How can you brainstorm creative concepts that align with a client's brand?

1 Understand the brief

The first step is to understand the brief. The brief is the document that outlines the client's needs, expectations, and objectives for the project. It should include information such as the target audience, the key message, the tone of voice, the budget, and the timeline. The brief is your guide to what the client wants and why. Read it carefully, ask questions, and clarify any doubts or assumptions. The better you understand the brief, the more aligned your concepts will be with the client's brand.

3 Generate ideas

The third step is to generate ideas. This is the stage where you let your creativity flow and come up with as many concepts as possible. You can use various techniques to generate ideas, such as brainstorming, mind mapping, word association, sketching, or mood boarding. The goal is to explore different angles, perspectives, and possibilities, without judging or filtering them. You can work individually or in a team, depending on your preference and the project scope. The more ideas you generate, the more options you will have to choose from.

4 Evaluate ideas

The fourth step is to evaluate ideas. This is the stage where you narrow down your concepts and select the ones that are most suitable for the client's brand. You can use various criteria to evaluate ideas, such as originality, relevance, feasibility, clarity, and impact. You can also ask for feedback from your colleagues, your manager, or your client, depending on the project stage and the agreement. The goal is to eliminate the ideas that are weak, off-brand, or unrealistic, and keep the ones that are strong, on-brand, and achievable.

5 Refine ideas

The fifth step is to refine ideas. This is the stage where you polish your concepts and make them more concrete and compelling. You can use various tools to refine ideas, such as copywriting, design, animation, or prototyping. The goal is to enhance the ideas and make them more appealing, engaging, and persuasive. You can also test your ideas with your target audience, your client, or your stakeholders, depending on the project stage and the agreement. The goal is to validate the ideas and make sure they meet the objectives and expectations.

6 Present ideas

The final step is to present ideas. This is the stage where you showcase your concepts and explain how they align with the client's brand. You can use various formats to present ideas, such as slides, videos, mockups, or demos. The goal is to communicate the ideas clearly, confidently, and convincingly. You can also anticipate and address any questions, concerns, or objections that the client may have. The goal is to persuade the client that your concepts are the best solution for their problem and that they match their brand.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?