Charge more. That's the most un-sexy but best business advice you can give to almost anyone. Price is to a business, what altitude is to an aeroplane - the higher it goes, the safer you are. A plane at 30,000 feet has many more options than one at 500 feet.
The higher your price goes, the more the rest falls into place (pun intended). Selling your offerings for more forces every part of the business to perform better. Suddenly quality must be higher, products more innovative, sharper service delivery, staff more motivated and sales less driven by those easy deals. Charging more is the ultimate performance metric for a business. It's a raw measure of strength.
Investors often prefer companies with strong brands, but this is not because of the brands themselves, but what they allow the business to do - charge more. Brands command premiums which lead to profits which in turn fuels the business. Money creates money, and suddenly everything starts to make sense.