Designers often are overly focused on the things they create. The logo, the brochure, the annual report. You know... the stuff. Sometimes (okay most of the time) the stuff is ephemeral and often thrown away after a fleetingly short life span. This notion tends to cloud our judgement over the value of what we offer, which in the end isn't just the stuff, but the strategy and the thought and voice of a brand.
When done correctly a brand is not ephemeral. The brand is not a car whose value drops in half as soon as you drive it off the lot. In fact it appreciates over time. In the most superb of instances the brand becomes more valuable in some facets than the product itself.
Clients aren't necessarily paying for the stuff, their paying for the cumulative effect of the all of he things we do to create a brand that builds value. This is why design is valuable. This is why good design is so sought after. This is why good design costs money.
Let's not be hesitant when we invoice a client. When we do our jobs right whatever they get will be a steal. Let's help them to appreciate appreciation.