A lot of brands like to brag about “we are a premium brand.”
But have zero idea what premium really means.
To give you an example:
Last week, I took my father out for an early Father’s Day dinner.
(Father’s day in Taiwan is on Aug 8th)
We went to a very famous… and very expensive roast duck restaurant.
But when I stepped into the entrance, something felt wrong…
I looked down at the little one, who was strolling along beside me.
😳
^^She was looking at me like this^^
Red face. Sweat beads all over her head.
It was HOOOOOT.
There was no air conditioning in the lobby.
Knowing how sensitive her skin is toward sweat…
I grabbed her up and rushed into the elevator.
…
..
.
🥵
Now, a little river was running from her hair down her face…
There was no air conditioning in the elevator either.
1st floor
2nd floor
3rd floor
FINALLY
The elevator door opened, letting out the steam…
…INTO YET ANOTHER SAUNA.
Seriously?!
Still no air conditioning in the hallway.
I was standing in front of a very expensive, very high-end restaurant, sweating my pants off.
At this point, the little one melted.
🫠
Look, I get it.
Protect the environment. Save the Earth. Raise the temperature by 1℃ can save you 6% energy.
But I still ended up paying a Michelin-level check… where’s my energy saving?! ★★★☆☆
This is what most brands get wrong.
Premium is not just about being expensive…
It’s not just about the “quality” of your product…
Premium is about the full experience.
From the moment you land on the website… to the speed of the shipping… to the packaging… to the quality… to the customer support… to the post-purchase services.
E.V.E.R.Y.T.H.I.N.G.
(Even the resale price is part of a premium brand)
If you want to be known as a “premium brand,” start acting like one… in every step.
To your success,
– WYH
P.S. – The same goes for marketing agencies.
It’s not just about the “result.”
Many marketing agencies can send effective emails, but they often ghost clients for weeks, forcing them to chase down updates.
If you operate like this, you do not deserve to charge a premium.
That’s why I always send my client a weekly report, sharing what happened last week, the quantitative metrics… and the qualitative plan on how we’re going to optimize moving forward.
That’s why I can charge a premium for my email marketing services.