Transcreation services beyond translation. Isn’t it just a simple translating of language from one to another and you’re good to go? Or so they say. This is the biggest misjudgment to make when it comes to connecting with your foreign counterparts and customers.
In this era where technology is rapidly evolving, internet is connecting the world closely through communication, and businesses are expanding globally through their online adoption and cross-border strategies, language is by far the most vital ingredient that determines if your business succeeds or fails.
We all know the basic definition of translation and that is to convey content accurately from one language to another, but what exactly is transcreation?
Transcreation takes translation to a whole new level.
Simply put, transcreation is creative translation.
What does that mean?
Often referred to the translation of marketing collaterals, transcreation is the presentation of a message in another language that is moulded and crafted to suit the cultural values and beliefs of the new audience. What may work for one country may not work for another. What message sells in one country may not convert sales in another. Therefore, transcreation is far more in-depth than just translation. It involves the creation of new imagery, branding, and copy, expression of the right tone of voice, cultural insensitivity and yet, collectively, these new creation need to remain true to the spirit of the original message.
To get a credible transcreator is one of the biggest challenges for companies because transcreators have to be:
To write a message with subtle differences in a creative way
To understand the concept of communicating the right message in a foreign language that achieves optimal conversion rate
- Brand Experts
Not just to understand the brand values but to communicate that brand in the right manner that it connects with the new audience
To be creative in knowing what is the right message that relates to the cultural differences that can produce the best return on investment
Today, transcreation services have been one of the highly sort after services by many global corporations. They know the difficulty in hiring an in-house transcreator and so it makes more business sense to engage with a language solutions service provider.
A more in-depth look into getting transcreation services right.
Understanding the new audience’s cultural values and beliefs, their mindset and buying behaviour is not enough. Transcreators need to put themselves in the company shoes, the original source. In order to communicate the right marketing message, they need to communicate with the company behind the brand messages.
Why is that so?
A brand message was born from an idea. This idea evolves with intention. This intention is directly proportionate to their audience. How they should make their audience feel. How they can connect emotionally to their audience. How they understand the pains and struggles of their audience. How they should make their audience aspire. How they can be the answer to their problems. What are the call-to-actions they should take. What are the processes and step they should take in achieving the desired outcome.
Knowing and understanding a brand’s value, roots, and message is the first, most crucial, step to take when executing professional transcreation services. Only when the company’s vision is understood and the big picture is played out, then the marketing translation process and transcreation process can be executed to bring that vision to life for the new audiences.
Companies that are now evolving from the traditional mindset of marketing as irrelevant to believing the importance of marketing, particularly when going abroad, need to consider the need for transcreation services. There are so many important elements to look at when it comes to international advertising and it is more ideal to engage a professional language service provider, like Transn International Singapore, to ensure that all angles are covered.
Remember, one small mistake in the decision-making process can be costly when it comes to international marketing and advertising. Let the language experts handle that for your business.