Introduction

In today’s fast-changing world of brand communication, events play a crucial role in creating authentic, impactful experiences. Shivani Rawat, Event Marketing Specialist at Loop, demonstrates how well-crafted events can shape public perception, build trust, and bring brands to life—especially in empathy-driven sectors like healthcare. Drawing from her early startup background and passion for purpose-driven storytelling, Shivani combines creativity, precision, and strategic insight to deliver memorable events that truly connect with audiences.

From Wearing Many Hats to Building Brand Identity

Shivani’s journey kicked off at ThePrint, where she joined as one of the founding team members in a fast-paced startup setting. Working closely with Founder Shekhar Gupta as his Executive Assistant, she also took charge of speaking engagements, event communication, and sponsorships. The all-round exposure gave her a strong grasp of how impactful messaging is built and shared.

What began as a love for storytelling soon grew into a deeper, strategic take on communication. Her time at ThePrint taught her how to put a face to a brand—making it relatable through clear messaging and authentic engagement. Today, she sees communication as a powerful tool to shape perception, build trust, and support business goals.

Giving a Brand Its Voice—and Keeping It Consistent

At the heart of Shivani’s approach is a belief that every brand has a personality, and finding its voice is about articulating that personality clearly. She begins by deeply understanding the brand’s mission, values, and audience. Then, she works to distill that identity into a tone and language system that remains consistent across all channels—press releases, digital content, and events alike.

To maintain this consistency, Shivani develops detailed tone and messaging frameworks, shared across content, design, social media, and events teams. Through regular alignment meetings and reviews, she ensures that every touchpoint resonates with the same recognizable brand voice, regardless of platform.

Storytelling with Soul: Standing Out in a Crowded Market

In an era where brands often compete on noise, Shivani stands firm on the value of authentic storytelling. Her approach is rooted in emotional resonance and purpose. Instead of just showcasing products or services, she focuses on highlighting the brand’s real-world impact and human connections.

A powerful example of this was CEEW Intergenerational Townhall, hosted on International Youth Day. Rather than relying on statistics or generic talking points, the event was designed around heartfelt stories that celebrated connection across age groups. The result? A deeper audience engagement and a stronger emotional association with the brand’s values.

Knowing Which Stories to Amplify—and When to Let Go

With a wealth of potential narratives always in play, choosing the right ones to spotlight is crucial. Shivani applies a clear filter: the story must align with the brand’s core values, speak to the audience’s needs, and offer depth or emotional relevance. If a narrative doesn’t meet those standards, she lets it go—prioritizing quality over quantity and impact over noise.

Authenticity in Public Interactions

Balancing strategic messaging with authenticity is a delicate but essential task—especially during events or public engagements. Shivani ensures this balance by preparing thoughtful, on-brand talking points that still allow speakers to sound natural and relatable. Her goal is always to remain real—not overly rehearsed—but intentional in message delivery.

Communication in Times of Crisis

When the stakes are high, Shivani emphasizes speed, clarity, and transparency. Her crisis communication playbook begins with a full understanding of the situation, followed by crafting direct, honest messaging in close collaboration with leadership. She focuses on consistency across all channels and carefully monitors public sentiment to adjust as needed—all while staying grounded in truth and empathy to rebuild trust.

Elevating Leadership Through Thoughtful Visibility

Shivani also plays a strategic role in shaping how leadership is perceived externally. From speaking engagements and expert panels to thought leadership articles, she curates opportunities that align with both personal expertise and the company’s mission. Post-event, she ensures amplification through targeted social media and curated recaps—helping turn one-time appearances into long-term brand assets.

The Role of Events in Brand Communication

For Shivani, events are more than just brand activations—they are immersive storytelling tools. Events allow people to experience a brand firsthand, creating deeper and more lasting impressions. From townhalls and workshops to community-based programs, she treats every event as an opportunity to reinforce the brand’s identity.

To measure success, she looks at a mix of qualitative and quantitative factors: attendance, engagement, social media buzz, feedback, and the alignment with broader business objectives like awareness, reputation, and customer acquisition.

Advice for Aspiring Communicators

Shivani’s advice for newcomers in brand communication and events is to stay curious, always question the “why” behind every message, and prioritize purpose over just completing tasks. At Loop, she looks for team members who are both detail-focused and mission-driven, especially as the company recently launched its manifesto aimed at adding 20 healthy years to every Indian’s life.

While telemedicine is a key step in making healthcare more accessible and compassionate, the ultimate goal is delivering proactive, meaningful care. Shivani also stresses the value of building genuine relationships and truly listening—because real insights and compelling stories come from deeply understanding people.

Conclusion: Storytelling That Matters

Shivani Rawat demonstrates the evolving power of communication—one that goes beyond media placements and brand guidelines to something more enduring: trust, connection, and impact. Through a careful blend of empathy and strategy, she shows how communication can be a true differentiator in crowded markets and meaningful moments alike.

At a time when audiences seek both clarity and authenticity, Shivani reminds us that the strongest stories are those told with heart, purpose, and precision.

                                                              – Interview conducted by Sandhya Bharti, Deputy Editor at Indian Startup Times