The wonderful world of Japanese brands: when simplicity rules

By Saskia Rock, Managing Director, Senior Consultant & CTI-Trained Coach at the Japan Consulting Office

When I went grocery shopping while I lived in Japan, what really struck me was the very simple way some brands or companies were named. Of course we know world famous brands like Muji (No Brand) and Uniqlo (Unique Clothing) but the most interesting and fun (to me) were the products I bought for daily use. In a society where so many things are vague, I found the direct no-nonsense naming of these products entertaining as well as the easy choice when faced with a multitude of competing products.

In a word, especially in a range where choice can be stifling, simplicity can often be the most effective strategy. In Japan some of the most trusted brands have straightforward names that directly describe their products. It's easy to incentivize customers in a hurry to simply go for the product that directly says what it does. Here are a few you can find in my house:

1. Arau (アラウ)

Arau is a popular brand known for its natural soap products. The name "Arau" comes from the Japanese verb "arau," which means "to wash." This straightforward naming reflects the brand's commitment to cleanliness and purity, making it immediately clear what the product is designed for. Arau's focus on natural ingredients further enhances its appeal to health-conscious consumers.

2. Tekirei Sekken (テキレイせっけん) made by Shabondama Sekken (シャボン玉石けん）

Tekirei Sekken translates to "clean hand soap" in English, making it an apt name for a line of soap products. This brand, made by a company literally called "Soap Bubble Soap Co.", emphasizes efficiency and effectiveness, promising consumers that its products will deliver optimal cleanliness without unnecessary complexity.

3. Kirei (キレイ)

Kirei means "beautiful" or "clean" in Japanese and is commonly used for various beauty and personal care products. Brands like Kirei focus on the idea of enhancing beauty through cleanliness and care. The simplicity of the name makes it memorable and easy for consumers to associate with quality personal care.

5. Shiro (シロ)

Shiro translates to "white," often associated with purity and simplicity. Brands like Shiro offer skincare products that emphasize natural ingredients and minimalism. The name conveys a sense of cleanliness and straightforwardness, appealing to consumers looking for uncomplicated beauty solutions.

If you're thinking of selling in Japan, successfully naming and marketing your product or service obviously hinges on understanding the cultural nuances and consumer preferences that define this unique market. If you embrace simplicity in your branding and can focus on authenticity, I think you can create a strong connection with Japanese consumers.