Your company's event DNA is the set of core characteristics that make every event recognisable as yours. At Live Impact we start every project with four questions:
Then collect concrete building blocks: the words clients use about your brand, the images at the office, the music at Friday afternoon drinks. These are signals of what authentically belongs to you.
Then test whether it also fits the audience of the event. A tech start-up has a different DNA from a family business with 75 years of history. Write the DNA down together on an A4: three core values, three taboos, three iconic images. You use that document as a compass for venue, programme, catering, décor and communication. That way you avoid generic events that could just as well have come from any random competitor.