Sometimes, to reach your target audience, translation and localization services just aren’t enough. When you need to communicate the emotional and creative implications of your marketing message in another language, Trusted Translations can help you with what in the industry is known as transcreation: a combination of translation and creative writing that adapts your message in a way that strongly resonates with your audience.
When it comes to marketing, it is often sentiment—not exact word-for-word translation—that determines quality. Think of famously effective marketing slogans like the “Got Milk?” advertising campaign or McDonald’s “I’m Lovin’ It.” For either of these slogans, a perfectly grammatical rendition from source to target language would fail to capture the slangy, ungrammatical features of the originals that are integral to their catchiness.
In the case of marketing and advertisements, what you are often really looking for is transcreation, or adapting the intent of your message based on the specific cultural nuances of your target market. Rather than linguistic perfection, the goal is for audiences to feel a powerful connection to your material. Transcreation helps you protect your brand and avoid cultural missteps when expanding to new markets.
At Trusted Translations, we work with over 200 world languages and are experts in global marketing, including online multilingual marketing. Therefore, when it comes to transcreation, our team of language experts works with our marketing and design teams to ensure that all of your content is “transcreated” in a professional manner.
Localized Transcreation Services
As an expert in localization, Trusted Translations can transfer your message from its source language to any target language while accounting for the cultural and linguistic subtleties of the specific area, region, or demographic in question.
In particular, transcreation often calls for a more drastic change than a simple translation can provide. Thanks to our combination of linguistic fluency with industry expertise, our team specializes in global marketing translations for any niche market you are looking to appeal to. We do the research necessary to tailor your message for a certain audience: for example, we analyze subtle language differences, assess culturally influenced consumer behavior, and gather insight from locals in order to best understand cultural nuances.
As a one-stop solution for translation and transcreation services, Trusted Translations also has the advantage of expertise in creative writing and graphic design. Not only will we take your text and target message into account, but we’ll also evaluate how every last detail—such as image use, color, font, word choice, and more—will affect your audience on an emotional level.
Whether you are looking to transcreate a brochure, a TV or radio advertisement, posters and flyers, or linguistically tricky sections of your website, Trusted Translations is ready to fulfill all your transcreation needs.
Transcreation vs. Translation vs. Localization
What’s the difference between transcreation and translation? Even some language services providers don’t clearly distinguish between the two processes, and adding “localization” into the mix can make things seem extra confusing. You might even see these terms described as three levels of service with somewhat blurry boundaries between them. However, there are some significant distinctions, as you will see outlined below.
Transcreation, Translation, and Localization
While translation is the process of converting your global content from a source language into a target language, it may need more than a literal, one-to-one transfer. That’s where a localization service comes in, adding further cultural adaptation to tweak a basic translation. Transcreation goes yet another step further; it not only converts text, it modifies it to create an emotional experience among a very specific target audience (as an extra, final step, your in-country team may also suggest directly developing local content).
Usefulness for Marketing and Advertising
Although translation can be applied to a myriad of circumstances and types of content, transcreation is especially useful for your company’s marketing and advertising functions. These might include brand building and adaptation, promotion of customer loyalty, corporate communication both inside and outside of your company, and so on.
Working with Transcreation Experts
While all translation, localization, and transcreation experts are bilingual or multilingual professionals, transcreation experts are also highly specialized in marketing localization, are greatly skilled writers, and are creative in their interpretation of brand marketing. As culturally aware people with a deep understanding of cultural nuances, they are almost inevitably native speakers and locals of the given country or region you are trying to reach.
Transcreation experts will also be more demanding about receiving a detailed project brief, rather than the more or less simple guidelines provided by project managers for a regular translation or localization project.
At Trusted Translations, we are exceptionally well-versed in the differences between these types of services. Contact us today to learn how our transcreation specialists will provide you with the highest quality transcreations in the industry.