Your price tells a story

The Two Shirts Scenario: Perceptions and Assumptions

Have you ever been faced with two seemingly identical products, but with vastly different prices? In most cases, our brain leaps to a quick judgment. The $50 shirt must surely be of superior quality, perhaps made of a finer fabric or boasting a designer label. The $5 shirt, on the other hand, might be seen as a low-quality, mass-produced option.

Similarly, in professional services, there’s a direct correlation between how we price our services and how potential clients perceive our value.

Delving Into Branding: Quality or Just a Number?

Consider the branding scenario. The two agencies have a tenfold difference in their quoted price. Logic might suggest that the higher quote indicates a more comprehensive branding package, expertise, or even better customer service. This isn’t to say that the $200 agency cannot provide quality service, but the stark difference in price certainly raises questions:

  • What services are included in the $2,000 package that aren’t in the $200 one?
  • Does the more expensive agency have more experience or a better portfolio?
  • Is the lower quote cutting corners or outsourcing?

Beyond Numbers: The True Meaning of Price

Price, in many ways, communicates value. It sets expectations. A higher price often indicates:

  1. Quality: Whether it’s superior materials in products or a more comprehensive and personalized service in the professional world.
  2. Expertise: Professionals who charge more are often seen as more skilled or experienced in their field.
  3. Exclusivity: A higher price can suggest rarity or a unique selling proposition that others don’t offer.
  4. Customer Service: Higher prices often come with better customer service, guarantees, or after-sales support.

Risks and Perceptions: What You Might Be Signaling

A low price, while attractive, can be seen as risky. Clients might wonder:

  • Are they inexperienced? A lower price might indicate a newcomer to the industry.
  • Will they outsource? This could compromise the quality or cohesiveness of the project.
  • Do they lack resources? Leading to potential challenges in project delivery.

Crafting Your Price Story: Striking the Right Balance

Pricing should not be arbitrary. It’s essential to:

  1. Know Your Worth: Understand the value you provide and ensure your price reflects it.
  2. Research the Market: See where competitors are pricing and identify where you stand.
  3. Communicate Value: Ensure clients understand what they’re getting for the price.
  4. Be Ready to Justify: If your prices are higher, be prepared to explain why.


Price is more than just a figure—it’s a story, a promise, and an expectation all rolled into one. In the world of business, it’s crucial to understand the narrative your prices are spinning, ensuring it aligns with the true value and quality you’re offering. Remember, it’s not about being the cheapest or the most expensive; it’s about ensuring your price tells the right story.

We use cookies to give you the best experience.