An email from Jonathan Stark came through my inbox today and brought up a good analogy. One worth sharing with all of you on this lovely Friday.
The gist of it is as follows:
When you buy a sandwich, the person making the sandwich doesn't say, "this might cost $5, we won't know until we're done making it."
What's the difference between that and saying a logo and a website might cost $20,000, but we won't know until we're done?
Geez, that sounds like a pain in the ass and disconcerting for the client on the other side of the transaction. This is the trap that hourly billing gets people in, both clients and service providers, a journey through the fog of unknowns that is costly and annoying.
The alternative? Diagnose for a set price (roughly 10% of the anticipated budget) and come up with three, tiered options at set prices. This might not be the best solution, but it's better than keeping a running clock and an hourly rate that never seems to stay under budget. At least a set price is predictable for both the client and the designer.
Why don't I bill hourly? Because I don't like leaving clients in a state of uncertainty.
If you plan on having an element of your brand identity for a long time, say your name or your logo, it's imperative to research and make sure it will stand the test of time. Reason being that you want names and logos to be around for a while. You shouldn't push out these elements unless you're prepared to have them stick around for years.
However, when it comes to items that can (and should) adapt, your goal is to move fast, do good work, and change as needed. Pretty much everything your customer comes into contact with like your website, collateral, software, etc is going to adapt with technology and alongside user testing. In this case, make good stuff, test, and iterate.
This will be simple.
If you want people to love your brand, don't give a half-assed effort into the design of it.
If you don't care, carry on as you have been.
A minor effort into a major problem is a recipe for disappointment.