Expanding a brand is always a good idea, and it comes naturally as the next step for any succeeding company. Marketing outside your country is sure to have its challenges, but marketing in the U.S. is an entirely different beast.
Before you jump into the American endeavor, decipher if such a large leap is worth it for your brand at this moment, because if its not, you could lose money, time and sanity.
It doesn’t matter what your brand is; cosmetics, marketing, food, etc., or how large the company is. There are many changes that come along with marketing towards American consumers. You need to figure out if the struggles are logical to take on during your brand’s current status.
So what status is fit to market in the U.S.? It’s all about intuition. There’s no manual or rule book for when a brand is ready for a large expansion, but you most likely will know.
Don’t overlook one of the most important parts of expansion – accurate projections. Your company needs to have a substantial amount of savings and finances coming in at a consistent rate. Marketing to the U.S. is expensive and there are nasty, hidden and inevitable fees that pop up unexpectedly while running a business in the States, therefore you must be prepared, and your brand must be financially equipped to handle these obstacles.
Another aspect to consider when deciding to expand is if you have enough time and manpower for this change. American consumers are demanding and marketing towards them and having them as customers will be time-consuming. You need to have a fully functioning, invested team who is willing to learn every step of the process as well as ready to handle customer service.
Is your industry thriving in the U.S.? If not, you need to reconsider marketing towards Americans, or you need to create a marketing plan on selling your product/service in the U.S. Marketing your brand as a unique and foreign, yet trustworthy company has its benefits – as long as you do it right.
Know the technology you will need in order to market in the U.S. You may not have the necessary software or products that are essential in running a business in the States. If this is the case, find out what it is that you need and learn how to use it. If it is too expensive or too complicated, your brand may not be ready to take on this expansion.
The opportunity to market in the U.S. is sure to boost sales and expand your brand, but know what it takes, and if it’s a viable option for your company before you take the jump.
To learn more about knowing if your brand is ready to market to the U.S., register for our Webinar, “Heard in America” on our website,