Lost in Translation
When you expand your brand into a new market, is your message truly connecting, or is it just being understood? There’s a world of difference between the two, and that difference is where many global campaigns either succeed brilliantly or fail spectacularly. The secret isn’t just translation; it’s transcreation.
For over 25 years, we at Localization Agency have seen firsthand how simply converting words from one language to another is not enough. True global communication requires a deeper, more creative process one that infuses culture, creativity, and experience into every project.
What is Transcreation, Anyway?
Think of transcreation as creative translation. It’s not about finding the literal equivalent for a word or phrase. It’s about recreating the original message’s intent, style, tone, and emotional impact for a completely new audience.
Imagine you have a clever, pun-based marketing slogan in English. A direct translation into Turkish or Japanese would likely lose the humor and the wordplay, falling completely flat. A transcreation specialist wouldn’t just translate the words; they would create a brand new, culturally relevant slogan in the target language that evokes the same feeling and reaction as the original.
It’s the difference between saying “We sell fast cars” and making your audience feel the thrill of the open road.
Why Standard Translation Falls Short for Marketing
- Cultural Nuances: A symbol, color, or phrase that is positive in one culture can be neutral or even offensive in another. (For example, the color white is associated with weddings in the West, but with mourning in some parts of Asia).
- Idioms and Humor: Jokes and colloquialisms rarely translate directly. They rely on shared cultural context that simply doesn’t exist in a new market.
- Emotional Connection: The goal of marketing is to build a connection. A sterile, literal translation feels distant and foreign, while transcreation speaks directly to the heart of the local consumer.
Our Approach: Localization as Teamwork
For over 5,000 completed projects, our process has been guided by one principle: to ensure impeccable communication for our customers. We dive deep into your brand’s voice and the target market’s culture to build a bridge between them. This is more than a workflow; it’s our core philosophy.
Invest in Connection, Not Just Conversion
Before you launch your next global campaign, ask yourself: is your message ready to truly resonate?
Investing in transcreation is investing in brand integrity, avoiding embarrassing cultural missteps, and building genuine, lasting relationships with your customers around the world. Don’t let your brilliant message get lost in translation.
Ready to make your brand speak every language fluently and culturally? Contact us today for a personal consultation.
