Launching Your US Brand in the UK

Top Tips for Success

Thinking of bringing your US brand to the UK? Smart move. The UK is a great market for expansion, and if you get your launch strategy right, you can build awareness quickly and gain strong market penetration.

But the UK market is different to the US. The UK market consumers have different habits, different humour and a different relationship with brands. Take Liquid Death as an example of a great brand that’s had to pull out of the UK proving what works in the US doesn’t always translate across seas.  

However, there are loads of examples of brands landing well in the UK so before we dive into the how to launch your US brand in the UK, here’s some context of why UK expansion should definitely be on your radar this year:

• The UK is the 6th biggest market in the world, making it a serious contender for international expansion and a gateway to Europe.
• Post-Brexit, and with a new government, there’s a growing push to welcome new businesses into the UK market.
• The UK ranks 3rd globally for VC investment, meaning there’s a thriving startup and investment scene.
• The UK isn’t just London. While London is a powerhouse, understanding regional and cultural differences across the country is crucial for success as national media means just that – it’s country-wide.

10 Things to Remember When Launching in the UK

1. The UK Market is Smaller but More Accessible

Compared to the US, the UK is a compact market, which means stronger market penetration is achievable much faster. If you launch well, you can establish your brand quickly.

2. You Need Boots on the Ground

You need someone in the UK who understands the competitive landscape, consumer behaviour, and market trends. Whether it’s an agency partner or a UK-based manager, having that local knowledge is essential to avoid missteps.

3. Localisation is More Than Just Spelling

UK media don’t want to see US English in press releases or content. Messaging needs to feel local, relevant, and editorial—not like a sales pitch. Know your audience, respect regional nuances, and tailor your approach accordingly.

4. The UK Media Landscape is Straightforward, But Tough to Crack

The UK media ecosystem—broadsheets, tabloids, lifestyle press, and broadcast—is relatively easy to understand. What’s tricky is getting coverage. Media relationships are key, and your pitch needs to be strong, non-salesy, and come with solid assets. Also, UK journalists prefer third-party spokespeople over brand reps for perceived objectivity.

5. Data and Insights Matter - A Lot

UK journalists love stats and insights. In fact, 37% of media won’t write about a product or service without data to back it up. Ask yourself: is this story genuinely relevant? It needs to be high-quality editorial, not an advertorial.

6. Editorial Blurring with Paid

UK media are increasingly being measured on clicks, engagement, and dwell time. Many publications are now integrating affiliate links into editorial, meaning the line between earned and paid media is getting blurry. Understanding this shift and targeting your media strategy to optimise is key.

7. Celebrity Endorsements Can Fast-Track Your Brand

If you want quick tabloid or lifestyle media traction, a celebrity face can help. But be mindful—credibility matters. Just because someone is famous doesn’t mean they’re the right fit for your brand. Social relevance is key.

8. Avoid British Stereotypes

Not all Brits are living a Downton Abbey life or channelling Bridget Jones. Keep your comms authentic, relatable, and trust-building—UK consumers see through anything that feels forced.

9. Be Prepared for Tough Media Questions

If your spokesperson is speaking to top-tier press like BBC or The Times, expect challenging questions. Journalists will want to know how your brand is adding value to the UK. Media training is essential.

10. Budget for Ongoing Awareness, Not Just a Big Launch

PR retainers in the UK are generally lower than in the US, but you still need to maintain momentum after launch. A one-hit wonder approach won’t cut it—awareness needs consistent effort to stay relevant.

Ready to Launch?

The UK is a great place to grow your business, but getting the right strategy, messaging, and local knowledge in place is key. If you’re looking at bringing your US brand to the UK, I’d love to chat…perhaps over a cup of tea. ☕