Establishing a U.S. subsidiary is a huge step forward for international B2B companies. But many leaders make the mistake of thinking their established reputation at home will carry weight across the Atlantic. The reality? In the eyes of most U.S. buyers, you're starting from scratch.
Here's why that's a good thing and how you can turn this into a powerful growth opportunity. After all, you don’t want your company to be the Serge Gainsbourg of American subsidiaries.
In Europe or Asia, your company may be a known entity: trusted, stable and well-regarded. But in the U.S., that recognition often vanishes. American B2B buyers won’t place much weight on your achievements abroad. What matters to them is:
Assuming brand awareness transcends borders is like assuming everyone drives on the same side of the road. It leads to confusion and potentially costly missteps.
Low visibility in the U.S. means you're not even being considered in buying cycles. It leaves you vulnerable to better-marketed competitors, regardless of whether their solutions are superior. Without strong awareness:
If you lead sales but no one knows who you are, you’re setting yourself up to fail. Instead, the priority should be brand education. Awareness is the bridge to revenue.
Your messaging should reflect the pain points, language and cultural tone that resonates with American buyers. Don’t just translate your website but localize your value proposition.
Rather than go nationwide, start with one or two verticals or geographies. Narrow targeting helps build awareness faster and creates room for iteration.
Sharing insightful, relevant knowledge and thought leadership positions you as an expert and builds long-term trust. Speak directly to the challenges your U.S. customers face. Show that you understand their challenges, don’t just spout your product/service features.
In a world where more and more services are delivered by a bot or at a kiosk, many U.S. B2B buyers are amazed when someone simply picks up the phone. Responsiveness is part of brand perception—and a missed call can mean a missed deal.
Digital ads can amplify brand visibility quickly when paired with strong messaging. Don’t just drive traffic; drive curiosity and credibility.
Often, your champions are the technicians who use your products, but your buyers are the ones managing the P&L. Create tailored content for both: one for validation, one for value.
Too many international companies treat the U.S. like just another region on a global campaign. It isn’t. It’s a global market of four time zones (sorry AK and HI) that requires a dedicated strategy, team and resources. If you're not investing in localized brand building, you're likely wasting your time over here.
Brand awareness takes time, intention and iteration. But the payoff is exponential. Once you're known you move from just another vendor to a trusted partner.
And in the U.S. market, that's where the real growth begins.
Because American buyers often operate in a different ecosystem. Unless your name is associated with direct value in their space, they simply don’t know you yet. It is doable — just ask Toyota, Bosch, Philips or Corona.
Our advice? Start small. Take on 1-2 key vertical or geographic markets first; don’t go out of the gate nationwide. With focused effort, companies that have nailed their product-market fit in the U.S. can start seeing traction in as little as 6 months, but meaningful brand equity typically takes 12–24 months.
The short answer is: Yes. Especially one that will help you pinpoint and articulate your value proposition to American B2B buyers, and position you effectively within the U.S. market.
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