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price for profit
BRAND VALUE
Everything in the eBook so far has been about boiling down a method to arrive at a cost for quoting customers for work you may do for them as a screen-printer. But there are plenty of cases where there is opportunity to add more to the price than a simple quote. If you recall the graph we used on Page 3, the delta above our Cost Plus calculation is our Brand Value .
What is that? More importantly how do we determine that and use it to our advantage?
For starters, let’s consider exactly what a “Brand” may be in terms that we’ll use for this eBook. A Brand is simply the recognizable value of what customer’s think about a company. It’s more than the physical assets, or even the logos. It’s the feeling and connection they have with that Brand . It’s an emotional connection.
Believe it or not, that is worth money.
For example, let’s say we printed a one color design with orange ink on a black t-shirt. Using the method described before, we would need two screens. An underbase screen, and an orange screen. It’s a big order, and we’ll be doing 1,000 shirts. ($2.62 Shirt) + ($0.37 Decoration) + ($0.04 Screens) + ($0.00 Extras) = $3.03 quoted price That might be something reasonable to people, but highly undervalued if I said the order was for Harley-Davidson. Suddenly that same shirt is worth $30. That’s the Brand Value .
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