Expanding your brand into new markets requires a thoughtful localization strategy. While translation is an important first step in conveying your message to a local audience, it’s not enough on its own. Without considering the cultural and contextual factors of the target locale, your message may not be accurately conveyed. This is especially true for creative content, such as literature or advertising, where word-for-word translation may not capture the intended meaning. To overcome these challenges, Transcreation is key. Incorporating local slang and colloquialisms can make all the difference in creating an impactful brand tagline, slogan, or marketing campaign that resonates with your audience

Transcreation vs Translation: What is the difference?

Translation can be simply understood as conveying meaning from one language to another. It aims at capturing the closest possible meaning from one language to another. Whereas transcreation is a combination of ‘Translation’ and ‘Creation’, specifically use for advertising and branding materials and focuses on conveying the message intended behind the text rather than the meaning of the words.

Take a look at some more factors that differentiate translation from transcreation:

  1. Source content: The process of general translation typically involves converting the original content from one language to another. However, transcreation is different, which deals with the creation of entirely new content in the target language. This process is guided by a creative brief that emphasizes copywriting and the intended message of the content.
  2. Source document vs creative brief: While translation can be done with just any document or content, transcreation of marketing slogans or campaigns requires a creative brief to help the transcreator understand the idea, purpose, and intended outcome of the transcreation process.
  3. Translator vs Transcreator: The primary responsibility of a translator is to convert text from one language to another. In contrast, transcreators are responsible for various creative tasks, including ideation, conceptualization, and copywriting, as well as practical skills such as desktop publishing.

Why do you need Transcreation?

Successful transcreation can help you achieve a variety of goals. Take a look at some examples to understand the scope and necessity of transcreation:

  1. Branding and Advertising: Occasionally, a successful branding in a home culture doesn’t carry over when translated to other languages. A widely known example is Pepsi committing an error when their slogan “Come Alive with the Pepsi Generation” which, when unintentionally translated for the Chinese market, turned out to mean “Pepsi brings your ancestors back from the grave”

    For marketers promoting global brands, it’s essential to recognize the constraints of literal translation and the necessity of transcreation for marketing content that employs inventive language.

  1. Literature: A widely known example of transcreation is the adaptation of Spiderman comic books for Indian audience. Delivered by the Gotham Entertainment Group, the Indian version of Spiderman the character Pavitr Prabhakar, wears a dhoti, takes on the role of Spider-Man instead of Peter Parker. The story is set in Mumbai, and Spider-Man fights against adversaries such as the demon Rakshasa, as opposed to the Green Goblin. This adaptation aimed not only at increasing sales of the comic book, but also develop and sustain a strong emotional bond with the target audience.
  2. Audio and video translation: Transcreation has become increasingly significant in the realm of audio and video translation, particularly with the advent of OTT platforms and the availability of international content. It has a crucial role to play in subtitling and dubbing audio-visual content. For example, the Japanese Manga series and Netflix show “Alice in Borderland” was transcreated from its original Japanese title “今際の国のアリス” (Arisu in Border Road). In order to make the series more accessible to English-speaking audiences, the character name “Arisu” was transcreated to “Alice”, similar to popular English fantasy novel and movie, Alice in Wonderland.
  3. Gaming: In recent years, the video and mobile gaming industry has experienced tremendous growth, offering vast opportunities for transcreation. Transcreation in gaming involves the adaptation of in-game elements such as character names, storylines, and locations, as well as audio, video, and textual content to create an immersive experience for players. For example, the popular mobile game “Subway Surfers” has been localized for various regions, including Tokyo, San Francisco, and Mumbai, to help gamers establish a deeper connection with the game.

Transcreation process: What you need to know

Contrary to general translation, the trans creation involves a different set of practices. Let’s walk through some key steps involved in the transcreation process:

  1. Market research: Conducting comprehensive market research is crucial when transcreating for a particular region. Acquiring in-depth knowledge about the target market, including its cultural practices, disposable income, buying patterns, and needs, will lay a solid foundation for developing the content and creative brief.
  2. Creative brief: The creative brief serves as a guideline for the transcreator and contains information such as the product or service being marketed, the target audience, the tone and style of the content, and any cultural or linguistic considerations. With a good creative brief, the transcreator can accurately capture the essence of the original content and transform it into an effective and culturally appropriate message that connects with the audience. A well-crafted creative brief is, therefore, essential in achieving the desired results and ensuring that the transcreation meets the intended purpose.
  3. Specialist Transcreation Company: hiring a specialist transcreation company comes with a variety of benefits. Transcreation companies have a team of professional transcreators with expertise in language and culture to create content that resonates with the target audience. The language and cultural expertise is crucial to ensure accurate and appropriate transcreated content. The companies also have quality assurance processes to meet desired standards.
  4. Timeframe and cost: hiring a transcreation company is also beneficial economically. Transcreation companies offer cost-effective solutions compared to hiring an in-house team. They provide end-to-end services, from market research to transcreation and quality assurance, saving you time and money.
  5. Test your copy: Testing your transcreation copy before launching it is important because it helps ensure that the copy is accurate and appropriate for the target audience. It allows you to identify any linguistic or cultural issues and make necessary adjustments before the content goes public.

Final thoughts

Transcreation can have a significant impact on how new audiences perceive a brand and its products or services, provided it is carried out correctly with a detailed brief. If your business is planning to expand into new markets, it can greatly benefit from hiring a professional transcreation company like Ulatus, which strives to provide the best services to ensure that your efforts to connect with your desired audience are fulfilled to their highest potential.