Transcreation: The True Art of Marketing

In the translation world, the same message text resonates differently from one culture to another. If this message is related to marketing then it becomes more challenging. For addressing this issue, many translation agencies take assistance from transcreation. 

Transcreation is used to resonate the marketing message with the culture. After transcreation global companies take the assistance of marketing translation services to get there across the masses according to their requirements. 

What is Transcreation?

Transcreation is a step ahead of a literal translation. It takes the literal translation to next level by changing the style and tone of the content to resonate with the culture of the target market. It is a creative process that helps translators to reflect on the different aspects of culture and society. 

Transcreation includes different colloquial phrases that may lose their meaning in different cultures. Therefore, they are rewritten so that they convey the message to the target audience according to their understanding. 

Background of Transcreation 

Do you know that concept of transcreation started in the second half of the 20th century in India and other countries? These countries were facing the problem of translation issues in imported entertainment like international books and films. Therefore, the requirement for film translation services becomes the main reason for the development of transcreation. At first, this term did not become common in the translation industry because of the demand for business translation. In the early 1990s, it becomes part of advertising, sales, and marketing.

Many Marketing and advertising companies saw the process as a new product that they can use with full confidence in the global market. When dealing with the client in one language, transcreation services can be used to expand the business offering. Many people confused transcreation with localization but they differ due to the level of creativity.  

Why is Transcreation Important for Global Marketing? 

As English is Linga Franca so it is considered the language of business. Therefore, it was assumed that people living in different countries must know English to do business internationally. To some extent this assumption was true. However, with the surge of globalization, global communication through the internet has increased exponentially. Moreover, with the addition of major economies like China, Brazil, India, and Russia, the requirement of doing business in more than one language has increased manifold. Here business translation services play an important role in the transcreation. For example, the website of Starbucks. Its US website is entirely different from the Japanese website because of the difference in color, design, and copywriting. 

Difference between Transcreation, Translation, and Localization

People get confused in differentiating between translation, localization, and transcreation. The translation is the process of converting the literal text of a document from one language to another while being as original to the content. This type of translation is mostly required for technical content. With the help of complex user manuals or safety warnings, the translation services help the user to use technical products safely.

Localization is the next step after translation. It makes the translated content resonate with the target market. The translators that do localization are native speakers and are subject-matter-expert in their field. For example, a translator who is also a User Interface expert. He can change the buttons and makes the content accommodate the interface. He also makes the navigation process easy.

In the transcreation process, the translator becomes the literary partner of the translator. In short, he is the creative partner of the original writer. They work together to produce content that resonates with the culture. Moreover, that entices people to purchase your products and services. In the business world, transcreation is rewriting the content in a new language like a creative copy for a specific culture. In the website of Starbucks, a corporate decision is taken to develop a completely different message for Japanese culture through transcreation services. 

Transcreation Professionals are Copywriters?

 Yes, Transcreation professionals are copywriters. They can work with copy editors specialized in making copies local. Copywriting is creative communication designed to compel people to do business with your company or to buy products and services of your brand. When the transcreation process is combined with translation and copywriting, it is done by more than one translator. A copywriter is given a translated copy and then it is rewritten for different cultures known as a creative partnership. 

The Type of Content Identifies Which Approach can be Used 

Transcreation and translation are required for different kinds of content. A legal document, instruction manual, safety manual, and marketing and advertising content require the transcreation to get your message across to the masses. If marketing and advertising content is not translated properly then it can ruin the reputation of your business in the international business community and sometimes create very embarrassing and awkward situations. 

Wrapping Up 

Effective transcreation helps to strengthen brand perception at the local and global levels. Moreover, it assists in brand positioning and ensures the best customer experience. If transcreation is done properly it can make window shoppers and internet surfers potential customers. Investing in transcreation services will take your business to next level.