Expanding your brand into new markets is an exhilarating opportunity, but it requires more than a simple copy-paste approach. When considering the UK, US, and European markets, it’s crucial to recognise the complexities that exist beneath the surface. Success in these regions isn’t about just replicating what works at home; it’s about understanding and adapting to local nuances with intention and insight.
As an agency that has successfully guided brands through this journey, we want to share what we’ve learned along the way.
1. Local insight goes beyond translation
Localisation extends beyond mere translation; it requires a profound understanding of cultural frameworks and consumer behaviour within each market. For example, in the UK, communication often relies on understated nuances and social conventions, whereas in Germany, audiences tend to prioritise precision and empirical evidence in messaging. Meanwhile, in the US, persuasive narratives that appeal to individual values and aspirations carry significant influence. Recognising and integrating these distinctions is critical to developing communication strategies that resonate authentically and effectively with local audiences.
Our partnership with Eurowings exemplifies this principle. We immersed ourselves in the UK market, not merely observing but actively participating. This hands-on approach allowed us to gather real-time insights, ensuring that we were relevant and avoided clichés and pitfalls.
2. Be present in the market
A local presence can transform your strategy. While data and reports are invaluable, having someone on the ground makes all the difference. They’ll alert you to potential missteps, like launching your campaign on a national holiday or ensuring your marketing language doesn’t accidentally offend.
It’s not necessary to open offices everywhere; instead, focus on building partnerships that feel like an extension of your team. For Eurowings, we acted as their agile marketing unit in the UK. For other clients, this meant on-the-ground campaign management and creating content tailored to the local audience. At SWC, our partnership with UP There Everywhere has broadened our services by giving us the ability to leverage local experts from across the globe to deliver seamless, locally relevant marketing for clients across multiple markets.
3. Layers, not pages, in your strategy
Market entry is less about a dramatic launch and more about a series of calculated, micro-adjustments. When we helped SAE International enter EMEA, the strategy was to build a multi-layered approach that combined digital outreach, live events, and region-specific creative content. As we expanded in the US, we recalibrated our tactics once again.
4. Create native, not nautical, content
Don’t simply transport content from one region to another and hope it resonates. When aPriori expanded into EMEA, we developed tailored content ecosystems, producing materials that were relevant to each area. This included crafting emails in local dialects and scheduling webinars at convenient times for the audience.
There’s a significant difference between ‘localised’ content and content that is ‘locally made’. The latter builds a stronger brand connection and leaves a lasting memory with consumers.
5. Emphasise collaboration over delegation
The best expansion strategies hinge on collaboration rather than delegation. It’s essential to partner closely with your local counterparts, embedding ourselves in the decision-making process. This collaborative spirit allows us to align our strategies with your brand’s values while adapting to the local landscape.
Understanding the market is not something you can outsource. That’s why we prioritise co-creation, working hand-in-hand to map market behaviours to your brand’s strengths, testing and iterating quickly. In a complex and fragmented European landscape, a siloed approach is a luxury that can lead to costly mistakes.
Why this matters
- Trust is built locally. The further you are from your home base, the more you need to connect with your target audience
- Speed can make or break a campaign. Local partnerships enable quicker reactions, fewer errors, and smoother strategy adjustments
- ROI is tied to fit. When your strategy aligns with market needs, your returns will likely be much higher.
Are you ready to expand intelligently?
At our agency, we specialise in helping brands navigate the complexities of international growth with strategic insight and creative confidence. From bustling streets in Brighton to the vibrant culture of Berlin and from Boston to Brussels, we ensure your brand feels at home wherever it lands.
