Pricing Your Worth

A Real Talk Guide to Creative Rates

Jun 11, 2025

Hi! I'm Tracy from The Femme Foundry. Join our weekly email for real talk about creative business, design, and building something meaningful without the BS. For when you're tired of feeling like you're winging it alone.

A bright red ceramic piggy bank sits on a green background with subtle grid lines. To the right, bold blue text reads “KNOW YOUR WORTH THEN ADD TAX!” In the top right corner, a pink sticky note with handwriting says “ULTIMATE PRICING GUIDE,” held in place by a piece of washi tape.

Let's just get this out there right now: most of us are terrible at pricing our creative work. Like, spectacularly bad.

I've been there, sitting in front of my computer at 2am, calculator out, trying to figure out if I should charge $1000 or $8000 for a brand identity project. Just me, my imposter syndrome, and a full-blown anxiety attack about whether I'm worth what I want to charge.

If this sounds familiar, take a deep breath. You're not alone, and more importantly, this is fixable.

The creative industry has done a fantastic job of keeping pricing mysterious and making us feel like we're being greedy for wanting to pay our bills. Your creativity has genuine value. Real, measurable, pay-the-bills value.

Here's a quick look at what you'll find inside:

The brutal truth about why we undercharge (and how it's screwing all of us)
How to calculate rates that actually let you live, not just survive
Why charging for time vs. value changes everything
The messed-up psychology behind our pricing fears and how to fix it
Real scripts for pricing conversations that won't make you break out in cold sweats
Client red flags that scream "run away now"
What actually happens when you raise your rates
How to price when you're starting out and feel like a fraud
Why your energy needs to match your rates
The mindset shifts that turn pricing from personal to profitable

The Brutal Truth About Undercharging

I spent my first year in business chronically undercharging. I'm talking $300 brand identities, $50 business cards, and somehow convincing myself I was "building my portfolio" while my bank account gathered dust.

The real kicker? My clients weren't even happier with the bargain prices. If anything, they questioned the quality more and respected my time less.

Whether you're designing brands, websites, illustrations, or anything in between, undercharging doesn't just hurt your wallet (though it definitely does that). It hurts all of us. Every time we accept scraps for our work, we're telling the world that creativity isn't valuable. We're making it harder for every other creative to charge what they're worth.

And what really gets me is that we undercharge because we're scared. Scared of rejection, scared of not being "worth it," scared that if we ask for real money, clients will run screaming.

*The clients who run from fair pricing aren't your clients anyway.

The Psychology Behind Our Pricing Problems

Let's talk about why we do this to ourselves. Most of us have some deeply messed-up beliefs about money and worth that are absolutely sabotaging our success.

The "I'm Just Playing with Colours" Syndrome: We talk down what we do because it feels easy to us. Of course it feels easy! You've spent years getting good at this. That ease? That's expertise, not luck.

"If I do a job in 10 minutes, it's because I spent 10 years learning how to do that in 10 minutes. You owe me for the years, not the minutes."

The Comparison Trap: We see someone on Instagram charging half what we want to charge and panic. But you don't know their experience level, their overhead, their quality standards, or frankly, if they're even making a profit.

The Gratitude Guilt: Someone wants to pay us to do what we love, so we should just be grateful, right? Wrong. Loving your work doesn't mean you should do it for free. Passion doesn't pay rent.

The Imposter Monster: That voice that whispers "Who are you to charge premium rates?" Reality check: if you're solving problems and creating value for clients, you've earned proper compensation.

How to Actually Calculate Your Worth

Forget the "industry standard" nonsense for a minute. Your rates should be based on your reality, not some mythical average that may or may not exist.

Start with Your Life: How much money do you need to live? Not survive, live. Include your mortgage or rent, groceries, that coffee habit, avocado toast, savings, and yeah, some fun money too. You deserve to enjoy the money you earn, and you shouldn't feel guilty about wanting to make a decent living.

Add Your Business Costs: Software subscriptions (that very expensive Adobe subscription that's slowly killing all of us), equipment, website hosting, insurance, taxes (ugh, so many taxes), professional development, and anything else that keeps your business running.

Factor in Non-Billable Time: For every hour you spend on client work, you're probably spending another hour on admin, marketing, accounting, and all the other business stuff that doesn't generate direct revenue.

Account for Time Off: Maybe you want to work 10 months of the year and take proper holidays. Maybe you want weekends off without guilt. Factor in sick days, vacation time, and mental health breaks. Your rates need to support the lifestyle you want, not just endless hustle.

Include Your Expertise: Your experience, skills, and creative problem-solving ability have value. Price them accordingly.

Simple formula to get you started: (Annual living expenses + Business costs) ÷ Billable hours per year = Your minimum hourly rate

Then multiply that by 1.5 to 2 because you deserve more than just scraping by.

Value-Based Pricing: The Game Changer

This is where things get really interesting. Stop thinking about hours and start thinking about outcomes.

Your brand identity? It's not just pretty colours and fonts. It's what makes someone stop scrolling and think "these people get it." Your website redesign isn't about making things look nicer. It's about turning visitors into customers. Those custom illustrations aren't decoration. They're showing your client's personality in a way that words never could.

Think about what your work actually does for people. Does it help them look professional? Build trust with their audience? Stand out from competitors? Make their customers feel something? That's what you're really selling.

I learned this the hard way when a client told me my rebrand helped them land their biggest contract ever. That wasn't worth the 20 hours I spent on it. It was worth whatever that contract was worth to them.

Start charging for the transformation, not just the time.

The Confidence Factor

The hardest part about raising your rates isn't the math; it's believing you deserve them.

Something that took me way too long to learn: confidence in your pricing comes from proof, not feelings.

Start collecting evidence. Screenshot the client testimonials. Save the before-and-after photos. Track the results your work creates. Build a file of proof that your work has value. When imposter syndrome hits (and it will), you'll have ammunition to fight back.

I actually wrote a whole article about imposter syndrome if you want to dive deeper into that particular creative demon.

The Mindset-Rate Connection

Something most people don't talk about: your energy and presentation need to match your rates.

If you're charging $8000 but showing up like you're worth $800, clients will sense that disconnect immediately.

When you truly believe you're worth premium rates, everything changes. Your emails sound more confident. Your proposals feel more substantial. You stop apologising for your prices and start presenting them as facts. You carry yourself differently in client meetings because you know you belong at that table.

This isn't about faking it. It's about aligning what you believe with what you charge.

If you act like you're worth $8000, clients will see $8000 worth of value. If you act like you're doing them a favour by charging anything at all, they'll treat your work accordingly.

Stop talking down your work. Instead of "I just put together some brand concepts," try "I developed a comprehensive brand strategy with multiple design directions based on your target market and business goals." Instead of "I whipped up some illustrations," try "I created custom illustrations that capture your brand's personality and help tell your story." Same work, completely different perception.

Having the Pricing Conversation (Without Losing Your Mind)

I used to break out in a cold sweat every time I had to talk money with a client. My voice would get all weird, I'd ramble, and I'd end up apologising for existing.

Then I realised something that changed everything: this isn't about whether they like me. It's about whether we're a good fit for each other.

Once I started treating pricing conversations like any other business decision, they got so much easier. I wasn't asking for permission to charge what I'm worth. I was simply sharing information about how I work.

Just say the number: "For a project like this, my rate is $X." That's it. No rambling explanations about your rent or justifying why you deserve to eat food.

Give them choices: Offer a couple of different options at different price points. People like feeling in control, and you stay profitable either way.

Tell them what they're actually getting: Instead of listing tasks, talk about results. "This rebrand will help you look like the established business you are" hits different than "You'll get a logo and some business cards."

When they say no: And some will say no. That's not a reflection of your worth or your work. Maybe they genuinely can't afford it right now. Maybe they're not ready to invest in their business. Maybe they're just not your people. All of that is fine.

I promise you, once you stop needing every single person to say yes, these conversations become so much less stressful. You're not desperate anymore. You're just seeing if there's a match.

Red Flags and Deal Breakers

Some clients are red flags wrapped in business clothes. Run from these:

"What's your best price?" (Translation: I want the cheapest option possible)
"This should be quick and easy for someone like you" (Translation: I don't value expertise)
"I don't have much budget, but this could lead to more work" (Translation: I want to pay you in maybes)
"My [nephew/friend's cousin/someone on Fiverr] can do this for $50, but..." (Translation: Go find them)

Trust your gut. If someone is fighting you on price before you've even started working together, imagine what working with them will be like.

What's the worst thing a potential client has ever said to you during a pricing conversation?

Raising Your Rates (Without Losing Your Mind)

You don't have to jump from $1000 to $8000 overnight. Raise your rates gradually but consistently. Every few months, bump up your prices for new clients. Existing clients can transition to new rates when their current projects end.

Most clients won't even blink at reasonable rate increases, especially if you're delivering great results. The ones who do make a big deal about it? Usually the ones you want to lose anyway.

The Uncomfortable Truth About the Transition

Let me be real with you about what happens when you raise your rates: there's going to be a tough stretch.

That dip before the breakthrough is absolutely real. You'll have fewer inquiries initially. Some potential clients will walk away. Your inner critic will have a field day telling you that you've priced yourself out of the market.

This is where most creatives panic and lower their rates back down. Don't do it.

This uncomfortable period is actually a filtering process. You're weeding out the clients who don't value what you do and making space for the ones who do. The clients who are willing to pay your new rates are typically better to work with, more respectful of your time, and more invested in the success of their projects.

I remember my first month after doubling my brand identity rates. I got one inquiry instead of my usual five, and I was convinced I'd made a huge mistake. Two months later, I landed my biggest client to date who paid those new rates without question and became a source of referrals. That one client made more revenue than the previous five smaller ones combined.

Preparing for the Transition

Before you raise your rates, build up a small financial cushion if you can. Having a buffer helps you stick to your new pricing when things feel uncertain. More importantly, prepare mentally for the fact that your business might feel slower initially.

This isn't failure; it's growth.

Remind yourself why you raised your rates in the first place. Higher-quality clients, more interesting projects, improved income, healthier boundaries. Keep that bigger picture in mind when the transition feels scary.

When You're Just Starting Out

"But Tracy, I'm just starting out! I don't have a portfolio or testimonials or any proof I'm worth premium rates!"

I hear you, and you're right that you might not be able to charge top dollar immediately. But "just starting out" rates should still cover your costs and pay you fairly for your time. You're not a charity case; you're a business owner building your reputation.

Consider offering a limited number of portfolio-building projects at reduced rates, but set a clear end date. "I'm offering my first five clients a special rate while I build my portfolio. After that, my standard rates apply."

This applies whether you're a brand designer, illustrator, web designer, or any other creative. The mindset matters more than the experience level.

The Long Game

Something I wish someone had told me earlier: raising your rates is part of growing your business. You should be charging more this year than you did last year. If you're not, you're either undervaluing yourself or not growing your skills.

Every time you learn something new, get better at what you do, or deliver great results, you become more valuable. Your rates should reflect that growth.

Your Worth Isn't Negotiable

The title of this article isn't "Pricing Your Services" or "Setting Your Rates." It's "Pricing Your Worth" because that's what we're really talking about.

You have worth, your creativity has worth, and your expertise has worth.

Stop apologising for charging what you need to charge. Stop feeling guilty for wanting to make a good living doing what you love. Stop letting clients make you feel like you should be grateful for scraps.

You are running a business, not a hobby. You've earned fair payment for the value you create. Start acting like it.

The Bottom Line

Pricing isn't about finding the magic number that makes everyone happy. It's about finding the number that sustains your business, pays you fairly, and attracts the right clients.

Some people won't want to pay it, and that's perfectly fine. They're not your people.

Your ideal clients understand that quality work costs money. They're willing to invest in their business, and they respect the expertise you bring to the table. These are the clients who will pay your rates without flinching and come back for more.

Stop racing to the bottom with your pricing. The only thing you'll find down there is burnout and resentment.