Our business is always defined by the positioning of our brand. If you charge premium pricing, you are more likely to attract premium referrals. If you charge cheaply, you usually will not receive premium references, and even if you do, those clients may hesitate to pay higher amounts because they already know your pricing is low. Instead, they may choose someone else. At the same time, simply charging premium prices does not automatically make your brand premium. Everything — from lead generation to communication, client experience, and final service delivery — must reflect a premium standard. Only then will your brand truly be positioned as premium.