Breaking into the U.S. market is one of the toughest but most rewarding journeys for international companies. In this Belly2Belly conversation, Bill Kenney sat down with Thomas Teger of Konzeptt1 to uncover the lessons he has learned from building companies, scaling globally, and guiding international firms as they enter the U.S.
Branding Matters from Day One
Thomas shared his experience of breaking into the U.S. market when helping launch Swatchbook, a startup that scaled quickly thanks to clear and consistent branding. From the logo to color schemes, nothing was left to chance. That attention to detail created instant recognition and built trust across markets.
The Feature Trap vs. Benefits
One of the biggest challenges Thomas sees is how technical companies communicate. Many international firms focus on product features. But U.S. buyers care about benefits. They want to know how a product solves their problems and why it matters to them.
Define Your Audience First
Thomas stressed that many companies skip a critical step. Before you can sell, you must know exactly who you’re talking to. Are you targeting designers, marketers, or sales leaders? Without that clarity, messaging becomes scattered and confusing.
Trade Shows Done Right
Trade shows are still one of the most effective ways to break into the U.S. market. But they can also burn through budgets fast. Thomas advises companies to start small and local, refine their message, and then scale up. Sending the right people also matters. Even major brands have missed the mark by sending booth staff who couldn’t communicate effectively with buyers.
Key Takeaway
Thomas’s advice is simple: Get your messaging right, define your audience, and show up with a brand that speaks clearly. Success in the U.S. starts with clarity and preparation.
Additional Resources
For more on messaging and branding, particularly for trade shows, we suggest reading Key Elements of an Effective Trade Show Booth
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.