- make sure you used the up-to-date image to install from, the ssh file option is new.
- if you are in an environment where other raspberry pi can be connected (company network), make sure you are connecting to you own raspberry pi. A few weeks ago I thought setting up my raspi and realized too late that I completely screwed another departmens Dashboard ;-) they just used the standards without bothering to change the password or hostname... See next step.
- Did you already log into your pi lets say with a monitor and keyboard or alternatively with console cable / COM port? If you can do that, than it would make sense to change your hostname from raspberrypi.local to something else. If your network / device uses bonjour/zeroconf you could ping your device with the new hostname you just created. This way you can be sure your are addressing the correct device.
- if you are logged in use
raspi-configand check again that SSH is enabled.
In short: I believe you either trying to log into the wrong device, or have the wrong password, or both.