Choosing the right event type is no longer about picking a format that feels familiar or easy to deliver. For most organisations, events now carry real weight – culturally, commercially and reputationally. They bring people together at moments that matter, whether that’s setting direction, rebuilding momentum, celebrating success or introducing something new.
This guide is designed to help senior brand, marketing, HR and internal communications teams make clearer, more confident decisions during the events planning process, about which type of experience will genuinely serve their needs. Rather than listing options, it focuses on how different event types work, when they’re most effective, and how to choose the right approach based on people, purpose and context.
What you’ll discover:
- The right event type depends on what you need people to understand, feel or do
- Brand Experiences act as an umbrella approach, shaping how events are designed and delivered
- Audience context and internal dynamics matter as much as creative ambition
- The strongest experiences combine human connection with disciplined delivery
- Success is measured by engagement, clarity and momentum – not attendance alone
Why Event Type Choice Matters in Today’s Organisations
Events have become moments of focus in increasingly busy, distracted organisations. When people step away from day-to-day work to attend a conference, a Sales Kick Off or a company celebration, expectations are high and time is precious.
Choosing the wrong format can quickly dilute impact. A leadership message delivered in the wrong environment can feel rushed or disconnected. A celebration that misses the mood of the organisation can fall flat. Even well-intentioned events can struggle if the experience doesn’t match what people actually need at that moment.
The most effective organisations treat event type as a strategic decision, not a logistical one. They recognise that format shapes energy, attention and emotional response – and that those factors directly influence how messages land and what people take away.
In increasingly complex organisations, moments that bring people together play a critical role in engagement and alignment – something long recognised by bodies such as the Chartered Institute of Personnel and Development, which consistently highlights the importance of clear communication and meaningful connection at work.
Brand Experiences as an Umbrella Approach
MGN uses Brand Experiences as an umbrella term for how corporate events are approached, designed and delivered. It’s not about replacing familiar event formats, but about raising the bar on how they’re experienced.
A conference, leadership offsite or company celebration becomes a brand experience when it’s intentionally designed around people – how they arrive, how they engage, and how they leave feeling. It’s the difference between simply running an event and creating a moment that reinforces culture, clarity or connection.
Under this umbrella, different event types still play distinct roles. Internal events may focus on alignment and shared understanding, while external experiences might be designed to spark awareness or conversation. What unites them is a deliberate focus on experience, not just agenda.
Start With Outcomes, Not Formats
Most event briefs don’t begin with a neat objective statement. They usually start with signals: teams feeling slightly out of sync, messages not landing, energy dipping, or leaders wanting people to feel more confident about the direction ahead.
When teams feel out of step – messages drifting between departments, leaders saying similar things in different ways, or momentum slowing – the right experience can act as a powerful reset. Internal experiences such as Sales Kick Off events, leadership conferences or carefully designed offsites create space to realign priorities, reconnect people to the bigger picture and bring consistency back into the story.
By contrast, when the goal is to introduce a brand to new audiences, shift external perception or spark wider conversation, public-facing experiences are far better suited to creating visibility and momentum.
Starting with the outcome – rather than the format – helps ensure the experience genuinely supports what the organisation needs next.
Understanding Audience, Context and Stakeholders
Stakeholder dynamics also play a defining role, particularly in larger organisations. Events rarely sit neatly with one team; they’re often shaped by brand priorities, internal communications, leadership expectations and practical considerations around budget and delivery.
It’s not uncommon for different voices to have different ideas of what success looks like, or different levels of comfort with scale, visibility and risk. Taking time to understand those perspectives early helps ensure the chosen event format brings people together, rather than pulling in different directions.
Practical realities add another layer. International audiences, dispersed teams and tight timelines all influence what’s achievable, and what will genuinely work for the people involved. The strongest event decisions are those that combine ambition with realism, creating experiences that feel confident, considered and right for the moment.
Core Brand Experience Categories
While every organisation is different, most corporate experiences fall into a small number of broad categories. Understanding these helps teams navigate options without over-complicating the decision.
Brand & Marketing Events
Brand & Marketing Events are typically outward-facing, designed to build awareness, shape perception or introduce something new. Product launches, roadshows and experiential marketing moments often sit here, where energy, storytelling and shareability are key.
Corporate Parties & Celebrations
Corporate Parties & Celebrations focus on people and culture. From end-of-year celebrations to incentive events, these experiences recognise effort, build connection and reinforce a sense of belonging.
Conferences & Internal Events
Conferences & Internal Events are often about clarity and alignment. Leadership conferences, Sales Kick Offs and company offsites create space for focus, shared understanding and meaningful conversation – particularly during periods of change or growth.
Digital & Virtual Experiences
Digital & Virtual Experiences support reach and continuity, especially for global or hybrid teams. When designed thoughtfully, they complement in-person moments and help maintain engagement beyond a single day.
Designing the Experience, Not Just the Agenda
People rarely remember every slide or session, but they do remember how an event made them feel. Experience design focuses on those moments – the tone in the room, the flow of the day, the opportunities for participation and connection.
A strong experience has a clear narrative, moments of energy and space for reflection. Whether it’s a leadership conference or a company celebration, design choices around environment, pacing and interaction shape how engaged people feel and how messages are absorbed.
When experience is designed with care, events move beyond information delivery and become moments that genuinely resonate.
Production Reality Check - What Often Gets Overlooked
Behind every successful experience is solid delivery. Many challenges don’t come from creative ambition, but from compressed timelines, unclear decision-making or underestimating complexity.
Early clarity around roles, approvals and dependencies makes a significant difference. So does planning for the unexpected – from last-minute changes to practical constraints. When delivery feels calm and considered, it builds trust with stakeholders and allows the experience itself to shine.
Strong production doesn’t compete with creativity; it enables it.
Measuring Success and Proving Value
Success looks different depending on the event. For a Sales Kick Off, it might be clarity and confidence. For a celebration, it could be morale and connection. For an external experience, it may be awareness or advocacy.
Meaningful measurement reflects those differences. Engagement, sentiment and follow-up action often provide richer insight than attendance figures alone. When success is defined early, it becomes easier to demonstrate value and learn from each experience.
Conclusion
There’s no single “best” event type – only the right one for the moment you’re in. By approaching events as brand experiences, organisations can make more thoughtful decisions, design more engaging moments and deliver experiences that truly support their people and goals.
When strategic intent, human insight and operational care come together, events become more than dates in the diary. They become moments that move organisations forward.
Talk to Us
If you’re weighing up different event options and want to talk through what might work best for your organisation, a conversation can help bring clarity.
Call: 01932 22 33 33
Email: hello@mgnevents.co.uk
FAQs: Events Planning & Brand Experiences
How does events planning fit into a brand experience approach?
Events planning provides the structure and discipline that allow brand experiences to succeed. Clear timelines, logistics and coordination ensure the experience delivers on its intent and feels seamless for those attending.
Are corporate events still relevant within Brand Experiences?
Completely. Corporate events remain essential - they’re simply designed with greater intention around how people engage, connect and take meaning from the experience.
How early should event type decisions be made?
As early as possible. Early decisions help shape budget, stakeholder involvement and delivery approach, reducing pressure later in the process.
Can one event achieve multiple objectives?
It can, but clarity is key. The most successful multi-purpose events prioritise outcomes and design the experience carefully to avoid overloading audiences.
How do digital and in-person experiences work together?
Digital experiences can extend reach and reinforce messaging, while in-person moments create deeper connection. When integrated thoughtfully, they strengthen one another.
Kat Shepherdson,
Head of Event Management
Kat’s the person you call when you need clarity, a plan, or just someone to tell you it’s all going to be fine (and actually mean it) which comes from her 15+ years in the events industry. Known for her thoughtful leadership, avocado enthusiasm, and tendency to invent the occasional word, she strikes the perfect balance between creative flair and operational precision.
