The Bits and Pretzels conference, held in Munich last month, was a must-attend for European startups. And for those looking to expand into the UK, the session How to Master a UK Launch: Craft Your Story, Drive Brand Fame led by Lydia Hoye, Founder and Managing Director of Bound to Prosper Communications offered the opportunity to learn from experts how to successfully launch to the UK market.
The panel session included TFN’s Founder and Editor-in-Chief, Akansha Dimri as one of the members and Rob Reames, Managing Director at Shaken Udder and former VP Europe, Planted. Here, we share the key advice shared by panellists for those looking to overcome the post-Brexit challenges and conquer the world’s sixth-largest economy.
Have a great story and purpose
Reames opened the session by highlighting the importance of having a story that resonates with your market. “I’ve rolled out launches across different markets and one of the main challenges is understanding the market audience to make the product fit,” he said.
The key, he suggests, is identifying a message that resonates with the UK audience. “You can bucket good launches into the UK into three categories,” he explained.
“The first is brands that have purpose. Think Tony’s Chocolonely — us Brits love an underdog and a cause to believe in, so Tony’s hit those points brilliantly,” he said.
The second area is health and well-being. Here, he cited plant-based manufacturer Alpro, saying, “Alpro’s heartland message is on health, doubling down every January for many years before there was a Veganuary.”
Finally, he suggested that even duller products can succeed, if you can find something to excite consumers. “I like what Mutti are doing to create premiumisation in the historically boring tinned tomato category in the UK, and piggybacking on a pasta revival also helps!” Reames explained.
Understand the market you are entering
Lydia Hoye, Founder and Managing Director of Bound to Prosper Communications, echoed the need for a compelling story, but stressed that a great brand launch had to be rooted in a deep understanding of the market.
“Launching in the UK is an exciting prospect to grow a business and see significant gains,” she said. “But it requires more than just translating your brand messaging.”
“Data informed and audience relevant stories, plus a super smart LinkedIn strategy, should be high up on the agenda of any Founder looking to launch in the UK,” she added.
In essence, brands must ensure that their impact isn’t lost in translation. Instead, it is translated to create a narrative that is focused on its cultural audience, helping to build attachment and loyalty to the brand.
“European brands expanding into the UK need to understand the cultural nuances, leverage local partnerships, and adapt to the competitive, fast-paced market,” Hoye said. “It’s crucial to engage authentically with British consumers, who value transparency and strong brand storytelling.”
However, Hoye added that it was also important to understand how competitors were telling their stories. Startups should “know how, when, and where their competitors are being featured in the press,” she said. And they should all be confident they have the investment they need to make an impact in a competitive media landscape.
Navigating the UK media landscape
Dimri stressed how important it was to understand the UK media. Like Reames and Hoye, she said it was important not simply to translate and transfer, but to align their media strategy with the market they were addressing.
On a practical level, she said, it was about good technical communication, “avoid sending press releases in non-English or poorly translated English,” she said, since these were rarely picked up.
However, she added that it was important to understand UK media followed UK consumers in looking for purpose, “recognise the diversity of the London tech journalist community, and be inclusive,” she said.
Commenting that the fintech, healthtech, and AI sectors were all strong in the UK, she highlighted that journalists often look under the core product, writing about things like its potential societal benefits, or the make-up of the company. She noted that, as a female founder, there was a significant gender disparity, and that addressing that made startups better, but also had the added benefit of opening interesting angles for stories.
Finally, her advice to start-ups was to look towards the UK for partners. “Consider hiring a UK-based PR agency,” she said. “You’ll get better coverage, trust me!”
Strategies for a successful UK launch
The strategies suggested could apply anywhere, the important factor is to get the details right for your market, whether it’s the UK or somewhere else. In short, the approach is to have a compelling story or purpose behind your product, fully understand the market you are entering, and how that story or purpose is explained. Finally, ensure you have the media strategy that works in that market, so your message is amplified by the relevant media.
The UK remains a major market, and for those hoping to expand into America, can be a key stepping stone. Success, however, is rooted in how you engage with the market. “Launching into the UK isn’t just about understanding the market,” concluded Reames, “it’s about being willing to adapt and pivot your offering to truly connect with the audience.”
This article is part of a media partnership with Bits and Pretzels. For partnering opportunities, contact akansha@techfundingnews.com or sales@techfundingnews.com.
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