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.
"We imagine this will take 20 hours of work."
Well, I can imagine quite a bit too. I can imagine the work would take 4 hours and that would be something, wouldn't it? I can also imagine it going over 20 hours, which would be a real bummer because we'd lose time.
What's the point? No one knows how long projects take. Billing by the hour puts the risk in my client's hands, since anything that takes longer than we'd initially planned becomes their problem instead of mine.That's not the kind of assurance I want to provide.
Sure, it could be easier to just keep the clock running and send a bill, but that is conformity. That is being unsure of how good you are as professional and being unable to create innovate solutions for clients. Billing hourly is not the rebel way.
Last year, I was talking to a man at a networking event. He asked what I did for work and I told him, "I work with rebels. Rebels are the startups challenging the status quo. I help them gain more confidence through branding and design."
He paused. "Ok, how would you help me?"
I told him that a brand is a person's gut feeling or perception of a business. The art of branding is using the business's personality, image, and beliefs to foster that gut feeling. This creates trust and an emotional attachment between the customer and the business.
He told me he had named his company Best ______. He said that his industry wasn't exciting, his business couldn't have a personality and that the only actionable "branding" route for him to take was calling himself "the best." His next sentence was what shocked me the most though:
"If I was to build a brand, I'd have to lie."
"You'd have to lie?" I questioned.
He believed that creating a brand would mean that he'd have to create a false personality for his company. I kept talking with him, asked him what he liked to do in his spare time, and what he valued.
Turns out, he builds full-scale medieval catapults in his spare time. He loved comedy. Diving deeper, his greatest desire was that his team would show up to after-work team-building events.
I looked at his logo, the name of his company, their colors, and the way they presented themselves online. Nothing about those elements aligned with who this man is. The brand was stoic, staid, and lacked any character.
What he had built was a brand that others would expect of him. He was putting on his business face, trying with everything that he could to be something he isn't.
If that's not a lie, I don't know what is.
Branding is not covering up who you are in the hopes of appealing to somebody. It's the direct opposite, it's showcasing who you really are and going all-in on it. That is what creates an emotional connection with someone else.