How Global Brands Can Win in North America

Global expansion is a huge opportunity for brands in the professional trades — industries like construction, agriculture, utilities, landscape, rental and golf maintenance. But breaking into North America isn’t as simple as launching a product and expecting customers to follow. Many companies assume their domestic success will translate seamlessly internationally only to struggle with distribution, messaging and getting the attention they need.

Success in new markets isn’t just about having a great product — it’s about earning trust, building relationships and ensuring your brand feels at home. Here’s how to do it:

Double Down on Market Research

A product that dominates one region won’t necessarily take off in another. A successful global expansion strategy requires a deep understanding of customer behavior in each new territory.

Before launching, go beyond standard market reports. Talk to real buyers, visit industry events and get a feel for how competitors position themselves. The companies that succeed take the time to learn:

Who makes the buying decisions? It may not be the same role or title as in other markets.
What influences them — price, service, brand reputation? Different industries value different factors when choosing a brand.
How do they evaluate new products? Are recommendations, peer reviews or on-the-job testing most important?
What are their interests beyond work? Understanding what your audience is passionate about — whether it’s outdoor recreation, motorsports or industry organizations — can help you connect on a deeper level.

Without these answers, even a great product can struggle to find its footing. The brands that invest in true market understanding aren’t just better at selling — they’re better at building trust and long-term loyalty.

Prioritize Your Channel

Some brands want to sell direct. Others assume they’ll need a distribution and dealer network. The reality? It depends on what you're selling and how customers expect to buy it. The biggest mistake a company can make is forcing a model that doesn’t align with industry norms.

Understanding the landscape early prevents wasted time and resources on a go-to-market strategy that doesn’t fit. The best brands don’t just choose the most profitable model —they choose the one that aligns with how their customers expect to buy.

Equipment, tools and industrial products: A strong dealer network is key. Without it, adoption will be slow because buyers in these industries prefer to work with trusted, established suppliers. Dealers offer local sales, service and support, which can be the deciding factor for a purchase. Even if a brand wants to sell direct, they’ll need a plan for service and maintenance — because, in industries where downtime costs money, after-sales support is just as important as the product itself.
SaaS and tech brands: A direct model can work but only if there’s a localized approach to sales and support. North American buyers expect responsive customer service, clear pricing and proof a company will be around for the long haul. Without a physical presence, it can be difficult to build trust — especially for enterprise-level solutions where long-term contracts and integrations are involved.
Niche products: Manufacturer reps and industry partnerships can help open doors quickly. For a new brand, this can be the difference between spending years trying to break in or gaining traction within months.

Ensure Your Brand Feels Native

Brand perception isn’t just about product quality, it’s about how well a brand fits into the market. If customers sense something is off, they’ll hesitate — even if the product itself is strong. Here are a few common pitfalls:

Visual disconnect: Using images that don’t match North American job sites, workplaces or consumer expectations. Even details like safety gear, signage and work environments can make a brand feel foreign.
Tone misalignment: What sounds authoritative in one country might feel cold or unapproachable in another. On the flip side, an overly casual approach can come across as unprofessional.
Cultural gaps: Brand values and messaging need to resonate. A tagline or campaign that makes perfect sense overseas may not translate emotionally in North America.

At the same time, authenticity matters just as much as adaptation. Brands shouldn’t try to disguise their global roots — customers appreciate transparency. Your company’s legacy and expertise are assets, but they need to be framed in a way that feels relevant. The goal isn’t to erase who you are but to show how your experience, innovation and reputation make you the right choice.

North American buyers don’t expect a brand to be local — they expect it to understand them. The most successful global companies find the right balance: adapting where it counts while leveraging what already makes them great.

Get Noticed in the Right Way

In North America, reputation matters. Customers already have brands they trust, so you have to prove why your brand deserves attention.

Many companies enter the market with an aggressive sales approach, assuming discounts, promotions or advertising alone will create traction. But customers won’t take a chance on an unfamiliar name without a reason to believe in it. That’s why successful brands focus on earned trust over forced visibility. Here’s how:

Industry partnerships: Aligning with a known brand or distributor creates instant recognition. If a trusted company vouches for you, their customers are more likely to listen.
A strong trade show presence: Being at an event isn’t enough. You need to create an experience—whether it’s product demos, expert panels or strategic networking.
Collaborations with industry voices: Working with respected media outlets, influencers or trade publications can open doors that cold outreach never will.

North American customers aren’t looking for a hard sell — they’re looking for proof. The brands that earn their place in the market are the ones that show up in the right spaces, align with the right partners and provide real value before asking for the sale.

Take Your Time

Too many international brands enter the North American market expecting quick wins. Some try to compete on price, hoping lower costs will pull customers away from competitors. But audiences — especially in industries like construction, manufacturing and industrial tools — value longevity and service just as much as price.

Successful global expansion into North America isn’t about launching fast—it’s about proving you’re here to stay. The brands that succeed are the ones that show up, listen, adapt and build trust over time by:

Staying visible: Consistent presence at industry events and in marketing builds trust over time.
Investing in support: Customers need to know they can rely on post-sale service and technical help.
Building local teams: A North American sales force, service reps or even localized leadership signals commitment to the market.

Learn from a Brand That Got It Right

A great example of these strategies in action is Husqvarna, which has demonstrated a deep commitment to the North American market — now representing nearly a third of its overall sales according to its 2024 Q4 earnings report.

Rather than treating North America as just another sales region, the brand invested in industry relationships, took the time to understand its audience and positioned itself as a trusted name in landscape, forestry, and construction. Because of that, Husqvarna isn’t just present in North America — it’s accepted, relied on and deeply valued by professionals across multiple industries.

This shows that the companies that take this same long-term, strategic approach to expanding globally don’t just break into the market — they become part of it.

Is your company looking to launch in North America? Swanson Russell has helped brands around the globe successfully enter and grow within the market. Take a look at the work we’ve created, get to know our approach — then, contact us to see how we can help.