Transcreation
What is transcreation and how can it help my brand?
What it is
Transcreation is a form of creative translation. In other words, it involves conveying a concept accurately while moving beyond the formal constraints of the source language and localizing the message for the target audience. It helps businesses market and sell goods and services in another country by conveying the emotions, feelings, and implicit messages of the original content through cultural and content adaptation.
This service from SMG makes your message more effective in foreign markets, optimizes your investment in communication, and helps you achieve significantly better commercial results than a literal translation of the content.
How transcreation works
In technical terms, transcreation is a blend of the words ‘translation’ and ‘creation,’ a combination reflected both in the term itself and in practice. Our transcreation experts do not simply translate texts literally; they are free to develop, adapt, and modify them creatively so that the target audience receives and understands the intended message. This helps achieve the intended objective, whether that is to sell, advertise, inform, or fulfill another communication purpose.
The transcreation service can also form part of a broader project involving the localization and adaptation of your content. This can include the localization of graphics and audiovisual content or the cultural adaptation of existing translations.
Transcreation experts
Naturally, transcreation can only be performed by expert native-speaking translators who combine extensive linguistic experience and knowledge with a high degree of creativity and inventiveness.
Transcreators must be highly experienced translators with in-depth knowledge of the target market and the creative-writing and marketing skills needed to draft and adapt the client’s content for international audiences.
SMG Languages has a team of transcreation experts that also includes editors, terminologists, typesetters, and multimedia specialists. Together, they can provide a comprehensive localization service for new and existing content used in 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 a question that many companies and professionals face when they want to expand their business abroad, and the answer is not straightforward. We often assume that it depends on what you have to sell. However, to succeed abroad, it is not enough to understand your product’s characteristics, strengths and weaknesses, and the needs it can meet. First and foremost, you need to know your target market.
This ‘detail’ is all too often overlooked, and many businesses begin communicating and promoting their brands abroad by translating their advertising content literally, often with unsatisfactory results that fail to justify the investment.
These poor results are not necessarily due to products and services being less appealing than those of local competitors but rather to insufficient attention being paid to the characteristics of the target market. International audiences are too often treated in the same way as domestic audiences; as a result, many companies struggle to penetrate foreign markets. Their communications are not tailored to foreign consumers: they may address concepts that consumers do not understand or find relevant, and the language may fail to evoke the same emotions.
The magic of transcreation
To succeed 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 performance and the lower the costs.
And this is precisely why transcreation is what you need!
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