When it comes to localisation, we generally focus on the process of translation, which is, of course, very necessary. After all, if you want to connect with the local audience, you need to speak their language. But, speaking a language often entails a lot more than just communicating the literal meaning. “Speaking someone’s language” also means sharing the message with its original intent and positioning it within the same context.
Let’s simplify it
Translation can simply be defined as the practice of converting one language into another while maintaining, more or less, the same meaning. This is something that we already know. However, translation is often limited to simply taking a word in the source language and changing it to another word in the target language.
During this process, translators will often use their own judgement and skills to convey the intended meaning. That’s why translators are an essential part of the localisation process. They take word for word translations and breathe life into them, providing the translated content with structure and meaning.
However, localisation can be a complex task. After all, you are trying to share your message with markets across the globe and sometimes, translation isn’t enough. You need a process that can absorb the essence of the message and present it to the target market in a relevant manner. In other words, you have to adapt the message to suit the local customer.
This is where transcreation comes in.
Transcreation is nothing but the process of ‘creative translation.’ It is the process of translating content to fit the perspective of your local audiences. You see, we’re all humans, but the way we think or operate varies greatly, depending on factors such as culture and geographical location. There are obvious cultural nuances and colloquialisms that we need to consider when localising our brand image for local audiences. Transcreation deals with this particular aspect of the localisation process.
Purpose of transcreation
Transcreation has two key purposes. The first is to evoke an emotional response from the local audience similar to the emotions that the campaign would do so in the source language. The second is to establish engagement at a locally relevant level; something that isn’t possible with plain translation.
In other words, the end result of transcreation is bound to vary significantly from the original. However, it still manages to achieve the exact same impact on an emotional and intellectual level.
A very simple example of transcreation would be using print ads with translated content and colours that are relevant to the culture within which the product is being marketed.
Benefits
The most obvious benefit of transcreation is that brands gain the ability to make deeper connections with their local audiences. It allows them to adopt an identity that local audiences will instantly recognise. Naturally, this leads to better brand recognition and recall.
In other words, if you’re a business that’s looking to connect with the local audiences, it isn’t enough to simply translate your content. You need to overhaul your entire branding and marketing campaign to make a mark in the new market. Transcreation aids this process.
Some businesses still have doubts about the necessity of global marketing. And we are here to find out just how important global marketing is.
