I was at home Sunday with family when I heard my mother say “$100? That must be a nice chocolate fountain” as she was looking through the Holiday ads from the newspaper.

She didn’t look at the features or even handle the product, but she equated “nice” or luxury with cost.

This brings up an important thought about what we offer in our businesses and what we charge for our services or products. Price is a major positioning tool in how we brand our business. Does it really cost that $200,000 more to make a Ferrari than it costs to make a Volvo? Do you price your services in a matter that fits with how you sell their value? Do your prices reflect the brand you want to portray?