Transcreation

When translation is not enough

Translating marketing content is different from translating most other content. In fact, it’s not even called translation. It is transcreation. It is what you use to translate your tag lines, marketing copy, and any other content that is very brand-sensitive. Transcreation can drive your marketing and sales efforts in markets around the world.

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Transcreation

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What is transcreation?

Translating marketing content is different from translating most other content. In fact, it’s not even called translation. It is transcreation. It is what you use to translate your taglines, marketing copy, and any other content that is very brand-sensitive. Transcreation can drive your marketing and sales efforts in markets around the world.

How is it different from translation?

Transcreation differs from translation in five important ways: a. It usually involves copywriting from scratch as in most cases existing content is very specific to the home locale and won't relate to users in different region. b. Transcreation teams cannot be recruited, they have to be built as the skillsets required are rare to find. It calls for some hybrid skills such as copywriting, translation, and subject matter expertise, so team work and close collaboration with the client is necessary. c. Quality metrics for translation and transcreation are different, so as the objectives. Transcreation metrics may include lead nurturing, customer engagement, and brand awareness, but it may not be limited to these and may vary according to business priorities. d. Transcreation is used in limited contexts unlike translation which has wide spread because of the cost and time involved, and it usually includes website homepage, ad copy, and tag lines. e. Transcreation is nota use case for machine translation (MT) obviously, as it needs high-quality and creative professional human effort.
Your language services provider(LSP) can advise on these to consider carefully which content may require transcreation and the best way to do it.

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Why transcreation?

Often, when words are simply translated from one language to another, they may not actually resonate with people from a different culture. For instance, familial and community ties are valued more than individualistic behavior in some cultures. Hence, when designing or writing for such cultures, the copy as well as the visuals need to reflect these values. Also, there may be subtle nuances in the colors, numbers, symbols, and body language preferred by the people of one region over the other. A perfect example would be again your Marketing copy - As it’s what your prospects encounter first, it needs premium treatment because it must work extra hard to bring those customers through the door for you.

How to succeed with transcreation?

To make transcreation successful, keep a couple of things in mind: a. Make sure there is a creative brief to start with. In here, clearly mention the target audience, the tone of voice, specific variants of a language to be used, etc. The creative brief lays down the central idea of the brand messaging, absence of this may end up re-doing everything, which is not what you want. b. It would be good to go with an LSP rather than a marketing agency. Take for instance the copy for digital ads. While a marketing agency may know how to create great copy, the LSP knows how to create great copy which is relevant to the locale as well as true to the original idea. c. Create a style guide and glossary and clearly mention the terms you want used and those not, and make sure your
transcreation team members have access to it. Using locale-specific terminology is an essential part of transcreation and it also helps in getting multilingual search engine optimization (SEO) right. d. Determine the level of transcreation you want upfront to avoid misalignment with the LSP, which in general includes the market, its sensitivity to culture-relevant marketing, and of course, your budget. e. Lastly, a close collaboration within involved teams to establish clear and agreed-on feedback and review processes, to ensure smooth working for expected output.

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What is this service exactly?

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Why transcreation
Why transcreation?
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Translation-and-Transcreation
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Transcreation Services
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Why transcreation?

Marketing copy is one of the most important content assets you own. It’s what your prospects encounter first. It is what they are going to remember and judge you by. It needs premium treatment because it must work extra hard to bring those customers through the door.

Often, when words are simply translated from one language to another, they may not actually resonate with people from a different culture. For instance, familial and community ties are valued more than individualistic behaviour in some cultures.
Why transcreation
Hence, when designing or writing for such cultures, the copy as well as the visuals need to reflect these values. Also, there may be subtle nuances in the colors, numbers, symbols, and body language preferred by the people of one region over the other.
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