Brand perception is incredibly important in business especially when it comes to the prices you choose to attach to your products and services. Do you want to be perceived as expensive and exclusive or cheap and average? Are you perceived as a newbie in the industry or an expert? Perception holds more meaning than you can imagine especially when it comes to pricing in your business. I once knew a businessperson who had been in his industry for over 40 years and was known for his award-winning work. He had vast numbers of international and national awards hanging on his wall a past client list that included Presidents and movie stars and was one of the best there was. Here’s the flip side of that coin. His store front looked like it was painted in the 60s (which it was!) his marketing collateral was printed using outdated fonts and cheap paper and his business cards were kept in his back pocket so they had the infamous “butt curl.” The furniture throughout his office was outdated and smelled musty which left the air void of any fragrances that evoked positive emotions.