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Contact UsNicole Levings - agency founder, brand strategist, marketing hero.
Nicole Levings, international brand & marketing strategist, has spent 20 years working with businesses in the UK and USA.
Nicole relocated to Los Angeles in 2015 to set up, manage and lead two marketing agencies, winning contracts across the USA, operating at C-Suite level from MNC’s to start-ups.
Now back in the UK, Nicole is using her vast experience from the US to support her clients in their ambition to expand into North America.
Q: How to expand your brand into North America?
6 out of 10 UK SMEs are currently considering establishing a presence in North America. Between 42% and 56% fail in their attempt. To avoid being that statistic, preparation is key!
1) Why?
Really ask yourself why you want to expand or export to the USA? Get clear on your why, as this will help you to make business & immigration decisions along the way.
2) Don’t expect to “take America”
For context, California is larger than the UK alone. Do your research to find out where your key target audiences are, and start with those states, small bites at a time.
3) Marketing & comms
We may seemingly share a language, but there’s nothing similar when it comes to UK & US English, let alone the 50 states which may as well be their own countries. Each one has their likes, dislikes and local nuances. Just ask the directors at Tesco!
4) Analyse
Ensure you have done a thorough competitive analysis so that you can position your products or service appropriately in the market.
5) Is it viable?
Is the brand viable in North America? Does the name work? Does the positioning work? How about the tone of voice and messaging? You may need to revisit your brand story and what makes it unique in a competitive market-place. Think about your global strategy.
6) Seek support
Don’t expect to conduct business in the exact same way as you do in UK. Work with a professional partner who can advise you on immigration, set up, and local regulatory business areas such as Banking, Taxes, Accounting, Incorporation, HR, Offices, Distribution etc. The support is there to help you.
Nicole's final words of wisdom...
"As someone who has been there, I know how daunting it can be, but don’t let the unknown interrupt your ambition to conquer this massive step. Work with people who have the knowledge. Prepare, be focused, and you phenomenally rewarding!"
An invaluable piece of advice this week form Nicole. We'll be back soon with more insightful hacks, tips and tricks!
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