Do you charge for creativity?

I won­der at this. Does one charge for the cre­ative process? Say I am tasked with mak­ing some­thing cre­ative. A logo, an icon, a Pow­er­Point back­ground (shud­der). I hem, I haw, I try some­things, I troll the web, I try again, I change the col­ors, and even­tu­ally I come up with an idea.

Do I charge an hourly rate for the time it took me to come up with that idea? That is, for the hem and haw?

Or do I assume that my bril­liance is assumed (why I was tasked with this) and build that expec­ta­tion into my hourly rate?

Or do I charge a flat fee for bril­liance? “My cre­ativ­ity is worth $500 per.”

Once the idea is gen­er­ated, charg­ing for the grunt work of pro­duc­tion is a no-brainer. I just don’t know what to do on the front end.

Ideas?