Most CEOs treat
pricing like it belongs to finance.
Input costs, markup, profit margin. Plug and play.
Logical. Neat.
And completely detached from how the market actually buys.
Because pricing
isn’t just a calculation.
It’s a signal. A story. A strategic move.
And when you
treat it like a spreadsheet instead of a positioning tool, you leave money and
market share on the table.
Your Price
Says More Than Your Ads
Pricing tells
the customer:
- What category you belong
- What quality they should expect
- How confident you are about your
product
- Who you’re really targeting
You can spend
millions on branding but if your price feels wrong, none of it sticks.
Premium price
but discount packaging? You confuse.
Low price but high-quality experience? You create disbelief.
Your price
either reinforces your brand or undermines it.
There’s no neutral ground.
Price Is a
Weapon. If You Know How to Use It.
You can:
- Use high pricing to signal
premium positioning (see: Dyson, Apple, Lululemon)
- Use introductory pricing to
break into a new market or hook first-time buyers
- Use tiered pricing to serve
different segments without cannibalizing your margin
- Use psychological pricing to
anchor perception before the customer even tries the product
But whatever
you choose, it must align with the brand. Or it backfires.
What Most
Companies Get Wrong
They set price
based on:
- Competitor rates
- Cost + margin
- Gut feel
They don’t
ask:
- “What is the perceived value to the
customer?”
- “What does this price say about who
we are?”
- “Can we defend this price with our
brand?”
The result?
They end up fighting on price — instead of building a brand people are happy to
pay for.
Want Pricing
Power? Build Brand First.
The most
valuable companies in the world don’t win by being cheap.
They win
because people trust them.
Remember them.
Believe they’re worth it.
That’s the job
of marketing.
So yes pricing
sits in the spreadsheet.
But if it’s not
connected to brand, it’s just a guess with decimal points.
Let us help. Call us now at +60378901079 or visit us at roar-point.com
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