There are many tools and resources which can be utilized to show who your brand is live streaming. For example, Periscope is one of the most popular and there are others such as; Meerkat, Ustream and Livestream. The bottom line is there are many options from which to choose from and use. The point is to discover which option works best for you and use it, often.
Live streaming can go as long a time period as you wish which sets it apart from other engagement resources. You can get up close and personal with your audience if you so choose.