Premium positioning is not a higher number on the price page. It is the level of work that makes the higher number obvious before the buyer ever sees it. The test that separates the businesses charging premium from the businesses pretending to is one question.
Would the founder, looking at their own product as a stranger, pay their own price?
If the honest answer is yes, the price is right. If the honest answer is no, the work is the problem and the price is a symptom.
Most businesses that ask Ignis to "reposition" them at a higher price tier are asking the wrong question. The price is downstream of the work. You cannot raise the price ahead of the work and hold the line. The market will find out within a quarter and you will be back where you started, this time with attrition.
What you can do is invest in the work first. The site that signals the price tier. The proof that backs the claim. The content that demonstrates the standard. The case studies that name names and numbers. Once the work catches up to the price you want to charge, the price stops being a conversation. The buyer arrives expecting it.
At VBC we did this in reverse. We invested in the work for 6 months before any pricing change. By month 7 the new pricing tier was already implicit. The buyer who arrived through the new content engine already expected to pay the higher number. Conversion did not drop. Average deal size went up. Cancel rate stayed flat.
The premium positioning test is uncomfortable because it forces the founder to see their own product the way the market sees it. Most founders cannot. They are too close. The Ignis partnership runs the test for you in week one and tells you the gap. The work plan flows from that gap.
If you want premium pricing, build the standard. Then charge for it.