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Discover this powerful and old-standing tool that combines linguistics and creativity to elevate your communication efforts and help you connect with a global audience.

There’s a good chance that you’ve never come across the term ‘transcreation’, or perhaps you’ve heard of it, but you don’t really know what it is about. Well, that seems to be the harsh reality about transcreation: it has been around for decades and it’s had a profound impact on businesses… Yet, it goes unnoticed or even overshadowed by its more well-known cousin, translation. 

Despite its profound impact on business branding, marketing, and communication strategies, and its increasing adoption by any international digital agency, transcreation remains a relatively unspoken hero, working behind the scenes to bridge linguistic and cultural gaps and unlock the doors to international success for businesses of all sizes.

In an era of global connectivity and fierce competition, the art of transcreation merits closer attention and recognition for its potential to be a deciding factor in the success or failure of corporate narratives. In this article, we´ll bring this concept to the forefront, shedding light on its significance and examining how it can empower your business to thrive in our increasingly globalized world.

Transcreation Is Nothing New

Transcreation is a term that results from the combination of the words “translation” and “creation”, which is why it´s often referred to as “creative translation”. But there’s nothing new about this concept.

Though the precise origin of the term is debated, it’s generally attributed to the Indian translator and academic, Purushottama Lal, who applied this strategy in the 60s.

Ever since then, its use and application have gradually gained prominence over the years as the need for a term to describe the creative adaptation of content in cross-cultural and multilingual contexts became more apparent.

Bringing Transcreation Into the Light

Let´s delve into this long-standing strategy then: What is it? Transcreation is a process that involves adapting content from one language and culture to another while maintaining its intended message, style, tone, and emotional impact, as well as its relevance to the target audience.

Unlike traditional translation, which primarily focuses on conveying the literal meaning of words, transcreation goes a step further, delving into the intricacies of culture, context, and nuance to adapt content in a way that resonates deeply with target audiences. It takes into account the cultural, linguistic, and contextual differences between languages and audiences to preserve the purpose and objectives of the message being conveyed.

This strategy aims to ensure that the adapted content feels natural, culturally relevant, and compelling in the target language, even if it requires significant creative reinterpretation. Transcreation is often used in marketing, advertising, branding, and creative content where capturing the essence and emotional connection of the original content is crucial for effectively engaging and resonating with the target audience.

Transcreation in Action

As we´ve seen, transcreation has been around for decades now, so there are thousands of examples of successful transcreation efforts. Even some of the biggest brands have been implementing this strategy for some time now.

Let’s take a look at some examples.

Intel – In Love With the Future

Intel presents a good example of transcreation. When the computer chip manufacturer landed in Brazil, its slogan was “Sponsors of tomorrow”. However, upon market research, it was discovered that this slogan translated into Portuguese implied that promises would not be addressed immediately but at a later stage as if there was always procrastination. As a consequence, the company decided the slogan needed changes and that’s how it came up with its well-known slogan: “In Love with the Future”.

McDonald’s: From Menus to Brand Color

This industry giant has been a leading example of transcreation for years. The brand transcreates the menus in different countries, adapting their product to cater the local needs. But the company further takes transcreation into its branding: different branding colors are used per region. For instance, in the United States, the background color used is red, a color that’s supposed to stimulate the appetite; but in Europe, the color used is green, a color associated with healthy and eco-friendly things. How did they get there? Transcreation!

The Message Beyond Words: The Complexities of Transcreation

Transcreation is a complex process and it involves successfully navigating several challenges and complexities due to the need to balance linguistic and cultural adaptation while maintaining the original message’s impact and intent.

Successful transcreation aims to successfully navigate and overcome the following challenges of communicating in a globalized world:

• Cultural Nuances

Understanding and accurately incorporating cultural nuances, customs, humor, and references from both the source and target cultures can be challenging. A small misinterpretation or oversight can lead to misunderstandings or unintended meanings.

• Language Variations

Different languages, and even dialects, have unique structures, idiomatic expressions, and linguistic subtleties. Finding equivalent phrases or words to convey the same message while respecting these linguistic differences can be intricate.

• Contextual Sensitivity

Transcreation requires a deep understanding of the context in which the content will be used. Adapting content for different platforms, audiences, and purposes may necessitate varying approaches.

• Creativity and Originality

Transcreation often demands a high level of creativity to adapt content creatively and make it engaging, entertaining, or persuasive in the target language and culture. This can be particularly challenging when the source content is highly creative or relies on wordplay.

• Brand Consistency

In marketing and branding, it’s essential to maintain a consistent brand identity and voice across different languages and cultures. Striking a balance between adaptation and consistency is a delicate task that´s at the heart of transcreation efforts.

• Legal and Regulatory Compliance

Different regions may have varying regulations and legal requirements for content. Ensuring that the adapted content complies with local laws and standards can be complex but it’s a crucial step for successful transcreation.

By focusing on each of these complex aspects, transcreation holds the power to unveil a world of opportunities and market advantages for businesses.

The Power of Transcreation: Unlocking Global Success with a Human Touch

In a context where AI tools thrive and dazzle businesses and individuals alike, transcreation remains a humans-only island. Unlike machines, which cannot truly transcreate, human touch is indispensable for transcreation to adapt a brand’s message, ensuring it resonates authentically with diverse audiences.

This human touch, coupled with a sense of creativity and a clear understanding of the target audience, makes transcreation highly dependent on human work, but this is also at the core of the success of this strategy. Transcreation is a powerful and reliable tool and unveils several key advantages for businesses.

The Multifaceted Advantages of Transcreation in Modern Marketing

In the ever-evolving landscape of global marketing, where brands strive to expand their reach and resonate with diverse audiences, transcreation continues to emerge as a powerful ally. Beyond mere translation, transcreation offers a plethora of advantages that go well beyond linguistic boundaries.

1. Enhanced SEO Performance

With its focus on culturally relevant and engaging content, transcreation naturally aids in SEO optimization. By tailoring content to local preferences and search habits, it increases the likelihood of higher search engine rankings, leading to improved visibility and discoverability in new markets.

2. Comprehensive Communication Approach

Transcreation bolsters the overall communication approach by ensuring that a brand’s message remains consistent and resonates deeply across diverse cultures. This tool goes beyond language to convey a brand’s essence and intent, fostering a more comprehensive and impactful communication strategy.

3. Deeper Understanding of the Target Audience

Transcreation necessitates a deep dive into the target audience’s culture and values. This process not only aids in crafting culturally relevant content but also provides valuable insights into the audience’s desires, aspirations, and pain points, which can inform future marketing strategies.

4. Strengthened Audience Relationships

Transcreation facilitates the development of closer relationships with the target audience. By adapting content to the cultural context and preferences of each market, it shows a commitment to understanding and respecting their unique identities, ultimately fostering trust and affinity.

5. Improved Brand Consistency and Goal Achievement

Consistency is key to building a strong brand identity. Transcreation maintains that consistency while adapting content to local markets, ensuring that a brand’s core values and goals remain intact, regardless of the audience or region.

6. Heightened Brand Awareness and Online Presence

Effective transcreation contributes to raising brand awareness on a global scale. When a brand speaks to diverse audiences in its own language and cultural context, it stands out, attracting attention and creating a robust online presence.

7. Increased Online Engagement

Engaging content is the lifeblood of digital marketing. Transcreation transforms content into a magnet for online engagement. When a brand resonates emotionally and culturally, it encourages audiences to interact, share, and participate actively in the digital ecosystem.

8. Enhanced ROI (Return on Investment)

Ultimately, the culmination of these advantages leads to increased ROI. Transcreation helps brands make a lasting impact in new markets, driving higher engagement, conversions, and revenue, making it a valuable investment for global expansion.

Transcreation: A Long-Standing Ally for Effective Communication in a Global Market

In the competitive world of global marketing, transcreation is the catalyst that propels brands toward international success. Though often underestimated and underappreciated, its impact on businesses is nothing short of profound, capable of propelling brands to new heights and ensuring effective communication in cross-cultural, multilingual contexts.

Transcreation remains a silent force, hidden in the shadows of international marketing strategies and branding endeavours, wielding a quietly powerful influence over businesses in an increasingly globalized world.

Its ability to bridge cultural gaps, maintain emotional resonance, ensure consistency, adapt to changing dynamics, enhance ROI, and mitigate risks makes it a powerful tool for global brand growth.

Always remember that, while machines can assist with translation, transcreation remains an art that only humans can master, making it an invaluable asset in the quest for effective communication and international success.