Transforming the changes in the automotive market into growth opportunities: Rebuilding the brand to connect sales, recruitment, and organization.

Before considering the expression of each product, Lionheart first organized its business objectives, market environment, technological assets, and organizational challenges. With the overarching objective of "contributing to society through technology that meets customer needs," they formulated a branding strategy that simultaneously strengthened sales activities, improved their image in recruitment, and unified internal values.

We identified our core strength as having a comprehensive range of processing methods, including turning, milling, cold forging, and rolling. Furthermore, our engineers, with over half a century of accumulated experience, can understand our customers' requirements regarding quality, cost, and delivery time, and respond flexibly through combinations of processing methods and technical proposals.

Rather than simply describing this value as "having abundant processing technology," we articulate it as "a company that combines the best products in the optimal form to meet the required conditions."Our main product is the steering lock component.Building on the impression of "fitting perfectly," we developed the tagline "Good things that fit perfectly" as a core brand element that can be expanded to any product or industry in the future.

Our tagline embodies our commitment to leveraging variability and adaptability to arrive at the optimal solution, our ability to precisely meet customer needs, and the clarity with which everyone in the company can explain, "This is what we are confident in."

Furthermore, we extended the same brand value across the company website, recruitment website, and brochures, organizing the target audience and the information conveyed according to each platform's role. This design seamlessly integrates sales, recruitment, and internal branding, creating a common foundation that supports the company's future growth.

In this project, starting with changes in the market environment, we took stock of our own technologies and experience and redefined Nissin Technis's value as "delivering the optimal solution to our customers through multiple processing methods and the expertise of skilled workers."

■ Establishing a common language for sales activities
By using a consistent brand message across the company website and brochures, sales representatives can easily explain not only the variety of processing methods but also the value proposition of "how to combine different technologies to address customer challenges." This provides a foundation for clearly communicating to potential customers, even those meeting Nissin Technis for the first time at trade shows, "what kind of company they can consult."

■ Conveying both stability and challenge to young talent
Our recruitment website aims to convey both the sense of security derived from our long history and track record in the automotive parts sector, and our future potential by challenging ourselves in other industries and new technologies. We have provided information that allows job seekers to specifically check the job content, workplace atmosphere, and their compatibility with the company, and the website is designed to reduce mismatches after hiring while creating connections with motivated individuals.

■ Making the brand the basis for internal decision-making
"Perfect Fit for Every Product" is both an external slogan and a shared phrase that embodies the values each employee strives for in their daily work. It clearly demonstrates our commitment to finding the optimal solution in terms of technology, quality, cost, and delivery time for our customers' needs, and serves as a common guideline to encourage cross-departmental collaboration and proactive proposals.

By conveying the same brand value across different touchpoints—the company website, recruitment site, and brochures—we are connecting sales activities, recruitment activities, and organizational development in a single direction. Each piece of production plays its role independently, while the more people interact with it, the deeper their understanding of Nissin Technis's unique identity becomes.

■ Towards the future: Meeting new markets through the combination of technologies
Electronic and advanced vehicle control systemsChanges in the automotive industry, including those mentioned above, will affect the demand for existing products, but they will also present an opportunity for Nissin Technis to expand its accumulated processing technology and experience into new fields. Moving forward, as they enter other industries, including medical and aerospace, and propose new technologies, we will support their challenge as a company that meets customer needs, starting from the core of their brand, "Perfect Fit for Quality."