Transcreation: When do you need it?

If you are considering expanding your business into international markets, you may be faced with a question: should you choose standard translation or transcreation? If you don’t know much about transcreation, or are unsure when to use it, Arrow Translation is here to provide you with clear answers.

What is a standard translation?

Standard translation is mainly suitable for documents with simple language structures and small cultural differences. Generally, standard translation focuses on conveying information clearly and concisely without considering too much cultural background or emotional communication. For example, product manuals, user guides and operating instructions focus on letting readers understand how to operate or use the product without involving too much emotional expression and brand language.

This type of translation is suitable for many occasions, especially for materials that are highly technical or functional, such as instruction manuals, contract documents, etc. In these cases, the goal of translation is the accurate transmission of information, rather than creative adaptation of culture or language.

What is transcreation?

Transcreation refers to the process of converting information into expressions that are suitable for the target language and culture while preserving the emotion, style, tone and intent of the original content. This approach is particularly suitable for translation tasks that require strong cultural adaptation, such as marketing, advertising and brand content.

Transcreation is not just about translating words, but also about deeply integrating language and culture. For example, advertising slogans, brand slogans, and promotional copy often need to be transcreated to ensure that they can produce the same effect in the target market. Simple translation may lose the brand's unique style or fail to touch the emotions of local audiences. Therefore, transcreation can help you accurately convey your brand information to new audiences.

For example, when translating humor from one language to another, transcreation is particularly important. The expression of humor varies greatly between cultures, and direct translation may result in a loss of original meaning or even confuse the target audience. Therefore, transcreators need to have a deep understanding of the culture, context, and sense of humor of the target market in order to create content that truly resonates.

The translation problem of slogans and advertising slogans

The translation of slogans and advertising slogans is often one of the most challenging tasks. Many brands have very short and profound slogans, but this type of copywriting is usually not successfully conveyed through literal translation. Take HSBC as an example. Its "Assume Nothing" slogan was translated into "Do Nothing" in multiple languages, which undoubtedly exacerbated the brand image dilemma during the financial crisis.

Similarly, Nike’s “Just Do It” slogan, while well-known, has also undergone a process of transcreation in other languages and cultures. For the Chinese market, Nike adopted a different expression through transcreation to ensure that its brand image can have a similar impact in the local market as the original slogan.

Translation followed by revision by the copywriter: a common practice

Without fully understanding transcreation, some companies choose to have the text translated by a translator first and then adjusted by a copywriter in the target language. Although this approach is feasible, it often leads to some subtle loss of meaning or inconsistency in context, affecting the final effect. Especially in brand communication and advertising copy, any deviation in details may affect the overall image of the brand.

Transcreation requires translators to have high capabilities and experience in cultural sensitivity, language style and brand tone. Relying solely on translation and post-editing may not achieve the best communication effect.

Your copy is a valuable asset to your brand

For a brand, copywriting is more than just a tool for delivering information; it carries the brand’s voice and values. If your brand has established a unique style and tone, then transcreation is key to ensuring that this brand personality is accurately conveyed in global markets.

If you want your brand’s core values to be understood and felt the same across markets, transcreation is essential. Through transcreation, you can ensure your brand remains consistent and appealing across languages and cultures, rather than just translating the original text.

Summarize

Although it is an option to send the translated content to a target language copywriter for revision, this method is often tedious and may result in subtle deviations in the message. If your project involves marketing communications, brand building or advertising, transcreation is the best choice to ensure that the brand message is accurately delivered and impresses the target audience.

If you are unsure about whether to choose translation or transcreation, please feel free to contact us. Arrow Translation focuses on global marketing translation and can provide you with efficient and accurate transcreation services to ensure that you can accurately convey the core value of your brand in any market.

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