How Brand Strategy Impacts Product Pricing (and Profit)
If you’re unsure what to charge, start with your brand.
Pricing Isn’t Just a Numbers Game
Most e-commerce businesses approach pricing from one of three places:
- Cost + markup
- Competitor benchmarking
- “What feels reasonable?”
And most of them are leaving profit on the table.
Here’s the truth: your brand sets the stage for your pricing power.
When done right, brand strategy doesn’t just help you charge more, it helps you justify it, sell it, and scale it.
At Bl_nk, we use our B.A.S.E Framework to help brands build not only desirability, but defensible pricing strategies that drive long-term profit.
The Link Between Brand and Pricing
A premium brand commands a premium price.
But if your brand lacks clarity, consistency, or emotional appeal, you’ll constantly battle discount expectations.
Great branding makes customers feel like your product is:
- Worth more
- Safer to buy
- Better quality
- Designed for them
In other words, brand isn’t a cost, it’s a pricing multiplier.
How the B.A.S.E Framework Supports Smarter Pricing
🅱️ Brand Foundation – Positioning Drives Perception
- Is your brand positioned as budget, lifestyle, or premium?
- What story are you telling about your product’s value?
- Are you solving a convenience, emotional, or status need?
Your pricing has to match the story you’re telling. If there’s a mismatch, you’ll either lose sales, or leave money behind.
🅰️ Alignment – Make the Experience Match the Price
You can’t charge $120 for a product and look like a $20 brand.
Your website, packaging, emails, and tone of voice all need to feel cohesive and worth it.
When customers feel like your brand experience = the price tag, they buy with confidence.
🆂 Strategy – Build Pricing Models That Scale
This is where you move from “guesswork” to growth:
- Bundling high/low margin products
- Creating tiered pricing or subscriptions
- Increasing average order value (AOV) with smart offers
- Adjusting pricing based on lifecycle or seasonality
Strategic pricing isn’t static, it’s a tool to drive behaviour and scale.
🅴 Execution – Present Price With Confidence
Visual hierarchy, copywriting, and product storytelling all impact how pricing is perceived.
Execution helps you:
- Frame your price as a value, not a cost
- Use anchor pricing techniques
- Justify higher price points with narrative and design cues
Case in Point: Happy Bum Co
We helped reposition Happy Bum Co from a functional health product into a desirable wellness brand. Part of that shift?
Strategic product bundling and price reframing.
By elevating the perceived value and creating brand-led community engagement, we helped increase AOV and scale profitability, without racing to the bottom on price.
Conclusion: Don’t Undersell Yourself—Strategise Your Pricing
If you’re unsure how to price your products, stop looking at your competitors.
Look inward, at your brand.
A strategic, aligned brand gives you room to grow your pricing, margins, and market share, without sacrificing customer trust.
👉 Book a Strategy Call
👉 Take the B.A.S.E Framework Quiz and discover where your brand may be lacking…
