Building a brand in the US

Investment Fix is a podcast series from New Zealand Trade and Enterprise (NZTE) for New Zealand companies in growth mode, needing to understand their investment options.

This season, host Dylan Lawrence dives into the US market, considering the opportunities it holds for New Zealand companies, what it takes to grow a business and build a brand there, and how to secure the funding needed to make it happen.

This episode features US-based Kiwi and brand building expert Kirsty Traill, and Eva Goicochea of maude – one of the most successful and VC-backed sexual wellness companies in the world. They explore how to build a global brand, the role it plays in raising capital, and how companies from Aotearoa can make their brand stand out in the US.

Here’s a ChatGPT precis for episode two, building your brand in the US or listen here.

The podcast opens with a discussion on the nuances of building brands in the US for SaaS versus consumer products businesses. Traill says understanding the target audience, market trends, and the need for personalised strategies is especially important in the diverse US market. Goicochea, on the other hand, stresses the significance of partnerships, highlighting maude's entry into French multinational retailer Sephora as a strategic move to position sexual wellness in beauty retail.

The conversation then covers the role of digital and online brand presence, with Traill highlighting the necessity of investing in digital marketing efforts for effective business operations. Goicochea adds that for consumer products, an omni-channel strategy, including partnerships with the right retailers, is crucial. They discuss the challenges and opportunities in building a brand through community engagement and understanding cultural differences between the US and NZ, showcasing maude's success in leveraging content marketing to create a platform that goes beyond transactions. 

Both guests emphasise the importance of understanding investors, maintaining constant engagement, and building a solid brand foundation. Goicochea highlights the role of brand in filtering out potential partners who might deviate from the company's vision, emphasising the need for alignment between investors and brand values. Traill sheds light on what investors look for, emphasising the significance of solving a substantial problem and creating sustainable differentiation. She also underlines the power of a compelling brand story that connects with investors emotionally. 

As the speakers look to the future, Goicochea envisions maude becoming a globally accessible brand in the beauty industry, while Traill expresses her commitment to supporting portfolio companies and contributing to the growth of New Zealand businesses in the US market.