You uncover your company's event DNA by asking four questions.
(1) Which three values matter most to us as an organisation? For example, innovation, trust or inclusivity. These are your brand pillars.
(2) How do we want attendees to feel during our event? Think empowered, challenged or cared for. This shapes the emotion.
(3) How do we normally speak to people: casually, formally or inspirationally? This is your tone.
(4) What sets us apart from competitors? This shapes what makes your event unique.
Interview three core team members separately and compare the answers. Where they agree, that's where your DNA sits. Don't start with concept ideas — start with these four questions. Write the answers on one page. This becomes your reference document. All later event choices (venue, speakers, format) must 'feel like our DNA'. Live Impact guides this discovery process.