Becoming a Trustworthy Brand and Enhancing Engagement

Goals and KPI

2030

Goal

Create sustainable social value via co-creation with stakeholders through philosophy-based brand communication

KPIs

Conduct survey on corporate brand recognition and reputation

2024

Goal

Create a corporate brand that stakeholders support and choose

Initiatives

• Change trade name from Chatwork Co., Ltd. to kubell Co., Ltd. in July 2024
• Redefine the office as the place for fostering culture
• Update values and publish the culture deck “kubell COMPASS”

Approach and System

Strategies to Enhance Brand-Based Engagement

We help advance DX at SMEs in Japan with our mission of “making work more fun and creative” and our vision of “empowering everyone to work a step ahead.”

However, we cannot achieve our mission of “making work more fun and creative” and create sustainable social value without co-creating with our stakeholders. For this reason, it is important for us to undertake brand communication founded on our mission to convey the details of our approaches and businesses to a wide range of stakeholders and gain their support and empathy.

Brand Enhancement Structure

Our corporate branding is led by the HR Division, with our CHRO at the top.

Besides disseminating information to our stakeholders, the HR Division also strives to develop an organizational culture that allows our employees to easily work toward achieving our mission. We believe that a company’s culture is developed by every employee in the organization. Through communication with our employees, we are working to develop a unique culture that is essential for achieving our mission.

Main Initiatives

Company-wide General Meetings and Monthly Meetings

We hold internal events such as the “kubell CAMP” biannual company-wide general meeting for all executives and employees as well as the “kubell-ba” monthly meeting. At these events, we share our mission, strategies, and other information while providing all executives and employees with opportunities for diverse communication to increase employee satisfaction and engagement.

Brand Movie - “Chatwork: Change, Start”

We have created a brand movie to communicate the world we’re aiming to achieve with Chatwork to all of our stakeholders. It expresses our desire to be a company that revitalizes business by supporting each individual’s success with the power of technology.

We cannot convey the future that we wish to create with words alone. We want to share a touching story of how technology can connect people and enrich their lives by improving business efficiency and labor productivity. We hope that by sharing this story, we will be able to take the first step toward co-creation with our various stakeholders.

Click here to watch our brand movie.

Chatwork Brand Movie

March 1: Chatwork Day

For the 11th anniversary of the release of Chatwork, our core service, we thought it would be a good idea to create a special day that connects our company with users, and therefore established March 1 as “Chatwork Day.” We hope that Chatwork Day is a day to express our gratitude to our users and think together with them about work, something that we spend over half of our lives doing.

For fiscal year 2025, to commemorate the increase to 49 emojis allowed for Chatwork’s reaction function, we created a “Chatwork Emoji Reference.” In addition, when we held an event seeking submissions of users’ favorite emojis and sending them commemorative merchandise in return, we received more than 8,000 submissions during the one-month submission period. Through opportunities for mutual communication with users supporting Chatwork on a daily basis, we hope to further share our mission and vision with them.

Click here to view the designated site.

Designated Chatwork Day Site

Main Initiatives of Fiscal Year 2024

Change of Trade Name

On July 1, 2024, we changed our trade name from Chatwork Co., Ltd. to kubell Co., Ltd. Our business chat Chatwork has grown to become Japan’s largest business chat service in terms of registered IDs and companies in the approximately 13 years since its launch in March 2011. Chatwork has grown into a highly recognized brand, but its image as a business chat is strong, which is an issue for corporate brand enhancement. Going forward, besides business chat, we will also be strengthening our BPaaS business, among others. Therefore, we changed our trade name to show our strong commitment toward becoming a company that provides the necessary value for achieving our mission of “making work more fun and creative.”

We also established a group company named kubell partner Co., Ltd. in April 2024 to promote our BPaaS business, shifting to a structure that conducts business as a single company into one that uses synergy as kubell Group. The new trade name “kubell” embodies our desire to become a kindling (kuberu in Japanese) for the fire in the hearts of workers through our services. With this commitment, we will further accelerate our growth as the kubell Group.

New Trade Name “kubell” and Logo

In pursuit of our mission of “making work more fun and creative,” the new trade name “kubell” embodies our desire to become a kindling (kuberu in Japanese) for the fire in the hearts of workers. Our new logo also expresses the “heightened aspirations and desires” and “racing heartbeats” possessed by those who are working in a fun and creative way.

When conceiving our new name, we solicited opinions from employees regarding what is important to us and our aspirations for embodying “making work more fun and creative.” Drawing inspiration from their opinions, the internal project team carried out repeated discussions to arrive at a name that serves as an impetus for all kubell Group employees to take ownership over achieving our mission.

The Office as the Place for Fostering Culture

In July 2024, we expanded and relocated our Tokyo office to WeWork Nogizaka. Previously, our workspaces were divided across floors. By gathering everyone on a single floor, we create an environment that is conducive for fostering culture, such as having more opportunities for employees to interact and collaborate.

In this new office, we conduct monthly in-person training for new employees. They are given chances to personally experience kubell’s culture from their first day with the company through opportunities such as training by the CEO and other members of the management. Furthermore, we actively hold internal events in the office, increasing spontaneous interactions that are difficult to foster when working remotely. This accelerates the creation of new value toward achieving our philosophy and strategy, becoming a new source of our competitiveness.

Updating Work Styles in Line with Office Relocation

In July 2024, in conjunction with the relocation of the Tokyo office, we introduced a new work style that further emphasizes better productivity as an organization such as by promoting cross-departmental collaboration and cultivating and permeating a new culture. This approach is different from the previous work style where employees could choose between the office and their homes as their place of work. We have established a new attendance policy that is appropriate for this new work style, gathering departments and teams at the office to create more opportunities for active, in-person communication.

Updating Values and Publishing the Culture Deck “kubell COMPASS”

Together with the change of our trade name to kubell Co., Ltd., we also revised our values shared by all employees. This stems from our transition to a new growth phase, in which we make the new business of BPaaS a pillar of our company. By reviewing and strengthening the values we want to cherish as an organization going forward, we hope to enhance our competitiveness and nurture a unique culture that will support our sustainable growth.

Our main target is the field of DX at SMEs. It is a large market, but it is characterized by the poor efficiency of having to approach each individual company for sales. Under such circumstances, we seek to provide the benefits of DX to SMEs that face difficulties in promoting DX by achieving new and efficient operations through combining people and technology. To achieve this, it is necessary to have a culture that generates new value by synergizing knowledge and strengths in the two areas of people and technology.

New Values

With the update of our values, we have published our culture deck “kubell COMPASS” that clearly illustrates our culture and values to allow our stakeholders to learn about kubell’s culture. We will continue to conduct activities to gain the empathy and support of all stakeholders and not just our employees.
kubell COMPASS (in Japanese)
Background to the updating of our values (in Japanese)