Sep 15, 2023 10 min read Sarah Jenkins
The Psychology of Premium Positioning
"How to justify 5x higher prices by re-engineering your brand architecture and authority signals."
Price is a signal. When you compete on price, you're in a race to the bottom. When you compete on value and authority, you're in a category of one.
The Authority Gap
Premium positioning is about closing the 'authority gap'—the distance between how you perceive your value and how the market perceives it. This is achieved through strategic brand architecture and intentional signaling.
The 3 Pillars of Premium
To justify premium pricing, you must master three areas:
- Scarcity & Exclusivity: Not everyone can or should work with you.
- Outcome Focus: Sell the destination, not the plane.
- Aesthetic Excellence: Your brand must look as expensive as your service.
Premium clients don't want a bargain; they want a result. By positioning yourself as the definitive solution, you move from being a commodity to being a necessity.
Written by
Sarah Jenkins
