Pricing mindset: How much do you think I should charge?
I get asked this question a lot.
Over Christmas this came up in a biz, friends catch up as someone was revisiting their pricing and they asked me what I thought they should charge. I said: “It doesn’t matter what I think, it depends on 4 key factors (which I share below) . They laughed and said “No, I don’t want to ask you as a brand strategist. I want to ask you as a friend.” But here’s the thing: the answer is the same either way. Because pricing isn’t about what other people think, it depends on your answers to the following:
1. Can you embody the price you’re asking?
This is the foundation piece that matters most, if you can’t hold the price, if you flinch when you say it, if you over-explain it, if you discount before anyone even asks – then your pricing is already compromised.
If you can’t hold it internally, it shows externally. When you don’t believe in your pricing, your body language, tone, and energy communicate that uncertainty and your prospects pick up on that, whether they realise it consciously or not.
The question isn’t “What should I charge?” it’s “What price can I hold without apologising?”
2. How is your brand perceived?
What value do people think they’re getting? Perception drives what people are willing to pay. If there’s a gap between what you’re charging and how your brand is perceived in the market, you don’t have a pricing problem, you have a brand problem.
And perception is built through:
- Your positioning
- Your evidence
- Your brand experience
- Your packaging
If you want to charge premium prices, your brand needs to communicate premium value before anyone sees your pricing proposal.
3. What do you think you need to charge?
Here’s where people get stuck, they think: “If I charge more, I’ll feel more valuable.”
This isn’t about what the market says or what your competitors charge. It’s about what feels aligned with the value you’re delivering.
When you’re anchored in the value you deliver, the transformation you create, the problems you solve, the impact you have, your pricing mindset shifts and pricing becomes a natural extension of that. It’s not arbitrary, it’s proportional to impact.
Your worth validates your pricing, not the other way around.
4. The psychology of pricing
Pricing isn’t just about the number, it’s about how you present it, package it, and position it.
Are you selling hours or outcomes? Are you framing it as a cost or an investment? This is the pricing mindset that separates confident chargers from those who constantly second-guess themselves, the way you communicate your pricing is just as important as the number itself.
The psychology of pricing is about removing friction, not justifying the number.
Why you can’t outsource this decision
When you ask other people what you should charge, you’re outsourcing one of the most strategic decisions in your business. But no one outside your business knows:
- Your cost of delivery
- Your positioning goals
- Your energetic capacity
- The actual transformation your clients experience
Only you can know what price you can hold and what feels aligned.
So, trust that and charge the price you know you are worth right now.
If you have the same pricing question then book a 20-minute call with me and get clarity on what you can confidently charge.aks that make your posts easier to read and more engaging with a Brand Accelerator strategy session.
Speak soon
