Square
Brand Consulting for Mobile Payment Pioneer
btrax helped Square expand in Japan by localizing brand strategy, marketing copy, and user materials. We conducted market research and competitor analysis to align Square’s success with Japanese market needs.
INDUSTRY
Ecommerce, Internet
TARGET MARKET
Japan
DELIVERABLES
Innovation Booster Brand Localization
Challenges
Adapting Square’s successful US market strategy for the Japanese market, known for its competitive mobile payment environment.
Ensuring that Square’s branding and marketing materials resonate with Japanese users and align with local preferences and expectations.
Our Approach
Conducted thorough research to understand the Japanese market landscape, user needs, and competitor strategies.
Analyzed local competitors to identify opportunities and gaps in the market that Square could leverage.
Developed a Japanese brand direction guideline to align Square’s brand messaging with the local market.
Translated and adapted Square’s brochure for merchant users to make it culturally relevant and effective. Crafted high-level marketing copy for Square’s new Japanese website.
What we provided
To facilitate Square’s business expansion, btrax conducted Japanese market research, competitor research, brand consulting and copywriting.
We produced a Japanese brand direction guideline, localized Square’s brochure for merchant users, and crafted high-level marketing copy for a new Japanese website.
Our Impact
Our efforts drove Square user growth in Japan’s 47 prefectures, despite a highly competitive mobile payment environment. Square was featured at interactive booths in BIC Camera, one of the biggest electronic stores in Japan.
