The $10,000 Service That Costs $25,000
Two consultants offer the same expertise. Same deliverables, same results, even the same timeline. But one charges $10,000 for their service, and the other charges $25,000.
Here’s the twist: clients are lining up to pay the premium price.
Why?
It’s not about what they’re selling—it’s about the brand behind it. The first consultant says, “I get the job done.” The second consultant says, “I’m the only one who can solve this.”
That’s the power of branding. A strong brand doesn’t just attract attention—it changes how your market perceives your value, turning you from “an option” into the only option.
And here’s the good news: you don’t have to guess how to make this shift. Let’s break down how your brand directly impacts revenue growth—and how you can use it to charge more, sell faster, and win more clients.
A. The Price Premium Effect
Think about this: why does Evian sell water for $3 a bottle while store-brand water sells for $0.99? It’s not because Evian hydrates better. It’s because people trust Evian’s brand. And they want to be seen with that bottle in their hand.
This is called the Price Premium Effect, and it’s a phenomenon that impacts every market—from tech to consulting to bottled water.
The Research Speaks Loudly:
- Meaningfully different brands can charge up to 2x more than their competitors. (Kantar, 2024)
- Edelman reports that 81% of buyers say trust is a deciding factor in their purchasing decisions.
Real-World Examples:
- Nike vs. Generic Sneakers: A plain white sneaker with no brand might sell for $20. Add a swoosh, and it’s $120.
- Consulting Services: A generic business consultant might struggle to charge $5,000 for a workshop. A trusted consultant with a strong personal brand? $15,000 or more.
What This Means for You:
When your brand builds trust, people don’t compare prices—they justify the premium. Your expertise becomes more valuable simply because your brand feels stronger.
Actionable Takeaway:
Look at your current pricing. Could your brand communicate more authority, exclusivity, or trust to justify charging 2x more? If not, where can you start?
B. Sales Velocity Changes
Time kills deals. And if your brand isn’t helping prospects decide faster, it’s costing you more than you think.
Why Trusted Brands Sell Faster:
- Fewer Objections:
When your brand feels like the safe choice, prospects don’t hesitate. They trust your expertise and skip the back-and-forth. - Shorter Sales Cycles:
A strong brand eliminates the need for endless meetings or additional research. Prospects walk in pre-sold, ready to move forward. - The Compound Effect:
Faster sales cycles mean you can close more deals in less time. This compounding velocity accelerates revenue growth.
Real-World Example:
Think about McKinsey or Deloitte. Do decision-makers need three meetings to justify hiring them? No. Their brand authority does the heavy lifting, turning weeks of deliberation into days.
What This Means for You:
Every second you shave off the sales cycle is a second you can use to close more deals. A trusted brand doesn’t just sell—it sells faster.
Actionable Takeaway:
Audit your sales process. Are there points where prospects hesitate? Could a stronger brand eliminate those delays?
C. The Revenue Multiplier
A strong brand doesn’t just add revenue—it multiplies it.
The ROI of Strong Brands:
- 7x Marketing ROI:
According to Kantar’s 2024 research report, strong brands generate up to 7x higher ROI on marketing campaigns than weaker brands. - 2x Pricing Power:
As mentioned earlier, strong brands can charge twice as much for the same service. - 9x Market Share:
Companies with strong brands often dominate their categories, achieving up to 9x the market share of their competitors.
How This Plays Out Over Time:
Every dollar invested in your brand makes your marketing more effective, your sales team more efficient, and your pricing more profitable. Over time, this creates exponential growth.
What This Means for You:
Branding isn’t just about perception—it’s a long-term investment in your business’s scalability and profitability.
Actionable Takeaway:
Ask yourself: is your brand amplifying your efforts, or are you leaving revenue on the table?
D. Hidden Revenue Impacts
The power of branding goes beyond what you can see in a sales report. A strong brand also impacts the hidden levers of profitability:
1. Lower Customer Acquisition Costs:
When people trust your brand, they come to you. That means less time convincing, less ad spend, and lower marketing costs.
2. Higher Customer Lifetime Value:
Customers who trust your brand stay longer, spend more, and refer others.
3. Increased Word-of-Mouth Referrals:
Strong brands don’t just get remembered—they get recommended.
What This Means for You:
Every deal closed faster, every referral gained, and every dollar saved on acquisition adds to your bottom line.
Actionable Takeaway:
Identify one way to strengthen your brand’s trust signals—whether it’s showcasing testimonials, publishing case studies, or refining your messaging.
The $10,000 Service That Costs $25,000—For Your Business
Let’s return to that $10,000 vs. $25,000 consultant.
The only real difference? The $25,000 consultant’s brand makes them feel like the obvious choice. They’re not just another option—they’re the best option.
Now, imagine applying that same principle to your business.
- What if your brand eliminated price comparisons?
- What if prospects walked in ready to say yes?
- What if every client stayed longer, spent more, and referred others?
This isn’t just possible—it’s the inevitable result of building a trusted, authoritative brand.
Your brand should be your highest ROI driver. It’s time to make it work as hard as you do.
Let’s make your business the obvious choice.
