The Ideation Process Explained
Catching the big fish
Ideation is where your brand starts to take shape. It’s the critical point where ideas turn into something tangible and meaningful.
In today’s market, a brand can’t just afford to look good. It needs to be intentional, strategic, and built to connect.
That’s why ideation isn’t just about logos or taglines. It’s about exploring the full picture: the ideas, insights, and creative cues that form the foundation of a distinct and cohesive brand.
In this section, we’ll unpack how the ideation process works—and how it helps you move from loose ideas to a brand that’s clear, considered, and ready to make its mark.
What is Ideation?
Ideation is the process of generating, shaping, and communicating new ideas. It’s how businesses explore opportunities, solve problems, and create value.
In short: it’s the fuel behind innovation. A structured way to go wide on possibilities then zero in on what works.
At Dave Clark New Zealand, we use ideation to uncover bold ideas grounded in strategy. Here’s how the process typically unfolds:
1. Define the challenge
Start by clarifying what you’re trying to solve or unlock. What are the business goals? Where are the pain points? What’s the opportunity?
2. Explore possibilities
This is where ideas flow. Through workshops, creative prompts, and collaborative sessions, we push thinking in unexpected directions—without judgment or filters.
3. Evaluate and refine
Not every idea will fly. We assess each one for strategic fit, feasibility, and creative strength. Then we shape the strongest into viable directions.
4. Prototype and test
Bring the ideas to life—visually, verbally, or experientially. See how they perform in context. Who benefits? What shifts?
5. Learn and evolve
Every round brings insights. What worked? What didn’t? We use that feedback to sharpen the idea further—or take the next big swing.
Ideation isn’t a one-off. It’s an ongoing mindset—one that helps businesses stay relevant, responsive, and ready for what’s next.
Who should be involved in an ideation session?
Great ideas can come from anywhere, so your ideation sessions should reflect that.
Bring in a mix of people from across your business. Different departments, different levels, different day-to-day realities. From senior leaders to frontline teams, every perspective adds value.
Often, the best ideas may come from those closest to the problem. They see the friction firsthand and can offer insights others might overlook. Though just as often, a fresh outsider view can unlock something no one inside the process has thought of.
The goal is diversity of thought, not hierarchy. Invite people with different roles, skillsets, and ways of thinking. You’ll get stronger ideas, more unexpected angles, and better outcomes.
Some of our sharpest thinking has come from voices we almost didn’t include. So when in doubt, add a chair.
We helped Z Espress with ideation
Preparing for ideation: bring the spark
Here’s how to get things flowing before you hit the whiteboard:
- Set the tone
Create an open, inclusive space where every idea is welcome. Encourage people to think wide, weird, and without fear of being wrong. - Frame the problem
Be clear on what you’re solving. A sharp, shared brief keeps thinking focused and stops the session veering into the vague. - Seed a few starters
Come armed with a few early ideas. Not to steer the group, but to warm things up. A rough thought can be the springboard to a great one. - Gather inspiration
Curate reference points—articles, screenshots, quotes, examples from other industries. Anything that can provoke new angles or challenge the status quo.
A little groundwork goes a long way. Come prepared, and you’ll kick off a session that’s sharper, braver, and far more productive.
Balancing creativity with business objectives
Big ideas are essential. But they need to do more than sound good—they need to work.
Creativity should be bold, but it also needs to be grounded. That means pressure-testing ideas against your business goals from the start.
Ask the practical questions:
- Does it solve the right problem?
- Is it achievable with the resources you have?
- Will it make a measurable difference?
Not every idea needs to be big to be effective. Sometimes, the smartest moves come from scaling a bold concept into something simple, focused, and doable.
Remember, great ideas don’t just look good on paper—they move your business forward. That’s the balance to aim for. And at Dave Clark New Zealand, that’s consistently the measurement we’ll loop back to.