Pricing Is Your Positioning: Building the Business You Actually Want

TLDR: 

Pricing isn’t just about covering costs, it’s about defining your business.

• Your price = your positioning (accessible vs. premium)

• Raising vs. holding sends a clear brand signal

• Lifestyle matters and your pricing sets the pace for how you work and live

So don’t just ask “What should I charge?” Ask: “What kind of business do I want to build?”

The Real Question Behind Pricing 

It’s one of the toughest (and most important) questions apparel decorators face. Too often, pricing gets reduced to formulas and competitor comparisons. But pricing is bigger than numbers on an invoice. It reflects your brand, the customers you attract, and even the lifestyle you create for yourself. 

And here’s the truth: there’s no single “right” pricing strategy. Competing on low cost isn’t inherently wrong. Positioning yourself as premium isn’t automatically better. What matters most is clarity - knowing who you want to be as a business and aligning your pricing, branding, and marketing to support that vision. 

Pricing as a Brand Statement 

Pricing is one of the first signals your business sends to the market. Customers may not know the ins and outs of ink chemistry or press technique, but they do know how to interpret price. 

➤ Lower pricing often communicates accessible, high-volume, transactional. 
➤ Higher pricing signals premium, specialized, trusted. 

Neither position is superior to the other, rather, it depends on your goals. The real power lies in consistency. If you’re aiming for the volume model, your brand voice, sales pitch, and marketing should emphasize speed, efficiency, and affordability. If you’re aiming for premium, your messaging should lean into craftsmanship, reliability, and long-term value. 

Example: A decorator offering budget-friendly uniforms for local schools leaned into being the “fast, reliable partner.” Another built a reputation for high-end streetwear by charging more and showcasing design-forward, boutique-level quality. Both approaches worked because the pricing matched the message.

When to Raise (or Hold) Your Prices 

Pricing also evolves with your business. Sometimes raising prices is the right move - especially when you’ve invested in better equipment, expanded your services, or sharpened your processes. Other times, holding your pricing steady can be a powerful brand statement, signaling consistency and loyalty to long-term customers. 

The key is intentionality. Don’t raise prices because you feel pressured. Don’t hold prices because you’re afraid. Choose a path that reinforces the story you’re telling about your business. 

Example: One shop upgraded to more efficient heat press equipment. Instead of quietly absorbing the costs, they raised their prices and proudly shared why: “We’ve invested so your prints last longer and arrive faster.” Their customers didn’t balk, they respected the transparency and saw the value. 

The Lifestyle Fit 

Here’s the part decorators often overlook: pricing isn’t just about customers, it’s about you. 

If your pricing strategy forces you into late nights, razor-thin margins, and burnout, it’s not sustainable. Low pricing and high volume can mean a busy shop floor and constant hustle. Higher pricing and lower volume can mean breathing room, more selective projects, and the ability to reinvest in your growth. 

Neither is inherently right or wrong. But the lifestyle you want should be part of the equation. Your pricing choices today set the pace for your business tomorrow. 

Example: A decorator who once underpriced to stay competitive eventually shifted to value-based pricing. They lost a few bargain-hunting customers but gained time, better margins, and the freedom to grow their business without sacrificing their evenings and weekends. 

Closing Thought 

Pricing is more than math. It’s not just a number you plug into a spreadsheet, it’s a reflection of your brand, your customers, and your life. 

So instead of asking only “What should I charge?” ask: 

➤ Who do I want to be in this market? 
➤ What kind of customers do I want to attract? 
➤ What kind of life do I want my business to support? 

Because the number on your invoice isn’t just a price, it’s a statement of who you are and where you’re going.