LOG–LINE
A log line is the story that says your business in one line. It condenses your service’s appeal — whose problem you change, and how — into a single sentence: the North Star of your brand. Not ad copy, not a slogan, but the one line that becomes the axis of decision-making and communication.
01 A story for your brand
A partner that faces invisible and essential challenges together with you. Our track record of 200+ companies is built not only on numbers and personas: we portray how customers actually spend their day and with what emotions they decide — and then construct strategy on top of that.
02 A story that stays in one line
Corporate support through practical marketing training, AI training, and workshops. We compress a brand’s essence into a single log line — a core sentence you can use confidently across any channel.
03 A hands-on partner
Fluent not only in marketing but also in product development such as application development. A small, elite team that considers UI/UX from the viewpoint of today’s and tomorrow’s consumers. Grounded in creative thinking, we walk alongside you from both a management and an employee perspective. Brains with real execution power identify the essential issues. Marketers with an architecture background design behavioral environments, too.
What a log line means
Log line creation steps
LOG LINE
Understanding the current state / knowing where you stand
We organize the market, competitors, customers, and your story so far, to grasp “where you are now.”
Organizing the essence of the business (defining value and customer)
We articulate “whose problem you change, and how,” and extract candidate keywords. We define the customer as the protagonist — and the obstacle they must overcome.
Prototyping the log line
We create multiple drafts and test them from internal and external viewpoints (clarity, uniqueness, memorability). Aligning management’s vision with the reality of the field, we polish it into “one line everyone truly buys into.”
Designing how to use it (where and how)
We design concrete usage scenes as a set — web, sales materials, recruiting, advertising, and more.
Expected outcomes
Brands with a log line vs. without
In planning meetings, you can judge: “Is this in line with our log line?”
New hires and external partners can grasp the core of your brand and products in minutes
Messages across promotional initiatives stop drifting apart
Your brand accumulates as an asset over the mid-to-long term, and long-term action plans stay consistent
Word of mouth spreads
Log Line Training
Log Line Training
In 2 hours, build “a brand you can tell in one line.”
SHISEILABO offers a 2-hour intensive session in which we co-create your company’s own log line together with executives and the person in charge — walking through everything from taking stock of the business, to putting it into words, to how you will use it.
Examples of log lines
What’s Log Line
McDonald’s log line
The story of customers too busy to spend time on meals, who overcome their worry that fast food is “quick but sloppy and cold,” and finish a meal quickly and with peace of mind.
KFC’s log line
The story of customers looking for a meal for family occasions and special days, who overcome the fixed idea that fast food is a “light snack,” and make it the centerpiece of a festive table.
MOS Burger’s log line
The story of customers who want to choose ingredients they can trust, who overcome the worry that speed and safety cannot coexist, and enjoy a fast-food experience with domestically sourced ingredients they feel good about.
Consult us about Log Line Training
Step
Your role
Consult SHISEILABO. Tell us about your goals, objectives, challenges, and concrete plans.
Action by both companies
We hold a preliminary online meeting of 1–2 hours to align on the content of the session.
Training
We deliver the training tailored to your company.
The 2-hour training is ¥165,000 (tax incl.) for up to 30 participants.
How？
To drive each project optimally, we keep the number of companies under contract to a minimum — further strengthening our collaboration with you. Based on what you want to achieve, we understand your current challenges and organizational structure, and make proposals from a long-term perspective. Feel free to contact us by email with any inquiries or questions.
Log line details
About the log line
Service details