Unifying a Diverse Japanese Manufacturing Powerhouse
Hitachi Asia, located at the heart of the world's most dynamic and rapidly expanding region, has experienced significant growth, expanding its reach across industries and regions. This expansion brought with it the challenge of ensuring all employees, particularly those from newly acquired subsidiaries, fully understood and were aligned with the Hitachi brand.
Recognizing the importance of a unified brand experience, Hitachi Asia launched its inaugural brand event which was designed to bring together employees from various regional offices to advance Hitachi's vision of "serving the world with Social Innovation."
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To effectively deliver this vision, Hitachi Asia enlisted Brandtative to develop and execute an educational and inspirational platform. Working closely with the Corporate Communications team, Brandtative created a program that was not only educational but also designed to be sustainable for future training needs. The event was structured to facilitate open communication and interaction among employees, removing hierarchical barriers and fostering a collaborative learning environment. Key components of the workshop included:
Historical Education: Educating attendees on Hitachi’s history and evolution to provide a solid foundation of the brand’s origins and trajectory.
Brand Values Training: Immersing employees in Hitachi's core values to help them understand and articulate how these values apply to addressing societal challenges through their work.
Visual Identity System: Detailed sessions on the brand’s visual identity to ensure consistent representation of the Hitachi brand across all regions.
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The inaugural brand event was a resounding success. Employees left with a thorough understanding of Hitachi’s history, its commitment to social innovation, and how these influence their day-to-day operations and long-term goals. They were also equipped with the knowledge needed to maintain brand consistency in their respective roles, crucial for a coherent brand experience globally.
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Following the event, there was a noticeable increase in employee engagement and brand loyalty. Employees expressed a renewed inspiration and dedication to advancing the future of business in Asia, fueled by a deeper connection to the Hitachi brand. This alignment was crucial as Hitachi continued to expand its influence across the region, ensuring that all employees were ambassadors of the brand, capable of delivering on Hitachi's promise of social innovation. The platform established by Brandtative also provided Hitachi with a repeatable model for ongoing employee education, supporting continuous brand alignment and engagement in subsequent years.