AXHUM’s Branding Theory

The ultimate purpose of branding is to build a distinctive and compelling identity unique to each company or organisation, thereby maximising its value.
Identity comprises two interrelated aspects: ego identity—the internal perception of “who we are” and “why we exist,” and persona identity—how that identity is perceived by the market and society.

However, in many Japanese companies, the relationship between these two aspects of identity is not properly managed.
External branding, which focuses on gaining market recognition, and internal branding, which fosters employee engagement, are often pursued separately and in isolation.
This disconnect weakens organisational identity and can lead to what might be described as an identity crisis.

AXHUM addresses this by uncovering the organisation’s underlying Identity Core and working together with clients to define a brand promise grounded in that core.
This process bridges ego and persona identities—driving genuine transformation and achieving extraordinary organisational growth.

The “brand promise” represents a powerful bond between the value a company provides and the expectations held by its customers, employees, and society.

Branding is a strategic process that defines this promise based on the unique nature of the organisation, delivers it to all stakeholders, and generates confidence and action.

At AXHUM, we uncover the brand promise by identifying the intersection between the company’s strengths and the expectations placed upon it—through deep dialogue with executives, employees, and stakeholders. This allows us to surface layered values and evenunspoken aspirations.

Rather than relying on superficial messaging, we clarify and give form to an essential and sustainable brand promise rooted in the company’s very reason for being.On the next page, we introduce the set of values that AXHUM believes are essential in uncovering this promise.