If you’re a marketing professional, you understand the importance of translating your company’s global message. As you globalize, words may take on new meaning, images may have different implications and colors may suggest other emotions.
During translation, you’re faced with the possibility of losing your carefully crafted marketing message by having it translated into a completely new language. Accuracy and clarity are undoubtedly a few concerns that come to mind. Yet, you must also maintain a consistent brand identity and message.
Take, for example, the vocabulary used to describe your services, or the colors of your company brand. When you imagine two of the world’s largest global brands, Facebook and Coca-Cola, you probably think of the words “share,” “like” and “post” or envision a red and white cursive logo.
This is the kind of brand awareness all companies strive for because, much like familiar faces, we as humans gravitate toward recognizable images. The more consistent you are, the likelier it is your message will stick with your audience.
To complement these marketing translation needs, it is essential a skilled copywriter or an experienced marketing linguist who is familiar with the creativity of marketing, advertising and media copy, is assigned to translate your project. This will help ensure your linguistic style of brand positioning is still apparent in your message when translated into a new language.
Just like you wouldn’t have your financial group or engineering team create your marketing briefs or corporate content, you wouldn’t want an inexperienced linguist working on your marketing translations. Having a linguist who understands marketing dynamics, such as tone of voice and corporate branding, will make your marketing translations more impactful in your target language.
But what if you are looking to foster a completely new creative concept within a different language?
While marketing translations can help you express your marketing content in a different language, they might not hold the same creative style needed to “wow” your audience in another country. As you can imagine, this requires something more than just translation – it’s known as transcreation.
During transcreation, experienced copywriters or marketing linguists are assigned to your project and work very closely with you to develop your localized marketing campaign. It is their job to further understand how your message works within the source language and redefine this message with similar appeal in your target language. Similar to translation, they render these new ideas while considering the effects of in-country sensitivities, such as customs, regulations and cultural differences.
Since transcreation is a more in-depth procedure, it does expand translation timelines and may initially cost more than a basic translate-edit-proof service, yet companies may choose to adopt this process if they want to transform their creative message for anew target audience.
Transcreation is also beneficial for companies wishing to test out their marketing within a new country, without having to hire an entire marketing team to develop their marketing strategy.
These guidelines should make for a great start in helping you ensure success with your company’s transcreation initiatives.
Through the right set of expert translation and localization services and the most advanced linguistic technology, we help you to reach your customers, partners and employees successfully, ensuring meaningful localized messages in any language.