Many global corporations and groups are desiring to access Asian emerging markets, where number of English speakers is limited and local culture is distinct. That’s why they need localized offerings to fill those gaps of language and culture. Then transcreation comes as a valuable field of language service providers.

 

How is Transcreation different from Translation and Localization?

These terms are popular when global content is created.

Translation focuses on changing one language into another.

Localization converts important details that translation can overlook – like currency, address formatting, cultural references, imagery, etc.– to tailor a product, service, or piece of content for a specific market.

A more refined type of localization is known as transcreation: the most nuanced way of converting the core of your message for a new locale. Great transcreation transforms corporate aspirational messaging and brand concepts so that they appear to have been completely devised in that local language. Because transcreation meticulously affects even the smallest details, this is a deeper and more involved process than translation or localization.

 

What is Transcreation?

Transcreation (sometimes called creative translation) is developing or culturally adapting corporate message for a specific target audience rather than just merely translating existing materials. Transcreation can include copywriting, image selection, font changes and other transformations that tailor the message to recipients.

Transcreation enhances the brand while tailoring it to specific local markets. This service focuses on fluid readability rather than just an accurate word-by-word translation.

 

What should be considered for Transcreation?

 

  1. Transcreation should be performed only by in-country native speakers

We all know that communicating in a second language (no matter how well you know that second language) never has the same natural flow as communicating in your native language. It is not enough to be bilingual. To maximize success, transcreation should be performed by people who were born into and think in the target language.

Moreover, they must also share, live and breathe the language, humor, trends and timeliness of the most current local culture and context of target audience. In other words, an in-country transcreation provider can best communicate in way that is relevant and important to target audience.

 

  1. Transcreation provider must be a content expert

Transcreation providers must also be experts in the information that is being localized. No matter how well the language service provider knows the target language, if they do not comprehend the content, the transcreation will not be a success. Moreover, a transcreator should understand corporate global campaign while tailoring their message to best connect with local customers.

Beyond language, culture, content expertise and writing skills, a good transcreation provider will research and understand the target market and how best to reach them. With knowledge of the target market, a transcreator can avoid embarrassing mistakes that may come from not understanding the target audience while enhancing corporate message.

 

According to your opinion, what else should be considered in the process of transcreation? Please share your experiences at talk2us@gtelocalize.com. We will be more than happy to discuss with you!

 

References

 

5 Keys to Transcreation Success


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