Definition
Transcreation is an advanced, highly creative form of translation used when the usual methods aren’t enough to get the message across effectively. It’s necessary when the original text is brief but contains wordplay, rhymes, or other language tricks that don’t translate directly. This happens when the core idea of the source material doesn’t fit smoothly into the target language.
Its benefits are numerous. Transcreation allows brands to express their identity authentically, giving them a competitive edge. By tailoring messages to resonate with their intended audience, transcreation helps build brand loyalty over time. It’s memorable, catchy, and helps maintain customer loyalty.
When is it needed?
Transcreation is essential when conveying messages that require more than just conveying information. It’s ideal for marketing materials, branding content, and any communication aimed at eliciting specific emotional responses from the audience.
Advantages for the Client
- Expresses company/brand identity: Transcreation helps maintain brand consistency and authenticity across different markets.
- Gives them a competitive edge: By tailoring messages to resonate with local audiences, clients can differentiate themselves from competitors.
- Captures the client’s value proposition to its target clientele: Transcreation ensures that the essence of the message is preserved, allowing clients to effectively communicate their unique value to customers.
- Catchy, easy to remember, and helps build brand fidelity over time: Memorable and impactful messaging fosters brand loyalty and recognition among consumers.
Advantages for Production
- Revenue is substantially greater than standard translation: Transcreation services command higher rates due to the specialized skill and creativity required.
- Reduces likelihood of a client complaint since creative work is very subjective: By involving clients in the transcreation process, misunderstandings and misinterpretations are minimized.
- Engages the client in the translation process and provides an opportunity to ensure all creative intent in the English are accurately being conveyed: Collaboration ensures that the final product aligns with the client’s vision and objectives.
What does this service include?
1-3 options.
Back-translation: Translating the adapted content back into the original language for verification.
Commentary: Detailed explanations of the transcreation decisions made, providing insight into cultural nuances and linguistic choices.
Type of content it applies to
Transcreation is suitable for headlines, taglines, titles, company names, product names, slogans, mottos, acronyms, idioms, and other creative or culturally sensitive content.
Does it have to be applied to high visibility content and taglines only?
No, transcreation can enhance any content that requires cultural adaptation and emotional resonance, including product names, collection names, and in-text content.
Contact Us
Ready to elevate your brand’s global communication strategy? Contact us today to learn more about our transcreation services and how we can help you make a lasting impression across cultures.