What is Transcreation? A Comprehensive Guide for Businesses
Thanks to the internet and globalisation, your business is no longer confined by geographical boundaries.
Whether you are a small startup or a multinational corporation, you can reach global audiences like never before.
But here's the million-dollar question: How do you ensure your message resonates with diverse cultures and languages?
Enter transcreation – your secret weapon for global marketing success.
What is Transcreation?
Imagine you're telling a joke to a friend.
Now imagine trying to tell that same joke to someone from a completely different culture, in a different language.
Tricky, right? That's where transcreation comes in.
Transcreation, derived from the words "translation" and "creation", goes beyond mere translation.
It focuses on capturing the intent, style, tone, and emotion of the original message and recreating it for a culturally different target audience.
Transcreation is about reimagining your content to suit a new cultural context.
In marketing, professional translators engaged in transcreation are often just called "copywriters," copyeditors," or "transcreators."
The Importance of Transcreation in Business
Think of transcreation as your cultural passport.
It allows your brand to travel seamlessly across borders, speaking the local language – not just verbally but culturally and emotionally.
1. Global market expansion: Transcreation helps you avoid the "one-size-fits-all" approach that often falls flat in international marketing.
2. Brand consistency across cultures: It ensures your brand's core message remains intact, even when expressed differently in various markets.
3. Emotional connection with diverse audiences: By adapting to local nuances, transcreation helps your brand resonate more deeply with different cultural groups.
Why translating your content isn't enough
When KFC entered the Chinese market, they couldn't just translate "Finger-Lickin' Good" literally.
Instead, they transcreated it to "Eat Your Fingers Off" in Mandarin, which gave their brand message a rather sinister sound.
Once they realised their error, KFC started working with local experts to correct the message. Today, KFC has thousands of outlets across China. Its focus on transcreation to help the company understand Chinese tastes and culture played a significant role in this success story.
Key Elements of Transcreation
Cultural Adaptation
This is the heart of transcreation. It's about understanding your target culture's values, taboos, humour, and preferences.
For instance, while the thumbs-up gesture is positive in many Western countries, it's considered offensive in some Middle Eastern cultures. A transcreator would know to adapt visual content accordingly.
Creative Reinterpretation
Sometimes, the original concept simply won't work in a new market. That's when transcreators get creative.
When HSBC discovered its slogan "Assume nothing" slogan was converted to "Do nothing" in several countries, it rebranded its entire global private banking operation.
For a mere $10 million, they settled instead on the more translatable slogan: "The world's private bank".
Maintaining Brand Voice
While adapting content, it's crucial to keep the brand's personality consistent.
Imagine if Apple's sleek, minimalist tone suddenly became verbose and flashy in German markets. It wouldn't feel like Apple anymore, would it?
Localised Imagery and Design
Visuals often need transcreation, too.
Colours, symbols, and even models in advertisements might need to change to resonate with local audiences.
For example, a summer beach scene wouldn't work well for a winter product launch in Norway.
When to Use Transcreation
Transcreation shines in several key areas:
Marketing campaigns
Slogans, taglines, and ad copy often rely on wordplay or cultural references that don't translate directly.
Website localisation
Adapting your website goes beyond translation – it's about creating a user experience that feels native to each market.
Product naming
A product name that works in one language might be unpronounceable or have negative connotations in another.
Social media content
What's trending or humorous in one country might fall flat or even offend in another. And many proverbs and word plays can't be easily translated.
The Transcreation Process
While translation often means translating a text word for word, transcreation goes deeper.
Understanding the Original Message
First, transcreators dive deep into the original content. What's the core message? What emotions should it evoke?
Analysing the Target Culture
Next, they study the target audience. What cultural factors might affect how the message is received?
Creative Adaptation
This is where it gets interesting. Transcreators craft new content that captures the essence of the original while resonating with the target culture.
Review and Feedback
The new content is reviewed, often by local experts, to ensure it meets the mark. This collaborative process often involves back-and-forth with the client.
Benefits of Transcreation for Businesses
Improved market penetration
Speaking the local language—both literally and figuratively—can help you connect with new audiences.
Higher ROI on marketing efforts
Well-transcreated content performs better than poorly translated or non-adapted content.
Enhanced brand perception
It shows when you try to truly connect with a culture. Customers appreciate brands that "get" them.
Avoiding cultural faux pas
Remember the Pepsi ancestor fiasco? Transcreation helps you avoid such embarrassing (and potentially costly) mistakes.
Transcreation vs. Translation: Key Differences
Transcreation is not the same as translation. Here's a quick comparison:
How to Choose a Transcreation Service
Duolingo and translation apps might give many of us the confidence to translate texts- but businesses need an expert. Here’s how to find a good transcreation service.
Look for transcreation providers who:
- Have native speakers with marketing expertise
- Understand both source and target cultures deeply
- Can provide examples of successful transcreation projects
- Offer a collaborative process with room for feedback and revisions
Ask potential providers:
- How do you ensure the transcreated content maintains our brand voice?
- Can you provide examples of how you've solved cultural adaptation challenges?
- What's your process for researching and understanding our target market?
Conclusion
Transcreation is necessary for businesses looking to make a real impact in international markets.
It's the difference between being seen as a foreign entity and becoming a part of the local business landscape.
Transcreation bridges the gap between cultures, helping your brand speak to hearts and minds across the globe.
If you want to boost your global business, it might be time to explore how transcreation can work for your business.
After all, in international marketing, it's not just what you say – it's how you say it.
In every language and culture you encounter.
Would you like to ensure your content hits the mark?
My packages, such as 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.