How to plan a theme for your business event
1. Introduction
How to plan a theme for your business event. This comes up a lot in my work. Over the past few years I’ve become a bit of a sounding board for clients who are puzzling over event themes, often while deciding whether I should speak at their event or not.
I love those conversations — they’re creative, energising and full of possibility. But I’ve also spotted a few common missteps. The same pitfalls crop up again and again and they can take the shine off what should be a brilliant experience.
So, I thought it was time to share my take on how to get it right. I’ve worked at hundreds of events and met thousands of people — from organisers to audiences — so I’ve seen what makes them buzz and what leaves them feeling flat.
You know the kind: one event has everyone punching the air on the way out, while another feels a bit wishy washy and forgettable.
What makes a great business event?
In this blog we’ll look at three things:
- How to define your event purpose — the baseline that everything else depends on.
- The factors that can influence your theme (I’ll explain what I mean by that in a moment).
- How to elevate your theme so it sticks in people’s minds long after the goodie bag is forgotten.
By the end, you’ll have a clearer idea of how to shape a theme that feels meaningful, relevant and memorable. I’m Penny, I’m a speaker, and this gives me a front-row view of how events are built. So, let’s get into it.
By Penny Haslam
MD and Founder - Bit Famous
Penny Haslam is one of the most sought-after female motivational speakers in the UK with her talks on communication and confidence. She's an executive coach and is the author of two business books, Make Yourself a Little Bit Famous, and Panel Discussions - The Ultimate Guide.
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2. How to define your event purpose
Before you rush into booking speakers, designing slides or worrying about what’s in the delegate bag, pause for a moment. Ask yourself: what’s the actual purpose of this event?
It sounds obvious, but it’s where so many events fall down. The temptation is to dive straight into the logistics — filling the day with content, cramming in speakers, or creating a jazzy graphic. But unless you’ve nailed down the purpose, the rest is a bit like building a house without foundations.
What kind of events are we talking about?
When I say “events” I’m not talking about Glastonbury or a stadium rock show (although how brilliant would that be?). I mean the everyday business events that make up working life:
- All staff meetings — the big town-hall moments where everyone comes together.
- Employee networks or groups — monthly or regular gatherings to connect around a shared interest.
- Client events — where you invite customers into your world.
- Annual calendar moments — like International Women’s Day or Pride Month, which many organisations mark.
- Leadership off-sites or away days — those all-important occasions when senior teams step back from the day-to-day.
If you’re the one organising these, chances are it’s not even in your job description. It’s often an “off the side of the desk” project, squeezed in around everything else. Which is exactly why having a clear purpose saves you time, stress and endless back-and-forth.
2.1 Purpose comes before theme
Here’s where people get tangled: purpose and theme aren’t the same thing. Purpose is your North Star. The theme is how you dress it.
So, if you’re running a team-building day, the purpose might be to build unity and celebrate collective success. The theme comes later — it might be “Stronger Together” or “One Team, One Goal.” But you can’t get there until you’ve asked the deeper question: why are we doing this in the first place?
Examples of event purposes
Different events call for different purposes. Here are a few common ones:
- Team building: encouraging collaboration and celebrating shared wins.
- Career growth: inspiring people to lean into their development, often seen in careers weeks or learning festivals.
- Networking: creating opportunities for people to connect and swap ideas.
Take the private equity firm I worked with recently. They were hosting a big event in New York — sadly, I wasn’t invited to the party, but I did work with their senior leaders on keynotes, panels and fireside chats. Their purpose wasn’t to impress investors, but to support the start-ups they’d invested in. They wanted those founders to network, share experiences and feel part of a bigger journey. Out of that, their theme emerged: Connect and Learn. Simple, clear, and something everyone could rally around.
2.2 Use the do, know, feel framework
A practical way to define your event purpose is to ask three deceptively simple questions:
- What do you want people to do?
Maybe you want them to sign up for a mentoring programme, join a WhatsApp group, or start pitching their own ideas. At that private equity event, the ask was clear: join the learning WhatsApp group. Everything else — the speeches, the brochures, the reminders — pointed back to that one call to action. - What do you want people to know?
This doesn’t always mean facts and figures. It might be a reminder of values, or even permission. At a careers week I spoke at, the organisers wanted women to know that their applications for promotion were encouraged — even if they didn’t succeed first time. That message alone reassured and motivated people to step forward. - What do you want people to feel?
This is where the magic happens. Motivation is the easy answer, but sometimes you need nuance. A director I coached had to deliver tough news about market conditions. His goal wasn’t to leave people deflated, but to make them feel focused, empowered and galvanised to act. In other words, he wanted realism with a side of determination.
Why clarity of purpose changes everything
When you’ve worked through those questions — do, know, feel — you’re no longer just running an event, you’re shaping an experience. It gives you a filter for every decision: does this speaker, activity or slide support our purpose? If not, it doesn’t make the cut.
So before you worry about the playlist or the catering, step back and ask: what do we want people to walk away doing, knowing and feeling by the time this event ends? Get that right and you’ve already won half the battle.
3. The factors that can influence your theme
Let’s get into influencing factors. Yes, I know — it sounds a bit like an essay question from your A-levels, doesn’t it? But stay with me, because it’s a really practical way of thinking about what should shape your event theme.
Why influencing factors matter
In the last section, I talked about a director who opened his company’s leadership off-site with a tough message about finances. Not exactly the most comfortable way to start a day together. But that was the point. It set the tone for the discussions that followed and made sure everyone was focused, not drifting along.
That’s what I mean by influencing factors. They’re the forces, inside or outside your organisation, that shape the purpose of your event and steer the theme.
Internal change and corporate goals
Sometimes the influencing factor comes from within. Maybe your organisation is going through change, and the event is a chance to get people on board. Or perhaps you want to align everyone around corporate goals — reminding people of the bigger picture.
This is where you can ask: are we using this event to reinforce our vision? Are we using it to communicate a change in direction? These things all count as influencing factors.
Industry trends and the economic climate
Then there are the big external forces. What’s happening in your industry right now? What’s hot, what’s challenging, what’s keeping people awake at night?
And don’t ignore the wider context either. Economic factors can be the elephant in the room. Remember the cost-of-living crisis? At first, many leaders weren’t sure whether to mention it at events. But when they did, you could almost hear the sigh of relief in the room. People notice these things — pretending they’re not there feels tone-deaf.
It’s not about making the economy or politics your theme. But it is about acknowledging the shared reality. It shows empathy and it helps your audience trust you.
News and global events
What’s happening in the world right now? Big news stories, moments of uncertainty, even conflict — they all shape how people feel when they walk into a room. You don’t have to make them part of your theme, but you should have them on your “mood board” of influences. If something’s dominating the headlines, don’t ignore it. Acknowledge it briefly, and your audience will thank you for not pretending it doesn’t exist.
Technology and innovation
Then there’s technology. Yes, AI is changing everything — we can’t avoid talking about it. But sometimes the influencing factor is more niche.
I once spoke at the launch of a new sewing machine. Not exactly my usual stage, I’ll admit, but it was fascinating. In the room were around 100 independent retailers, all eager to see the latest model. This wasn’t a hobby machine either — it was a £15,000 piece of serious kit. And the buzz in the room? Incredible.
That launch event worked because the organisers understood the influencing factor: the excitement of new technology. Whether it’s AI or a top-end sewing machine, innovation can give your theme a natural energy.
Brand, engagement and culture
Finally, don’t forget the internal voices you might not immediately think of. HR might be waving the flag for employee engagement. Marketing might be frustrated that staff aren’t sharing LinkedIn posts. Both are valid influencing factors.
Bringing these perspectives together can help shape a theme that makes sense for everyone. If the influencing factor is brand alignment, your theme might need to focus on pride, identity or visibility.
Bringing it all together
Influencing factors don’t always become your theme, but they deserve a place on your brainstorming board. They’re the backdrop, the context, the undercurrent. Ignore them and you risk your event feeling flat or disconnected. Acknowledge them and you build relevance, empathy and trust into everything you do.
4. How to elevate your theme
So, you’ve come up with a theme. It feels good. It aligns with your outcomes. Maybe it’s about connection and growth, or it ties neatly into your values and mission. Great. But here’s the question: how do you elevate it so it doesn’t just sit there on a banner — but actually runs through your whole event?
Treat your theme as a North Star
Think of your theme as a North Star. Every piece of content, every interactive workshop, every panel discussion should point back to it. It doesn’t have to be complicated. Sometimes the best themes are the simplest: Connect and Learn. What’s Next for Us? The beauty of simplicity is that it makes everything easier to align.
Speakers and the subtle power of briefing
One of the most effective ways to elevate your theme is through the people you put on stage. At most internal events, the “usual suspects” — leaders and senior managers — make up the bulk of the lineup. And yes, you might book a motivational speaker to kick things off or a closer to end on a high. (I often get slotted into the post-lunch graveyard shift to shake people out of their carb coma — not glamorous, but surprisingly effective!)
But here’s the key: don’t just book speakers. Brief them. Give them context. Share the backstory of why you’ve chosen your theme. That way, they can weave your priorities into their talk without it sounding forced. A good speaker can adapt their usual content and pepper it with the language and references that make it land for your audience.
The same applies to panel discussions. A moderator who knows the theme can steer conversations back to it, and panellists can bring their own angles while still reinforcing the North Star. I once spoke at an event where the theme was collaboration. I’m not a collaboration guru, but I framed parts of my talk around trust and challenge, adding a fresh perspective. It kept the theme alive without being repetitive.
Use pre-event buzz and interactive elements
Themes don’t just come alive on the day. You can build momentum beforehand. Share teaser videos. Post discussion prompts on your intranet or LinkedIn. Ask people to contribute their own stories or ideas linked to the theme. That way, they arrive already invested.
On the day, make the theme tangible through interactivity. Icebreakers, facilitated networking or workshop tasks can all tie back to the North Star. At that private equity event in New York I mentioned earlier, “Connect and Learn” wasn’t just a slogan. They ran structured networking sessions to make sure it actually happened. That’s how you elevate a theme — by translating it into real experiences.
Visuals and design that reinforce the message
Don’t underestimate the impact of visuals. Slide decks, handouts, room dressing — even the wording on session titles — should echo your theme. It’s not about wallpapering it everywhere, but about creating subtle reinforcement. When your delegates see it, hear it and experience it, the theme sticks.
Keep it simple, keep it bold
Here’s where I’ll give you my KISS reminder: keep it simple, stupid. People don’t remember a dozen different messages. They remember one strong, bold idea. So say more about less. Let the theme guide what you don’t include as much as what you do.
And don’t shoulder all the responsibility yourself. Get input from colleagues, check how the theme lands with others, and give yourself time to shape it. I once worked with a client just two weeks before their event. No theme. Panic stations. We sat down, nailed one, and everything else fell into place beautifully. But trust me, it’s easier with more time.
Mood boards, Post-Its and Sharpies
Finally, have some fun with it. Grab a mood board, throw ideas on Post-Its, scribble with Sharpies. Play with words until something clicks. When you’ve got that North Star, planning the rest of the event becomes a joy rather than a slog.
Elevating your theme isn’t about making it fancy. It’s about embedding it so deeply that people don’t just see it on the screen — they walk away doing it, knowing it and feeling it.
5. Conclusion: bringing it all together
So, that’s my take on how to plan a theme for your business event. First, get clear on the purpose. Then, pay attention to the influencing factors that will shape it. And finally, elevate your theme so it’s not just words on a slide but something people actually experience, remember and act on.
My hope is that you’ve done exactly what I always ask audiences to do — walk away doing, knowing and feeling something. If you’ve ticked those three boxes, then job done.
I love talking about themes. Really, I do. It’s part of my work as a motivational professional speaker, but it’s also something I find endlessly creative. I often act as a sounding board for organisers who want to check they’re heading in the right direction. Sometimes that leads to me speaking at the event. Sometimes I point them towards other brilliant speakers who might be a better fit. Either way, the conversation is always worthwhile.
So if you’re an event organiser and you’d like a chat about your theme, your challenges or what you hope to achieve, drop me a line at hello@bitfamous.co.uk. No pressure, no obligation — just a conversation.
Go on, be bold, be brilliant, and make your theme the North Star that guides everything else.
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