You might want to mention fees at this point too. It is very easy to be swayed by preconceptions. The clients may have seen something that they like and want the same for themselves, or something along the same lines. No, avoid preconceptions. No two problems are exactly the same.
Unique problems require unique solutions.
The trick is to identify what is unique about this particular problem. Dig for it. Stand it naked in the sunlight. A few months ago, I wrote about how different designers have different strengths and weaknesses and how you can map their skills on a notional prism. Your skills may be in illustration, or typography, or in lateral thinking - it takes all sorts.