Japan

JAPAN

Tone of Voice

Voice principles in Japan are directly tied to our global principles and brand strategy. We worked with language experts to identify key translations.

By using straightforward and human language.

What it means in English

Life is complicated. That’s why we’re upfront with customers, giving them selected tools and resources that help provide a clear understanding of exactly where they stand. 

What it means in Japanese

選び抜かれた  
(selected)

簡潔明瞭 
(clear and definite)

公正で率直
(honest and upfront)

By showing that we care and understand.

What it means in English

Empathy isn’t sentiment, it’s action. We show customers respect by communicating in meaningful ways that show how we understand what’s important to them.

What it means in Japanese

実行できる共感 
(actionable empathy)

敬意を払う 
(respectful)

意味のある 
(meaningful)

By incorporating relevant expertise.

What it means in English

We get to the heart of the matter. Never wasting time on trivial information, we inspire customers to see a wider perspective through clarifying guidance.

What it means in Japanese

本質的
(getting to the essence)

気づきを与える
(inspiring)

明確にする 
(clarifying)

By focusing on our customers’ future possibilities. 

What it means in English

We believe that the future is bright.
With optimism and a forward-thinking approach, we envision what’s possible for every customer and create the future together.

What it means in Japanese

未来を描く
(envision)

前向きな
(optimistic)

共創する
(create together)