Know-How Exchange : Branding

You have to be SO valuable that brides must believe they can't hold their events without your services.

You may want to devise a visually-attractive chart for your presentations that show how much they will spend on these services individually compared to hiring you. This should include their TIME as well as product and set-up/tear down services.

I would not even try to change the brand image to appear less expensive. Instead I would promote the high value of what you deliver to the point where the price doesn't seem that high (for what you get).

Remember, the price is a reflection of what YOU think the service is worth. If you create an image of being lower priced, that's saying you don't think it's worth what you charge.

You need to focus on selling the value of what you deliver. If you do that well, the brides-to-be will find the money to pay your price. Gail is exactly right: "You have to be SO valuable that brides must believe they can't hold their events without your services."

There appears to be a SERIOUS disconnect between your brand and your target customer! I am also a bit confused. You say their PERCEPTION is that your product offerings are expensive (implying that they're not expensive); but then you say they think they can afford it but it's out of their budget (implying that the price points are too high for them).

In either case, again, there is a disconnect between your customer and the price point of your line. If you are consistently finding customers (budget-conscious brides) are taking issue with your pricing, then you're going after the wrong customer. How are you marketing your business and to whom? A bride that buys a $12k Amsale gown is not the same bride that will travel 2 hours one way to a $99 clearance sale at David's Bridal.

If the bulk of your business comes from walk-in traffic, I suspect your business is in the wrong neighborhood. A huge part of your branding is dependent on your location. A high end bride will look for a business in a high end neighborhood. A mistake I see alot of businesses make is location.

If you're getting the bulk of your leads/customers from bridal shows, you may be exhibiting at the wrong shows. Not all bridal expos are alike. Good show organizers will be able to give you some indication of who their target bride is. Go to shows on an undercover basis and check them out; who's attending, who's exhibiting. Again, that will give you an indication of where your business fits in.