The transcreator’s mission is to evoke the same feelings in the target market as in the original source and to create local messaging that is persuasive and motivational.
Transcreation
The transcreator’s mission is to evoke the same feelings in the target market as in the original source and to create local messaging that is persuasive and motivational. When launching a product or service in a new country the preparation and planning is necessarily complex and meticulous.
In more recent years, one of the priority elements in any such plan is what has come to be called Transcreation – the process of adapting a message from the original language and country or region, while maintaining its intent, tone, and overall branding value. It’s a blend of copywriting and creative translation. The transcreated message in the target language prompts the same emotions and communicates the same meaning as the source language.
To fully understand what transcreation is, let’s ask the 4 classic W questions: who, what, when, why?
Who Transcreates?
Our transcreators are natives in the country where you want to launch your new product or service. They have expert knowledge of the source language and are fully immersed in the local culture, trends and current vernacular.
They make it their business to fully understand the branding and message that your company wants to get across to the local population and market. They know what works and what doesn’t. Most importantly they have the capability to get the original message across in their local language and to generate the kind of feelings you want your future consumer to have about you and your offering. They understand the needs, emotions, and aspirations of your target audiences and as a result, your transcreated message strikes exactly the right chord and you win the battle for the consumer’s mind. There are no cultural gaffes or embarrassments because you failed to understand sensitive cultural issues.
What do I Need to provide for my Marketing Material to be Transcreated?
- Information on your vision and values, your product or service, branding, business and marketing plans (objectives that explain what you want to achieve, target audiences defined, strategy outlining your general approach and how you will achieve your goals, and specific actions) for market entry, briefings, previous marketing material and general information on your company.
- Market research on the target market. Each market is unique – what works in one country may not in another. This can be the case even when audiences speak the same language.
- Time! Your transcreator needs enough lead-time to go through the creative process; this is essential in developing the best local market materials. He or she will read and rework their new text several times until they are happy they have produced the best result
When Should I Choose Transcreation?
When you want your message to directly and instantly impact the target audience by promoting your brand. It’s the first step in generating new awareness, understanding and potential sales. The audience response is positive because your message is totally clear and the product seems to be just what they always needed. Your language expert, your transcreator, has delivered the perfect result – your successful launch in the target market.
Why Should I Choose Transcreation over Translation?
Translation tends to follow the source language more closely and is more suited to instructional or straight narrative content. Such texts are meant to simply guide or inform, and their focus is on accuracy and clarity.
Transcreation is all about emotional responses to a message and/or brand. The transcreator’s mission is to evoke the same feelings in the target market as in the original source and to create local messaging that is persuasive and motivational – prompting a particular behavior by the audience. The best transcreators use their artistic license and freedom to meet this great challenge.
