Why is Whole Foods able to charge such a high price for their products? Is their organic produce really that much better than everyone else’s? No, it’s not. It might be somewhat better, but not four to five times better.
The reason they can charge so much is that they have masterfully branded themselves. They have established themselves as the premium organic supermarket. They know that their core audience is higher income individuals who want to eat healthy but don’t have the time to research what foods are healthiest.
So Whole Foods has worked relentlessly to position themselves as both the authority on and the go-to option for organic, healthy products.
Whole Foods is a premium brand, and because they’re a premium brand they can charge a premium price.
The same can be said of Rolex, Apple, Rolls Royce, and Glen Fidditch. They’re all premium brands that command premium prices.
You need a brand too.
It doesn’t matter that you’re not a multi-billion dollar company. If you want to scale to six figures per month, you absolutely must have your own unique brand.
Your brand determines: