Can you take a concept that people think they understand very well and flip it on its head?

Yes, no problems!
A brand isn’t just a logo or a company name. I think a brand is a shorthand: it’s what people expect when they hire you, when you walk into the room, or when they see your name. If your approach is just "Tell us what you need, and we’ll make it," you risk losing any distinct identity. You won’t stand for anything unique. Many creatives struggle to set prices for their work, often feeling like a sell-out when they find commercial success.

Value comes from the story and the price. You can choose one of two paths: you can position yourself as an affordable, general option, someone who competes on price alone and gets a steady flow of business. Or you can position yourself as a premium choice, someone who charges more but delivers exceptional value. You may get fewer clients, but those who value quality over cost will seek you out. Who do you want to be?