01/02/2025
A well-known celebrity chef owns a high-end restaurant in a prestigious part of town.
This restaurant sells a plate of rice for N48,000. Yes, you read that right, just one plate of rice.
Some people are angry at what they see as an outrageous price, ranting on social media about how absurd it is to pay such an amount for something as basic as rice.
Despite all the whining and complaints, the restaurant is always fully booked. Why? Because there’s another group of people who feel the price is worth it.
To them, it’s not just rice; it’s the experience. They’re paying for the chef’s expertise, the upscale location, the ambiance of the restaurant, and the bragging rights that come with dining at such an exclusive place.
Now, what does this mean for you as a brand?
It means your product, service, or idea is not meant for everyone, and that’s perfectly okay. Trying to please everyone is a fast track to frustration and mediocrity. Instead, focus on those who see value in what you offer and are willing to pay for it.
Sometimes, it’s not even about the product itself. It’s about the aura you create around it.
Think about that restaurant again, it’s not just the rice that people are paying for. They’re paying for the chef’s reputation, luxurious setting, exclusivity, and the feeling of being part of something extraordinary.
Let me give you a simple example to drive this home.
Have you ever seen two identical bottles of water sold at completely different prices?
One bottle might be sold for N100 at a roadside stall, while the other is sold for N1,500 at a five-star hotel.
The water inside is essentially the same, but the price difference is tied to the environment, the branding, and the perceived value.
So, my dear, build an aura around your brand. Tell a story that makes people connect emotionally with what you offer.
Create an experience that makes your audience feel like they’re getting more than just a product or service, they’re getting something unique, exclusive, and special.
Your brand is not for everyone, and that’s your superpower. Embrace it, own it, and build something so captivating that the right people won’t hesitate to pay for it.
Ronke Amos
