Whose brief is it anyway; the brand or the audience?
Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores why understanding both briefs, and finding the sweet spot between them, is key to delivering impact that lasts.
In experiential events, the brand brief usually arrives first. It’s well‑defined, full of objectives, messages, timelines, and budgets. But there’s another brief, less obvious yet equally powerful: the one written by the audience. Their expectations are rarely stated outright. Rather, they evolve silently, influenced by culture, technology, and their own lived experiences.
The tension between these two briefs is where the real challenge lies. How do you deliver for the client’s objectives while also connecting with the very people they want to reach?
The shifting audience mindset
We invest heavily in understanding audience behaviour. It’s not just about spotting trends; it’s about identifying deeper motivators; why people show up, engage, and remember. Over the last few years, we’ve seen a notable shift:
- From passive to participatory – audiences expect to shape the experience, not just watch it unfold.
- From polished to authentic – overly scripted moments are losing impact; honest, human interactions resonate more.
- From spectacle to meaning – impressive builds still have their place, but audiences increasingly look for purpose behind the wow‑factor.
These changes are gradual, but they’re significant. They don’t invalidate brand goals; they redefine how those goals must be achieved.
When brand goals and audience desires clash
However, there can be an uncomfortable reality: sometimes what the brand wants isn’t what the audience needs. Maybe the message feels too corporate. Maybe the format doesn’t fit how people prefer to engage.
When this happens, there are two choices:
- Push ahead regardless and hope the audience adjusts.
- Rethink the approach and design something that bridges the gap.
The second option requires more work… and more courage. It means challenging assumptions, reframing briefs, and sometimes saying: there’s a better way to meet your objectives. But when brands embrace this mindset, the results are consistently stronger, delivering not only engagement but measurable commercial impact.
Finding the point of alignment
The best events aren’t compromises between brand and audience. They’re moments of alignment, experiences where the brand’s purpose meets the audience’s expectations in a way that feels natural and relevant. Achieving that sweet spot starts with research, honest conversations, and a willingness to adapt.
Because ultimately, experiential events aren’t about what brands want to say. They’re about what audiences are ready to hear, and how you make them care.
