Our solutions
E2 Visa Branding and Marketing for European Entrepreneurs
We build the brand, website and documented marketing strategy your E2 business needs to present a credible commercial project and launch in the US. The legal case belongs with your immigration attorney.
Our job is different. We turn the business concept into something customers, partners and future employees can understand. That means a clear position, a professional identity, a functioning digital presence and a marketing plan grounded in the American market.
Those assets do not guarantee a visa decision. They give the company a more coherent commercial foundation and help you avoid arriving in the United States with approval to operate but no brand, website or plan for finding customers.
Royal Cheese Agency was founded through an E2 journey in 2018. We understand the pressure, sequencing and practical reality of building the business while the legal process moves forward.
What branding and marketing can do for an E2 business
The US government decides whether an applicant meets the legal requirements for an E2 Visa.
The official criteria include treaty-country nationality, a substantial investment committed to a real and operating enterprise, a business that is more than marginal and the investor’s role in developing and directing that enterprise.
You can review the current criteria on the US Department of State website.
Branding is not an independent eligibility criterion. A polished logo cannot fix an insufficient investment or a business that does not meet the legal requirements.
What brand and marketing work can do is make the commercial project more concrete:
- Define the US customer and problem
- Explain how the business will compete
- Give the company a credible identity
- Create a website people can visit
- Structure the first sales and marketing channels
- Document how the business intends to reach customers
- Prepare the founder to launch after approval
We build those elements in coordination with your attorney so the commercial story remains consistent with the legal and financial plan.
Royal Cheese was built through the same process
Royal Cheese Agency was founded in Los Angeles in 2018 after its founder, Olivier Gruère, had to rebuild his professional future in the United States.
The E2 process was not an abstract client problem. It was part of creating the agency itself.
That experience does not make Royal Cheese an immigration adviser. It does mean we understand the practical questions behind the file:
- How defined does the offer need to be before branding starts?
- Which assets should be ready before filing?
- How do you coordinate the agency timeline with the attorney?
- What can be built before the founder is physically in the US?
- How do you avoid paying for a temporary brand that needs to be replaced after approval?
- What needs to be ready for the first customers?
You can read more about the Royal Cheese story.
Our E2 branding and marketing process
01. Attorney-aligned commercial brief
We begin by understanding the business and how the legal process is being managed.
With your permission, we coordinate directly with the immigration attorney to confirm deadlines, terminology and the commercial materials that may be useful to the broader file.
Royal Cheese does not write the legal business plan or advise on eligibility. We focus on the brand, website and marketing components, then make sure those deliverables do not contradict the legal strategy.
Typical deliverables
Founder and business workshop
Review of the current business concept
Attorney coordination call
Deliverable and timeline plan
Commercial information checklist
Brand and marketing scope
02. US positioning and brand strategy
An E2 business still has to work as a business. We define the customer, market problem, offer and competitive position before designing the identity. This step often exposes gaps that are easier to fix before the website and sales materials are built.
The strategy answers:
- Who will buy?
- What exactly are they buying?
- Why should they choose this company?
- How is the offer different from US alternatives?
- Which proof can the founder bring from Europe?
- How will the company make money?
- Which market should it address first?
Typical deliverables
US audience definition
Competitive review
Positioning statement
Value proposition
Brand story
Offer and message hierarchy
Tone of voice
Initial go-to-market priorities
This work draws from our broader US brand strategy process.
If the project is an established European company expanding into America rather than a founder-led E2 business, see our full US market entry branding and marketing solution.
03. Professional brand identity
We turn the position into a practical identity the company can use from the first day.
The scope depends on the business. A founder launching a service company may need a focused system. A retail, hospitality or consumer concept may require a more extensive set of applications.
Typical deliverables
Color and typography
Visual language
Verbal identity
Lean or complete brand guidelines
Email signature
Presentation template
Social media templates
First print or sales assets
The goal is a brand built for the real US category, not a temporary identity created only for the application.
Explore our brand identity capabilities.
04. Website and digital presence
The website gives the business a public commercial presence and provides a foundation for future customer acquisition.
We build it around what the company can honestly offer at the current stage. If operations have not started, the site should not invent traction, locations, employees or customer claims.
It can still communicate the offer clearly, collect qualified interest and show that the founder has thought through the customer experience.
Typical deliverables
Native English copy
Responsive design and development
Lead capture form
CRM or email connection
Analytics setup
Basic SEO structure
Privacy and legal-page coordination
Founder and company LinkedIn setup
See how Royal Cheese approaches US website design.
05. Documented marketing strategy
The marketing plan explains how the company intends to reach customers once it can operate.
It should be specific enough to guide action and realistic enough to align with the budget, team and market. We do not create inflated projections to make a document look ambitious. The plan connects audience, channels, timeline and resources.
Typical deliverables
Channel priorities
Launch sequence
Content plan
Paid media assumptions where relevant
Partnership and local outreach ideas
Budget by phase
Marketing KPIs
First 90-day roadmap
Written marketing strategy for attorney review
The attorney decides whether and how this material should appear in the legal business plan or application package.
06. Launch preparation
If the client wants continued support, we prepare the brand for its first months in market.
That may include:
- Launch landing pages
- Initial content
- LinkedIn founder strategy
- Email sequence
- Local search setup
- Sales materials
- Campaign planning
- Marketing automation
The objective is simple: after approval, the founder should be ready to operate rather than beginning the brand process from zero.
What the E2 engagement does NOT include
Royal Cheese Agency does not:
- Assess E2 eligibility
- Recommend an investment amount
- Prepare or file immigration forms
- Write legal arguments
- Guarantee approval
- Replace an immigration attorney
- Promise that branding will reduce the risk of refusal
We provide brand and marketing services for the underlying business.
If you do not yet have legal counsel, find a licensed US immigration attorney before relying on any strategy for the visa itself.
When to start the brand work
The best timing depends on how defined the business is and when the attorney plans to file.
We will not promise a full project on an unrealistic timeline.
Three to six months before filing
This gives the team room to refine the offer, build the identity, launch a proper website and produce a documented marketing plan without rushing.
Eight to twelve weeks before filing
This is a common working window for a focused brand, website and marketing engagement. Decisions need to move quickly, and the scope should remain disciplined.
Less than eight weeks before filing
Contact us before assuming the full scope is possible. We may recommend prioritizing the strategy, essential identity, initial website and marketing document, then completing the broader system later.
Who this solution is for
This page is designed for European entrepreneurs who:
- Are working with an immigration attorney on an E2 strategy
- Are creating or buying a real US business
- Need a US-facing brand and website
- Want a marketing plan tied to the operating business
- Intend to launch after approval
- Can make timely decisions during the project
This solution is not appropriate when:
- The business concept has not been chosen
- The main need is legal or financial advice
- The founder wants materials that exaggerate readiness or traction
- Branding is being treated as a shortcut around a weak legal case
An early-stage company that is not tied to an E2 project can use our startup branding solution.
What you receive
The final scope varies, but a complete engagement can produce:
- US positioning and value proposition
- Visual and verbal identity
- Brand guidelines
- Website and native English copy
- Lead capture system
- Sales or presentation materials
- Documented marketing strategy
- Launch roadmap
- Source files and working templates
Every deliverable is designed for the operating company. The work should remain useful after the visa process is over.
Why work with Royal Cheese
We have built an E2 business ourselves
Royal Cheese Agency was founded through an E2 journey in 2018. We understand the urgency and uncertainty without pretending that personal experience replaces legal expertise.
We are based in the United States
The brand, website and marketing plan are created around the American market from Los Angeles.
We coordinate with the attorney
The legal strategy and marketing work should tell one coherent story. We establish communication early and respect the attorney's role.
We build beyond the application
The company needs customers after approval. The brand and marketing system are designed for that operating reality.
We can stay after launch
Royal Cheese can support the next stage through content, LinkedIn B2B strategy, SEO, GEO, YouTube and ongoing marketing.
E2 businesses we have supported
The projects below show how a business concept can become a working brand, website and marketing foundation for the American market.
Start with the business, then build the brand around it
Your attorney builds the legal case. Royal Cheese builds the brand and marketing system the company will need to face the market.
Book a free E2 Brand and Marketing CallFrequently Asked Questions About Our E2 Visa Branding Support
For technical questions about the E2 Visa itself – investment amounts, duration, benefits, processing times – we recommend consulting a licensed US immigration attorney. The questions below focus specifically on the brand and marketing support we provide.
Does professional branding improve the chance of E2 approval?
We cannot make that claim. Approval depends on the legal requirements and the facts of the case.
A professional brand, website and marketing plan can make the commercial project more concrete and prepare the company to operate. Your immigration attorney should decide how those materials support the broader application.
Do you prepare the E2 business plan?
No. We prepare the brand and marketing strategy and can provide a documented marketing section or supporting materials. The attorney or specialized business-plan provider remains responsible for the legal and financial document.
Do you work directly with immigration attorneys?
Yes, with the client’s permission. We coordinate on deadlines, terminology and deliverables while keeping a clear boundary between legal work and marketing.
When should we contact Royal Cheese?
Three to six months before filing is comfortable. Eight to twelve weeks can work for a focused project. If the deadline is closer, contact us so we can determine what is realistically possible.
Can you work with a business we are buying rather than creating?
Yes. The first step is to audit the existing brand and determine whether it supports the future position and US growth plan. The project may require adaptation, a refresh or a complete US rebrand.
What if the business concept is still evolving?
Some evolution is normal. We can help sharpen the audience, offer and position. We cannot build a useful brand around a project with no defined product, customer or operating model.
Can the website go live before the visa is approved?
Often yes, but the content must accurately represent the company’s operating status and must align with the attorney’s guidance. We do not invent customers, employees, locations or commercial activity.
Do you work only with French applicants?
No. We work in English and French with European founders. E2 eligibility depends on nationality and the current treaty-country rules, which should be confirmed with an attorney and the US Department of State.
How much does E2 branding and marketing support cost?
Current focused engagements typically range from $4,500 to $8,500 depending on the identity, website, marketing-plan scope and deadline. Larger websites or ongoing marketing are quoted separately.
What happens if the visa is not approved?
Royal Cheese cannot control the visa outcome. The brand, website and marketing materials belong to the client and can remain useful to the underlying business, subject to the client’s legal and operating plans.