It started innocently enough. Four years in, our business was succeeding by all conventional metrics. Revenue was up, events were selling out, and our spreadsheets painted a picture of growth. But beneath those surface-level wins, we were slowly losing something far more valuable: our brand integrity.
The Slippery Slope of Discounting
The pattern emerged gradually. First, occasional “early bird” specials were just to reward our most loyal customers. Then came the last-minute flash sales to fill the remaining spots. Before we knew it, we had trained our audience to wait for discounts, creating a cycle that was increasingly difficult to break.
Our events, once sought after for their unique value, had become commodities. The very things that made them special – the carefully curated experiences, the attention to detail, the community aspects – were being overshadowed by price tags and promotional deadlines.
The Real Cost of Constant Promotions
The impact went far beyond just reduced margins:
- Customer Behavior Shift: Our audience began waiting longer to purchase, knowing a discount would eventually come
- Brand Dilution: The perceived value of our offerings decreased with each promotional campaign
- Operational Challenges: Planning became harder as registration timelines stretched closer to event dates
- Team Morale: Our staff felt the strain of constant “sales mode” rather than focusing on creating exceptional experiences
The Turning Point
The wake-up call came when we realized some events had become nearly impossible to sell without heavy discounting. We had effectively created two tiers of offerings: those that still commanded premium prices and those that had become commoditized.
This revelation led to a comprehensive brand audit, forcing us to ask tough questions about every aspect of our business.
Your Brand Strategy Self-Audit
I’ve created a comprehensive Brand Strategy Audit Tool that you can download and use to assess your brand’s current position. This detailed worksheet will help you:
- Evaluate your brand’s premium positioning
- Identify potential discount traps
- Create an action plan for strengthening your brand
- Track your brand’s evolution over time
Enter your information, and I’ll send you the guide right away.
Here’s a preview of what you’ll assess:
Value Proposition Assessment
- Do you clearly articulate what makes your offering unique?
- Can your team confidently explain why your prices are worth it?
- Are your customers buying because of your value or your discounts?
Pricing Strategy Review
- What percentage of your sales happen at full price?
- How often do you run promotions?
- Do customers regularly ask about discounts?
Brand Consistency Check
- Do all your offerings align with your core brand values?
- Have you introduced products/services mainly to hit revenue targets?
- Does your pricing reflect your desired market position?
Customer Behavior Analysis
- When do most of your sales occur?
- Are customers waiting longer to buy than they used to?
- What feedback do you get about pricing vs. value?
Market Position Evaluation
- Who are your true competitors?
- Are you competing on price or value?
- What makes your brand premium in your space?
Scoring Your Audit
For each question, rate your response on a scale of 1-5: 1 = Needs immediate attention 3 = Room for improvement 5 = Strong position
A total score under 45 suggests your brand might be at risk of falling into (or already in) the discount trap.
Our Path to Recovery
Here’s how we turned things around:
- Brutal Honesty: We identified which events truly aligned with our brand promise
- Hard Decisions: We discontinued offerings that couldn’t command premium pricing
- Customer Reconnection: We invested time in understanding what our audience truly valued
- Value Reinforcement: We doubled down on communicating our unique benefits
- Pricing Discipline: We established clear guidelines about when (if ever) to offer discounts
The Results
The transformation wasn’t immediate, but it was profound:
- Higher profit margins
- More predictable sales patterns
- Stronger brand loyalty
- Increased word-of-mouth referrals
- Better team morale
Moving Forward
Your brand is your most valuable asset. It’s not just about logos or colors – it’s about the promise you make to your customers and how consistently you deliver on it. When you build a strong brand, you create something that people want to be part of, regardless of price.
Take Action Now:
- Complete the self-audit above
- Document your current discounting patterns
- Identify your brand’s unique value propositions
- Map out a 90-day plan to strengthen your brand position
Remember: The goal is to build a brand strong enough that you don’t have to run pricing promotions again.
Need help developing your brand strategy? Let’s discuss positioning your brand for premium pricing and sustainable growth. Schedule a consultation here to discuss your audit results and create a custom Brand Advantage plan today.