GX Framework
Section IIIC: Global HEART
Your brand MUST transform internally before you can think about expanding externally.
I love this part of GX. It's defining your brand's purpose.
It's clarifying your core values, then solidifying it into your company culture through training, hiring, and evaluations.
It's adding D&I and SDGs and tying it all together in a philosophy that's meaningful and aspirational for you, your employees, and your customers.
This (re-)branding step is when you start to separate yourself from the domestic competition. It's a critical turning point that puts you on the global stage. And this happens WHILE you are still in Japan.
Branding is the heart of GX.
More than buying cute products, global customers want to support brands with values that match their own.
Be a global brand in Japan
It might seem like a minor point, but take a moment to think about it.
A global brand (yours) operating in Japan has an advantage over a Japanese brand operating overseas.
This also sets you up to be a global brand operating globally when you're ready to take that step.
This is the time to combine the best of both worlds and make your heart unstoppable.
With a voice, face, and a heart, your brand is now ready to handle all inbound customers in Japan. You are no longer relying on luck. These inbound customers are now your intentional target. The next phase is to make inbound sales the majority.
Let's give your brand arms.