Breaking into the U.S. market is no small feat for brands, and what works abroad doesn’t always translate stateside. From cultural nuances to regional consumer habits, international brands face a complex landscape. Natalia Barclay, vice president of communications at Crowe PR, offers actionable insights for crafting PR strategies that resonate, build trust, and drive lasting growth in America.

Little Bellies

Launching in the U.S. is a massive opportunity, but it’s not always straightforward. Even the most successful international brands can struggle to cut through the noise, connect with the right audience and adapt to fast-changing trends. That’s where a smart, strategic PR strategy can make the difference.

If you’re unfamiliar with American consumer behavior or the fast-paced nature of this market, the journey can feel a bit overwhelming. Understanding the complex nuances of consumption patterns, media and cultural expectations, regulatory requirements and more, are essential to successfully entering the U.S. market. Establishing this groundwork enables brands to forge meaningful connections with American consumers, cultivate lasting loyalty and achieve sustainable growth.

But the good news is that you don’t have to go it alone! This is where a partnership with a strong public relations team becomes invaluable. They’re equipped to help you navigate everything from cultural nuances and regional preferences to digital trends and compliance regulations that require local insight and strategic expertise. Drawing on more than a decade of experience helping international brands establish and grow themselves in the U.S., I’ve compiled my top tips for global companies looking to achieve success stateside.

Know the Market Isn’t One-Size-Fits-All

The U.S. is incredibly diverse, not just demographically, but culturally, regionally and in terms of consumer priorities. What resonates on the West Coast might not land in the Midwest. While your brand’s values and identity should stay consistent, your messaging and market strategy should flex to meet consumers where they are.

Take spirits or ready-to-drink beverages, for example. You’ll want to launch in regions where social drinking is part of the culture. States like California, New York or Texas often provide a better launchpad than markets like Utah, where cultural norms and strict regulations may limit growth potential.

Build A Strong Media Foundation

Gaining widespread media attention in a new market doesn't happen overnight, even for established brands. Like building a house, media strategy begins with a strong foundation. For many brands, this means beginning with a more targeted approach, leveraging local or niche trade media outlets to build credibility and interest within specific communities.

An Italy-based pioneer in innovative food, Felicia made its North American debut with a mission to bring consumers a colorfood revolution through its better-for-you pasta alternatives. Felicia’s U.S. public relations campaign started by steadily building a media presence through coverage in niche trade and local publications, ultimately establishing a strong identity that resonated with the American market. This foundation earned them a spot on Fast Company’s “Brands Who Matter” list their first year stateside.

This groundwork not only helps you establish a footprint but also signals to journalists at national publications that your brand has gained traction, interest and relevance. Strategic PR teams know how to tell stories that resonate, build momentum across media tiers and connect brands with the right editors and publications from day one.

Influencers Are Your Fast Pass to Trust

Influencer marketing continues to play a key role in consumer decision-making in the U.S., especially when done authentically. Nano- and micro-influencers offer highly engaged audiences and a level of trust that’s difficult to achieve through traditional advertising. Influencers excel at reaching specific demographic segments, making them ideal partners for brands seeking to connect with niche communities across various regions. They not only increase brand awareness but also foster active engagement and conversions, creating a ripple effect that builds a solid foundation of trust and familiarity in new markets.

For example, Little Bellies, an Australian kids' snack brand, was looking to build consumer trust in the U.S. market. To accomplish this, they leveraged relatable, mom-forward influencer partnerships to introduce their products to the American audience. These real-life testimonials helped build immediate trust and brand familiarity, making their transition to the U.S. market more seamless. With real American moms endorsing these snacks, consumer awareness grew with positive sentiment and allowed Little Bellies to gain the confidence of their new, growing consumer base. When executed with a well thought out strategy, influencer campaigns can create a meaningful connection with your target audience and act as a bridge between brand discovery and long-term loyalty. 

Don’t Just Be Online, Show Up with Intention

Digital and social media strategy is more than a checkbox; it’s how today’s consumers evaluate your brand. In the U.S., digital engagement is everything. Brands are expected to not only have an online presence but also to engage with consumers across multiple channels, including social media, email marketing, website content and more. Consistency matters, and building a cohesive digital strategy that effectively conveys your brand’s identity, values and personality is essential to building loyalty and attracting a following. Whether someone hears about the brand in conversation, discovers it on social media, reads a media feature or sees an influencer’s post, all paths ultimately lead the consumer to your social channels and website.

By engaging a PR team, you gain an extension of your own operation; a specialized task force who can craft digital strategies that are both responsive to trends and aligned with long-term brand goals. Integrated PR professionals help ensure that every consumer touchpoint (from a media mention to your Instagram grid) reinforces the story you want to tell. It’s not just about being everywhere, it’s about showing up in the right way, at the right time, to the right audience.

That said, the environment is in constant flux and skepticism toward both media and influencers is growing. The key to mitigating this is authenticity. Consumers are quick to spot insincerity, so staying agile and refining strategies over time is crucial to sustaining digital engagement. The right team will help you adapt your strategy in real time to keep driving relevance and ROI.

Embrace Adaptability and Local Expertise

The reality is that people are resistant to change, but when bringing a global brand to the U.S. market, adaptability is vital. To hit the sweet spot of success, you have to be willing to innovate and push the boundaries of what feels natural, because what works well in one market isn’t guaranteed to work in another. That’s where local expertise becomes invaluable. PR professionals with on-the-ground experience can help you bridge cultural gaps, adapt without compromising your core identity and introduce your brand in a way that feels natural and credible, and resonates with consumers.

At the end of the day, great PR isn’t about translation, it’s about transformation. You’re not just entering a new market; you’re entering a new conversation, and with the right communications strategy and a willingness to adapt, international brands can grow faster, connect more deeply and thrive in the U.S. for the long haul.