Corporate Branding and Identity

I know pricing has been discussed a lot of the forums but one thing that I have failed to see is discussion on corporate branding and identity and pricing for that. What I mean basically is how you guys charge when you have a customer that comes to you with a vague idea for a website and a name and asks you to make up logos and various other graphics giving their company an identity? I can easily charge for graphic and HTML and other tangible items but what about ideas? For instance suppose a customer came to you with a company name of Widget Inc and asked you to make a splash page, website, trifold handout etc but yet gave you no graphics and skimped on the information content and just gave you an overall synopsis of what they did. You in turn thought of a logo, graphics, meaningful content for the website etc. What do you use as a pricing scale in these situations?