At Nomadia Inc our overseas clients are interested in making an impact in the US market. In short, they dream of becoming the next big American brand. Many are accustomed the mega-retailer environments and like Amazon and Ebay and some have been very successful using those platforms. However, as policies and market dynamics change small foreign brands now want more in control of their retail sales. They don’t want to be subjected to marketplace policy changes, ferocious competitive behavior (review manipulation), or dependent on a user experience they cannot control. They also want to be able to develop better relationships with customers. To do this, they need their own e-commerce sites and to control and protect their customer data.

Understanding American Consumer Culture

In order to understand the aspects of big American brands, so that we can build one, we have to first look at aspects of American consumer culture. The following are the forces that shape brand building behavior and serve as the crucible of success or failure. Let’s briefly run through brand culture elements:

Consumerism

Consumerism is a prominent aspect of American culture, with a strong emphasis on material possessions, luxury goods, and the pursuit of a high standard of living.

Brand Loyalty

Brand loyalty is deeply ingrained in American consumers. Americans love to exhibit steadfast commitment to their preferred choices and show a preference for established brands.

Advertising Culture

The US boasts a vibrant advertising culture. Marketers are creative, the techniques are persuasive, and they make use extensive use of mass media channels to reach consumers effectively.

Authenticity

Authenticity is highly valued by American consumers, who seek brands that are genuine, transparent, and aligned with their personal values and beliefs.

Personalization

American brands excel at personalization, offering customized products, tailored marketing messages, and personalized shopping experiences to cater to individual consumer preferences.

Innovation

Innovation is a hallmark of American brands, as they constantly strive to develop new products, services, and marketing approaches to stay ahead of consumer expectations and industry trends.

Responsiveness

The US consumer culture has fast-paced trends and evolving preferences. Brands need to be agile and responsive to shifting consumer demands.

Influencer-driven

Influencer culture holds significant influence in the US, with social media influencers playing a prominent role in shaping consumer perceptions, trends, and purchasing decisions.

Convenience

Convenience is a big deal to the American consumer. This has lead to the rise of fast-food chains, online shopping, and on-demand services that cater to their need for efficiency and time-saving.

Transparency

Transparency is a key expectation of US consumers, who seek detailed information about products, sourcing, manufacturing processes, and ethical practices from brands.

These distinctive aspects of branding and consumer culture contribute to the unique landscape in the US, setting it apart from other regions around the world.

Aspects of American brand building

Now that we’ve looked at elements of American consumer culture, let’s take a look at branding. Specifically, things that modern American companies are doing to build their brands in response to cultural forces.

Patriotism

American brands often incorporate patriotic symbols, colors, or themes to tap into the nation’s strong sense of pride and identity.

Cultural Diversity

America is a melting pot of cultures. Brands often celebrate diversity and inclusivity to resonate with the multicultural American society.

Entrepreneurial Spirit

The American Dream and the spirit of entrepreneurship are reflected in American brands. Common themes are often: emphasizing individualism, innovation, and the pursuit of success.

Brand Storytelling

American brands excel in crafting compelling narratives that evoke emotions and connect with consumers on a deeper level. Leveraging storytelling techniques creates a powerful brand experiences.

Boldness and Confidence

American brands are confident and bold in their messaging, visuals, and brand personalities. They embrace risk-taking and pushing boundaries.

Celebrity Endorsements

American brands frequently leverage the influence of celebrities and public figures to endorse their products or services. Many are experts at capitalizing on the culture of celebrity worship.

Brand Extensions

American brands successfully extend their core brand into different product categories. This helps them leverage brand recognition and loyalty to expand their reach.

Corporate Social Responsibility (CSR)

Many American brands prioritize CSR initiatives and social causes. They align their brand with issues such as environmental sustainability, social justice, and community engagement.

Brand Licensing

American brands often engage in extensive brand licensing, partnering with other companies to extend their brand into various products and industries.

Brand Evangelism

American consumers often become passionate brand advocates, actively promoting and supporting their favorite brands through word-of-mouth, social media, and online communities.

In summary

Overseas brands seeking success in the US market are realizing the need for more control over their retail sales and customer relationships. Understanding American consumer culture is vital in building successful American-style brands. In part 2 of this article (coming soon!) we’ll explore how to get started in building the next great big American brand. And as always, if you want a free consultation, drop us a note below.