If you don't believe in your brand, why should anyone else?
Photographers a notoriously either very worried about pricing or they are confident and stick with the pricing of their photo sessions, prints, downloads and photo usage. So what many new professional photographers or professional hobbyist photographers do is charge low. I am guilty of that right now but not forever I hope.
Have you ever heard of Gerald Ratner? Me either until just recently who is famous for something he said and now when it is done it is called "Doing a Ratner".
His jewelry business, taken over from his father, was built on selling his company's products to the lower end of the market. The company was a highly successful low-margin and high-volume business.
This was great, the company was serving a niche to provide products at a reasonable price. Works well for Wal-mart as well but this takes an incredible volume of sales to be sustainable.
What Gerald Ratner did to destroy his company was at a public conference he referred to one of the products they sold as "total crap". He meant it as a joke but the company started to become referred to as "Crapners".
Gerald Ratner wiped £500 million from the value of Ratners jewelers with one speech in 1991.
The moral of the story for me, as a photographer here in Portland Oregon is this"
1. Unless you are willing to work 12-18 hour days behind the camera and computer to create images, offer your services to the market you need to for profitability.
2. You have to believe in your products, photography, and service. If you think you are not good enough, it will come out and you will fail.