Transcreation vs Translation: How they boost business
I remember it to this day:
We had just arrived in Greece for a holiday and were over the moon when we heard the supermarket could deliver our shopping. "It will take only 15 minutes".
When the delivery man arrived one and a half hours later, we were furious.
He, on the other hand, was completely confused as to why we didn't tip him.
We learned that "15 minutes" doesn't mean the same to Greeks and English people.
That's a classic example of mistranslation- and if you don't watch out, the same can happen in your business content.
To effectively communicate your message across different languages and cultures, you need two powerful tools in your international marketing arsenal: translation and transcreation.
But how do they differ? Which one should you choose, and when?
And how do they make a difference to your profit?
Understanding Translation: More Than Word-for-Word Conversion
Let's start with the basics.
Translation is the process of converting text from one language to another while preserving its meaning.
However, it's more complex than plugging words into Google Translate and hoping for the best.
Professional translation involves a deep understanding of the source, target languages, and subject matter.
A skilled translator doesn't just translate words; they translate concepts, ensuring the original message is accurately conveyed in the target language.
For example, imagine you're a British tech startup with a groundbreaking app for tracking 'rubbish collection' schedules.
When translating your app description for the US market, a good translator would know to change 'rubbish collection' to 'garbage pickup' – a small but crucial difference that ensures your message resonates with your target audience.
Transcreation Unveiled: Where Creativity Meets Cultural Adaptation
Now, let's dive into the world of transcreation.
This term might be new to some, but it's becoming increasingly important in global marketing.
Transcreation is a blend of 'translation' and 'creation', and it goes beyond simple language conversion.
In transcreation, the goal is to recreate the original content's intent, style, tone, and emotional impact in the target language.
This process often involves significant changes to the original text, images, or even entire concepts to ensure they resonate with the target culture.
Consider a small British bakery expanding to Japan.
Their slogan, "Bringing a slice of heaven to your morning cuppa," might not translate well, both linguistically and culturally. A transcreator might turn this into "Happiness begins with the first bite."
This new slogan captures the essence of the original while appealing to Japanese cultural sensibilities.
Transcreation vs. Translation: A Side-by-Side Comparison
To better understand the differences between translation and transcreation, let's compare them side by side:
- Goal:
Translation: Accurately convey the original message in another language.
Transcreation: Evoke the same emotions and reactions in the target audience as the original.
- Process:
Translation: Convert text from one language to another.
Transcreation: Adapt and recreate content for a specific target market.
- Focus:
Translation: Linguistic accuracy and equivalence.
Transcreation: Cultural relevance and emotional impact.
- Creativity level:
Translation: Limited to choosing the best equivalent words and phrases.
Transcreation: High, often involving creating new content or concepts.
- Typical use cases:
Translation: Technical documents, legal contracts, product descriptions.
Transcreation: Marketing campaigns, slogans, and brand messages.
When to Choose Translation: Scenarios for Small Businesses
While transcreation might seem like the holy grail of cross-cultural communication, it's not always necessary or cost-effective.
There are some scenarios where translation is the better choice:
Product Manuals: Translating your user manuals is crucial if you're a small manufacturer exporting your products. Accuracy is critical here, and creative adaptation isn't necessary.
Website FAQs: Your frequently asked questions need to be clear and precise. A good translation will usually be enough.
B2B Communications: When dealing with other businesses, especially in formal contexts, straightforward translation of your proposals or contracts is usually the best approach.
- Financial Reports: If you're seeking international investors, translating your financial documents accurately is essential. There's little room for creative interpretation here.
The Power of Transcreation: Unlocking New Markets
Transcreation can give your small business a significant edge:
- Brand Slogans: Your catchy English slogan might fall flat in another language. Transcreation can help you create an equally impactful message for each market that increases sales.
- Marketing Campaigns: A campaign that resonates in Britain might not have the same effect in Brazil. Transcreation allows you to adapt your campaign to local cultural nuances.
- Social Media Content: The informal, often humorous nature of social media content often needs transcreation to maintain its impact across cultures.
- Product Names: Sometimes, your product name might have unintended meanings in other languages. Transcreation can help you avoid embarrassing mistakes and create locally appealing names (see KFC).
Real-life example: A British organic soap company named 'Meadow Fresh' might need to transcreate its brand for the German market. The literal translation 'Wiesenfrisch' doesn't have the same appeal and sounds more like a snack than a beauty product. A transcreator might suggest 'NaturRein' (meaning 'Pure Nature'), which captures the brand's essence while appealing to the German preference for straightforward, nature-oriented product names.
Transcreation vs. Localisation: Subtle Yet Significant Differences
It's easy to confuse transcreation with localisation, as both involve adapting content for a specific market. However, there are important distinctions:
Localisation is about making a product or content feel like it was created specifically for a target market.
This includes adapting currencies, date formats, units of measurement, and other regional specifics.
It may also involve some level of content adaptation, but not to the extent of transcreation.
Transcreation, on the other hand, focuses more on recreating the emotional impact and persuasive power of the original content.
It's less about technical adaptations and more about cultural and emotional resonance.
For example, localising a British e-commerce site for the US market might involve changing prices from pounds to dollars and updating shipping information.
Transcreating the same site would go further, potentially reimagining the entire user experience, from the tone of the copy to the choice of images, to appeal specifically to American consumers.
The Transcreation Process: A Step-by-Step Guide
If you decide that transcreation is the right approach for your business, here's a basic process to follow:
1. Brief Creation:
Develop a brief that outlines your brand voice, target audience, and message's desired impact. Also, mention how you DON'T want it to sound.
2. Source Content Analysis:
Understand your original content's core message, tone, and cultural references.
3. Market Research:
Gain deep insights into your target market's culture, preferences, and behaviours.
4. Creative Adaptation:
Develop new content that captures the essence of the original while resonating with the target audience.
5. Back Translation:
Provide a literal back translation of the new content to non-speakers of the target language, explaining the rationale behind the changes.
6. Review and Refinement:
Collaborate with local experts to refine the transcreated content.
7. Testing:
Test the transcreated content with a sample of your target audience before full implementation.
Real-World Examples: Transcreation Success Stories
For small businesses, transcreation can be equally powerful. A British artisanal cheese maker expanding to France might transcreate their slogan "Cheese that's a cut above the rest" to "Fromage d'exception, pour palais exigeants" (Exceptional cheese for discerning palates).
This adaptation speaks directly to the French appreciation for gastronomic excellence.
Budgeting for Language Services: Translation vs. Transcreation Costs
As a small business owner, budget is always a consideration. Here's what you need to know about the costs of translation versus transcreation:
Translation costs typically vary based on the language pair and complexity of the content. For a small business, translating a 1000-word product description might cost anywhere from £100 to £300.
Transcreation, being more time-intensive and requiring specialised skills, is usually charged as a project fee. The same 1000-word project might cost £300 to £1000 or more for transcreation.
While transcreation is more expensive, it can offer better ROI for marketing materials by ensuring your message truly resonates with your target audience. Consider it an investment in your brand's global success.
Choosing the Right Language Partner: Tips for Entrepreneurs
Whether you opt for translation or transcreation, choosing the right language partner is crucial. Here are some tips:
Look for Specialisation:
Choose a provider with experience in your industry and target market.
Check Credentials:
Seek out partners with a strong portfolio of creative work.
Consider Technology:
Some language service providers use AI-assisted tools to improve efficiency.
Request Samples:
Before committing to a large project, ask for previous work samples.
Prioritise Communication:
Choose a partner willing to ask questions and explain their choices.
As often in life, the cheapest option isn't always the best.
Quality language services can make the difference between a successful campaign and a costly miscommunication that puts people off your brand.
Conclusion: Crafting Your Global Communication Strategy
If you have a business that attracts people across cultures translation and transcreation should be in your global communication toolkit.
Translation ensures accurate communication of information, while transcreation helps you connect emotionally with your audience across cultural boundaries.
For small businesses and entrepreneurs working internationally, it is best to strategically use both approaches.
Consider translation for your technical and legal documents, and invest in transcreation for your key marketing messages and brand communications.
Would you like to ensure your content hits the mark? My packages like the Website Traffic Magnet, The SEO Blog Booster and the LinkedIn Leader Launcher are also available for transcreation.
Or contact me directly for a chat and a bespoke quote for your project.