Positioning your brand in the United States is a key step in winning one of the most competitive markets in the world.
To be successful, it is not enough to come up with a quality product: it is necessary to create a targeted positioning strategy that takes into account local peculiarities, competition, and the expectations of American consumers.
An effectively positioned brand not only attracts the right target audience, but also creates a bond of trust with consumers, increasing the perception of value and fostering long-term brand growth.
In this guide you will discover how to develop an effective positioning strategy for the U.S. market, leveraging tools and data to tailor your product to local needs and maximize the success of your Export strategy.
What is Brand Positioning?
Brand Positioning is the strategy through which you define how your product will be perceived by consumers.
When we talk about positioning in the United States, the issue becomes more complicated because the U.S. market is highly competitive and diverse.
Brand positioning depends not only on price, but on a number of factors that include the perceived value of the product, its uniqueness, and how this is communicated to the consumer.
A proper positioning strategy makes it possible to precisely define the target audience and choose the right distribution channels.
Brand positioning: the VOSS case
A concrete example is mineral water: while many brands offer the product at a similar price, there are brands such as VOSS that decide to position themselves as high-end, offering the product at a higher price than their competitors.
VOSS’s is not a random choice; it is a conscious strategy that creates an image of excellence and exclusivity.
The result is that the product becomes desirable to a segment of consumers willing to pay more, but at the same time limits access to a segment of the market less inclined to spend as much.
Brand positioning, therefore, is strategically linked to the choice of pricing, which plays a crucial role in the perception of value.
Brand Positioning in the US: analyze the market and define the right internalization strategy
Defining positioning requires careful Market Analysis, which can be done through tools such as the Scouting Trip.
These activities help you understand where and how your product can compete in the United States, what geographic areas are best suited for your type of product, and, most importantly, what is the most appropriate price.
Brand Positioning in the U.S. is the result of careful data analysis and strategic choices that take into account the market and its dynamics.
Only through effective positioning aligned with your offering can your brand reach the right audience and be successful.
SKU code: what it is and why it is important
Stock Keeping Units (SKUs) are unique codes that identify individual products within an inventory management system.
Each SKU represents a specific item, with distinctive characteristics such as size, color, pattern, and type.
In Export to the U.S. strategy, the proper definition and management of SKUs is critical to operational efficiency and brand competitiveness, especially when entering complex markets such as the U.S.
The importance of SKUs is not limited to logistics management, but extends to business strategy: proper SKU selection makes it possible to monitor individual product performance, identify consumer preferences, and optimize inventory.
How to select the right SKU Codes for the US market.
When exporting to the United States, selecting the right SKUs is a strategic element: each market has specific preferences and may require product variants from those offered in the country of origin.
For example, the type of packaging, format, or even the technical characteristics of a product may vary to suit local tastes and regulations.
It is critical to do a thorough analysis of the market to understand which products are most likely to succeed in specific geographic areas of the United States.
Choice of SKU Codes Affects Investment and Logistics in Exporting to the U.S.
The choice of SKUs has direct impacts on investment and logistics.
At the investment level, defining which items to export requires an assessment of production, distribution, and marketing costs. In particular, some SKUs may need specific packaging or additional certifications (such as those for the FDA in the case of food products), which can affect initial costs and launch timelines.
In addition, SKU management affects logistics and inventory management: a large number of variants can complicate warehouse management and increase storage and distribution costs; in contrast, focusing on a small but strategically selected number of SKUs can optimize distribution flow, reduce transportation costs, and improve operational efficiency.
The definition of SKUs is not only an operational matter, but is a strategic decision that directly affects the effectiveness of the export strategy in the United States.
How to create a pricing strategy and boost product value in the U.S.
When developing a pricing strategy for exporting to the United States, the main objective is to balance profit margins with the consumer’s perception of product value.
It is important to remember that price is never just a numerical value, but is closely related to the perception of quality and brand positioning in the market.
Retail Price (Suggested Retail Price) vs. Wholesale Price: how to determine your pricing strategy in the U.S.
A key aspect of pricing strategy is the distinction between suggested retail price (Suggested Retail Price) and wholesale price.
The Suggested Retail Price is what the end consumer will pay in stores, while the wholesale price is what is charged to distributors and retailers, who will still have to make a profit margin: it is important that there is a balance between the two.
Competitive pricing analysis in the United States: how to avoid pricing error
Knowing the price of competing products is essential for defining an effective pricing strategy: each industry has a price range that defines its competitiveness.
If your product is too expensive compared to the average, consumers may not perceive its value. Conversely, a price that is too low may reduce the perception of quality.
Avoiding the price war in the U.S.: creating value and differentiation
One of the most common challenges in the U.S. market is the “price war“: price competition may seem attractive, but it can hurt profit margins.
To avoid a price war, it is important to communicate the added value of your product and focus on what differentiates it from the competition: whether it is superior quality, unique packaging, or innovative functionality, these factors justify a higher price.
The effective pricing strategy for exporting to the U.S. is based on a careful balance between margins, value perception and competitiveness.
For this reason, analysis of market data, consumer preferences, and local dynamics is crucial.
Effective positioning, SKUs, and pricing for U.S. export success
Strategic integration between brand positioning, SKU definition, and pricing strategy is critical to achieving concrete results.
Any decision regarding these aspects must be made with an overview, because each has a direct impact on the others.
Effective brand positioning must be supported by strategic SKU selection and a pricing strategy that reflects product features and market expectations.
For example, if you want your product to rank in the upper-middle range in the U.S., you will need to choose suitable SKUs and set a price that reflects product excellence. The wrong choice in any of these areas could compromise the very positioning of the brand.
To properly integrate positioning, SKUs and Pricing, it is essential to have concrete data from the market.
Tools such as market analysis (to learn about local dynamics and consumer tastes) and scouting trips (to directly observe competitors and distribution channels) are key to gathering vital information.
The overview allows each choice to be aligned with the target market and to communicate the right value to the consumer.
Why monitoring and adapting brand positioning is crucial in the U.S.
The U.S. market is constantly changing, and to be successful in exporting you must constantly monitor the results of your strategic choices and adapt your offerings in response to market changes.
Once the brand is positioned and products are distributed, it is critical to monitor performance in real time.
Data analytics tools, such as Google analytics platforms and sales reports, can help you understand how consumers are responding to your offer.
The ability to track and analyze sales, preference and feedback data allows you to intervene early when needed and optimize your strategy.
For example, if you notice that a particular SKU is not performing as expected, you may decide to revise the pricing, packaging, or distribution to improve results. Similarly, if a product is successful in certain geographic areas, you may want to expand its distribution or promotion in those areas.
Do you want to position your Brand in the USA? Contact us for a personalized consultation and start building a winning Export to the US strategy now.
