Message House is the foundation for crafting and localising these narratives in a structured way.

What Is a Message House?

The Message House is a framework that helps companies structure their messaging in a way that is consistent, clear, and adaptable across markets. 

The framework is often visualised like a house, consisting of:

• The Roof: The core message – a concise statement representing your brand's essence. This message serves as the anchor for all communications.
• The Pillars: Supporting messages that reinforce the core message with more specific proof points. These can highlight your company’s strengths, innovations, or social impact.
• The Foundation: Concrete evidence and data that back up each supporting message. This might include success stories, case studies, statistics, or third-party validation.

By using this structure, companies can ensure that their Japanese messaging remains aligned with their global positioning while being tailored to local expectations.

Benefits of the Message House in the Japanese Market

Using a Message House offers a range of benefits, especially when communicating in Japan:

• Consistency across teams and channels: A shared framework helps internal teams, including local Japanese teams and global headquarters, maintain a unified voice.
• Stronger cross-functional alignment: When everyone is aligned on messaging, collaboration across marketing, sales, and PR becomes more seamless.
• Greater resonance with local audiences: Carefully structured narratives are more persuasive and easier for Japanese audiences to understand and trust.
• Improved crisis communications: In times of uncertainty, a predefined message structure enables fast and coherent responses, helping maintain trust.

TAMLO’s Approach to Building Local Narratives

At TAMLO, we help companies localise their global story for the Japanese market through a step-by-step process that includes narrative development, Message House creation, and content execution. Our bilingual, bicultural team ensures that the final messages strike the right tone and carry the intended meaning.

Step 1: Narrative-Building Workshop

We begin by running a collaborative workshop with the client to explore how their global story can be adapted for Japan. We consider market differences, cultural expectations, and message preferences specific to Japanese audiences.

Step 2: Organising Information and Identifying Local Strengths

Together with the client, we uncover differentiators and gather relevant evidence. This includes:

• Identifying the company’s strengths in the Japanese context
• Collecting case studies, testimonials, and success metrics relevant to the local market

Step 3: Designing Key Narrative Elements

Based on the information gathered, we define key elements such as:

• Unique strengths/selling points
• A core message tailored for Japan
• Suitable tone of voice/style 
• Priority areas for communication in the Japanese market

Step 4: Creating the Message House and Developing Content

Once the Message House is built, we create content that brings it to life:

• Crafting executive messages or spokesperson scripts
• Revising Japanese-language profiles and bios for social media
• Creating white papers, case studies, and web content tailored for Japan

Building Trust Through Consistent, Localised Messaging

In a market as nuanced as Japan, simply translating global messages isn't enough. The Message House framework allows companies to clarify and localise their narratives while maintaining alignment with global strategy.

A strong local narrative enhances brand trust, improves marketing outcomes, and ensures your message resonates with both internal teams and external audiences. Whether you're entering Japan for the first time or refining your existing communications, a Message House can serve as the foundation for long-term success.

At TAMLO, we offer end-to-end support, from narrative creation to content execution, designed specifically for companies looking to communicate more effectively in Japan. If you're ready to elevate your messaging, we’re here to help.