Becoming more expensive? Then make sure people can feel it.
Hey Brand fan,
You want to charge more in 2026?
Fair enough. Inflation, quality, effort—all understandable reasons.
But:
What your customers understand is not your reason—it's whether they feel the value.
And that is created through branding.
🧠 Price is psychology.
People pay more when it feels like they are getting more.
When the website screams premium.
When the packaging looks like it belongs in a boutique.
When the product photo doesn't look like an Amazon listing.
Meaning:
If you play for value, you have to see the value. And feel it.
💡 Two who got it:
🥤 J. Hornig
A simple coffee—but branding makes it feel more like a concept store than a supermarket.
→ Clean design, bold colors, no coffee kitsch.
→ And the prices? Well above average. Still, you want it.
🧼 Dr. Bronner's
Soap that looks like a manifesto. Covered in writing, bright, wild—but somehow cool.
→ The look: unique. The language: full of attitude (the good kind 😉).
→ And the result? A classic for anyone looking for more than just soap.
🎯 What you can take away for your brand
1️⃣ Design ≠ decoration
If your look appears "cheap," don't be surprised if no one wants to pay a high price for it.
Swap "nice" for "wow." People will pay if it feels special.
2️⃣ Language = Positioning
No discount language. No "We are cheaper than...".
Instead: What changes with you? How does your product feel?
3️⃣ Experience = Value
Post-Purchase is the real test:
A nice delivery note.
A QR link to a playlist.
Packaging you want to keep.
This is not an extra. It's a price tag in the form of branding.
💬 Quick check for you:
– Does your brand look more expensive than it currently is? Good job.
– Or does it look like €9.99 on Wish? Then you'd better try again.
🏁 Conclusion
You can demand more.
But your brand has to deliver on that promise.
Because nobody pays more when it feels like less.
If you're unsure whether your brand can pull it off, just write to me. No pitch. Just honest feedback.
See you next week—stay brave, stay premium, stay you.
Chantalle
