Do you want to present your brand to new, international audiences? If so, you will probably hear the word ‘transcreation’ early on in the process. Transcreation is a term that you need to know if you’re considering the translation of your website and other marketing materials.
We will take a look at the transcreation below. We will see how it fits into the spectrum of translation services and looks at what transcreation is. Read on to discover all you need to know!
What Is Website Transcreation?
What does transcreation mean and how does it relate to translation services?
Transcreation is a way to present your website to people who speak another language. It is not just a translation. Transcreation is much more than that.
What is the difference between transcreation and translation? Translation changes words from one language to another Transcreation can change, words, images, brand colors, straplines, logos, and more. With transcreation, the website will deliver the same messaging in a different way. It blends translation with creativity.
Transcreation does not just apply to the business world. It suits a range of purposes, from marketing to poetry.
Why is transcreation an important part of translation services?
The world is home to a huge range of different cultures. They have different values, beliefs, politics, superstitions, and more. That means that a single approach to marketing won’t work in all countries. Translation and localization services will work in some cases. In others, transcreation is important for ensuring that the brand connects with its audience.
Engaging audiences is key to successful marketing. A good marketing campaign can evoke strong emotions. It can also create a sense of desire or need for a product. Transcreation is important because it enables companies to do that in different cultures.
How does it work?
If you want to present your website to new audiences, it’s time to find a decent translation company. Seek out a company that has global experience, including experience of website transcreation.
Website transcreation needs language specialists and designers to work together. The translation of the copy is just part of the work. The designer takes care of the visual elements of the project, while the translator deals with the words.
Marketing experience in the target country is a must for projects like this. The translation and transcreation team need to understand the local culture. They need to know what makes the audience there tick. This understanding can make the difference between a brand that launches successfully in a new country and one that merely wastes a lot of time, money, and effort.
Of course, you don’t need transcreation for every new country you launch in. If you own a Portuguese brand, for example. You’re unlikely to need website transcreation to start selling your products in neighboring Spain. A decent translation and localization job should be just fine. However, if your sights are set on selling your products in China. So, you will need to put a bit more thought into your marketing. And, most likely, engage a transcreation specialist.
Transcreation in action – next-level translation
One of the easiest ways to explain transcreation is to provide examples. Many major international brands use transcreation. It is part of what enables them to become global household names. Have you heard of Haribo? How about Coca-Cola? Thought so.
Both of these brands have used transcreation in their global marketing work. In the case of Haribo, the brand penned a catchy little melody. It used this same tune in multiple countries. What changed was the words.
In the UK, Haribo uses: “Kids and grownups love it so, the happy world of Haribo.” In Germany, “Haribo Macht Kinder froh, und Erwachsene ebenso.” That means roughly: “Haribo makes children happy, and grownups as well.” The same messaging is delivered, but with a different slogan.
Coca-Cola’s ‘second life’ campaign, meanwhile, is a great example of thoughtful transcreation in action. The company sought to connect with local audiences. Its focus was on relieving the stresses of everyday life. At London, it created a bottle-shaped patch of lawn for Londoners to kick off their shoes and walk on. Moreover, in Sweden, it was a summer bus shelter. In Vietnam, it was a series of ingenious examples of how to reuse Coca-Cola bottles.
The local campaigns varied widely, but each connected with the target audience in the same way. This is a good example of transcreation done well.
Does my brand need a translation agency or a specialist?
Cross-border trade brings with it the potential to make serious money. E-commerce has increased that potential. However, as ResearchGate’s Cross-border E-commerce study points out, cultural differences, customer trust, logistics, payment, and legal and regulatory barriers can all cause issues. So, companies looking to trade overseas need to take this into account.
Not every business wants to trade internationally. Of those that do, some will need transcreation, and others won’t. Much depends on the original branding. Was it created with an international audience in mind? Or was it a locally focused campaign that will need a major overhaul before being presented to different cultures?
If you think you need translation services for your website, seek out professional guidance. Website transcreation is a big project. So be sure that it is the best way forward for your brand before you start.
We have talked about website transcreation but remember that it can apply to other areas of your business too. Do you create a product brochure, either in hard copy or electronically? If so, seek advice from your transcreation specialist on how the target audience might respond to it. Do the same with any other materials that the audience in question may encounter. From your packaging to your products themselves.
In conclusion, one important thing to remember is not to be precious about your original branding. It may have worked well for you in one country, but that doesn’t mean it will in another. Finally, be open and flexible in your approach and you will be able to get the most out of the transcreation process. This is key to ensuring your brand is successful overseas.