Have you ever heard the phrase “transcreation” and wondered what it was? Or did you just know that it exists and want to find out more? Well, we will fill in all the details for you today.
What is transcreation exactly?
Is it the same as translation, adaptation, or rebranding when you’re looking at advertising in another language? Whether you’re interested in doing business on a larger scale or hoping to add a language option to your international marketing strategy, the answer lies in understanding transcreation. This process is unique and has various components, but at its core, it is translating creative material.
Transcreation, or the process of creating a new message for a product, service, or brand in another language, is widely used by global marketers to help brands cross borders. It is one of the most effective ways for companies to reach international audiences with their marketing content and advertising campaigns.
The creative process of transcreation
Transcreation is more than just translating from one language to another. It’s about understanding the nuances of a new culture and creating an authentic connection between your brand and your target market. Achieving this requires not only linguistic expertise but also cultural insight into how people think and behave in their native country — something that’s easier said than done!
Take this example: A company wants to promote its new product in several countries around the world but doesn’t want to use the same messaging everywhere. Instead of translating its message into each country’s native language and hoping for the best, they could hire an agency specializing in transcreation that would tailor its message to each country’s needs and culture.
The many benefits of transcreation
Transcreation offers many benefits to marketers looking to expand their reach in international markets:
- It improves brand recognition and recall
Transcreation helps companies communicate their unique value proposition better than simple translations can. This makes it easier for consumers to remember brands, which is essential for building long-term relationships with them.
To effectively communicate with an audience, your message needs to resonate with them. Transcreation allows you to take what is working well in your home market, and enhance it to better suit consumers in other areas of the world.
- It increases brand favorability and affinity
Consumers are more likely to prefer brands that authentically speak their language, which builds trust and loyalty with them over time.
- It boosts sales volume and revenue growth potential
When done well, transcreation can improve sales volume and revenue growth potential compared with standard translations alone. It can be used to help you move your brand forward in international markets.
Transcreation has proven to be a successful tool for marketers, and it will likely play an even more integral role in the globalized world of tomorrow. Today is the day to take transcreation seriously—let those who have gone before inform your decision on whether or not you should hire a transcreation service.