Transcreation
What is transcreation? How does it help my brand?
What it is
Transcreation is a creative translation. In other words, it is the accurate translation of a concept, freed from the constraints of the form of the original language, and localised according to the needs of the foreign audience. It helps to market and sell goods and services in another country by conveying the emotions, feelings and implicit messages of the original texts through cultural and content adaptation.
This service by SMG makes your message more effective in foreign markets, optimises your investment in communication, and ensures that you achieve significantly better commercial results than a literal translation of content.
How transcreation works
In technical terms we define the term transcreation as the fusion of the terms ‘translation’ and ‘creation’, which is true both terminologically and practically. Our transcreation experts do not simply translate texts literally, but are free to develop, adapt and modify them creatively so that the target audience receives and understands the intended message. This helps to achieve the intended objective, which may be to sell, advertise or inform, etc.
The transcreation service can also be part of a broader project of localisation and adaptation of your content. This can include the localisation of graphics and audiovisual content or the cultural adaptation of existing translations.
Transcreation experts
Naturally, the transcreation service can only be performed by expert native translators who combine language experience and knowledge with a significant dose of creativity and inventiveness.
Transcreators must be highly experienced translators with a depth of knowledge of the target market and all the creative writing and marketing tools needed to draft and adapt the client’s content for foreign communication.
SMG Languages has a team of transcreation experts that also includes editors, terminologists, typesetters and multimedia experts who together can provide the complete service of localisation of new and existing content for your commercial and advertising campaigns.
Promote your brand abroad with transcreation
‘What is the best way to sell my products and services abroad?’
This is the question that many companies and professionals have to ask themselves when they want to expand their business abroad, and the answer is not obvious. We often think that it depends on what you have to sell, but you will be surprised to learn that to sell abroad, it is not enough to have a clear idea of the characteristics of your product, its strengths and weaknesses and the needs it can satisfy. First and foremost, you need to know your target market.
This ‘detail’ is all too often overlooked, and many businesses start brand communication and promotion abroad by translating their advertising content literally, with results that are most often unsatisfactory and do not repay the investment made.
The reason for these poor results is not necessarily that the products and services are less appealing than those of local competitors, but that there is a lack of attention to the characteristics of the target market. Very often, the international public is treated in the same way as the national public and, for this reason, many companies fail to penetrate foreign markets. The communication is not aligned to the foreign consumers, talking about things they do not understand or are not interested in. And the language used fails to arouse the same emotions.
The magic of transcreation
In order to break through in foreign markets, you must adapt your content so that it speaks to the minds and hearts of your target consumers, whose cultural backgrounds, national identities and traditions may be very different from your own. The more efficient and effective the communication, the better the sales and the lower the costs.
And this is precisely why transcreation is what you need!
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