Valeria Aliperta | IAPTI Conference Bordeaux 2015

Not just a pretty logo: brand voice, storytelling & marketing channels

There’s more to businesses than just a brand – or is there?

In this world rapidly evolving and with a fierce competition, brand should not be seen as a necessary evil but as a way to boost your visibility, to be found and prove your worth. But a nice logo is certainly not enough if it does not represent who you are, the voice of your brand, or the services you offer. It can even misrepresent a business and create false expectations in prospects.

This talk will present famous brand and examples of successful, effortless brands and how their image really does the job, touching on topics such as:

What’s brand voice and why it should speak in the right language to your client
The importance of setting brand guidelines and identifying the right target audience
Storytelling as the backbone of a brand
Consistent use of marketing channels and examples of innovative options to boost social media engagement
The power of effective copywriting and advertising in connection to branding

Biography

Valeria Aliperta (member of IAPTI and Head of External Relations, Member of the Chartered Institute of Linguists, member of ASETRAD and TRADINFO) is a conference interpreter and translator working from English, Spanish and French into her native Italian. Her fields of expertise are IT, fashion, design, marketing and advertising. She runs monthly gatherings of colleagues, the London TweetUps, in London. Along with talks and webinars for associations and international conferences, she writes articles and guest posts on branding / corporate identity and regularly contributes to the ITI Bulletin among other publications. In 2013 she has launched Rainy London Branding, entirely dedicated to branding and identity consultancy www.rainylondonbranding.com helping several colleagues and other professionals with their branding needs. Along with Marta Stelmaszak, she runs The Freelance Box, a series of hands‐on, in‐person courses on the practical side of the freelance translation business (www.thefreelancebox.com). She has also just launched a new project, The Stylish Freelancer (www.thestylishfreelancer.com) a blog that talks style, productivity, business and freelancing life in general.