ABSTRACT
This chapter covers the problem with selling our services as neutral and accurate, the messages that work for clients, the importance of selling interpreting on the basis of value, rather than necessity. The greatest priority for every interpreter and every interpreting association is to convince potential clients that their services are valuable. People trust consistency and genuine behaviours. It's about being a defined brand, being 'predictable' in the way you would do or say something. Timeless yet innovative The challenge for any brand, and especially for those in a very specific industry like ours, is to 'be an evergreen', yet stand out for the innovative approach or different spin on things. Rainy London Translations palette recreated the colours of the Union Jack, the flag of the United Kingdom; the red has slightly evolved toward a pillar-box red over the years, yet remaining true to the initial concept.
