Translation is not only the mere transformation of words from language A to language B. Translators (and) editors need to adapt the source text to the target language, including cultural, social, and geographical adaptation. 

As the once-distant parts of the world get closer, we must work harder on translational adaptation, especially for business purposes. In other words, the joint task of translators, editors, and copywriters is to pursue transcreation – a blend of translation and creation, so that transferring a message between two or more languages keeps its style, tone, spirit, and emotional impact intact. 

In a vivid global business world, content localization to various markets must rely heavily on transcreation to yield positive business results. 

This article will give you more practical details about adapting brands to new, local audiences. 

Go for Universal Content 

Let’s say you plan to launch an eCommerce store in English, with several smaller, specific markets in mind. Market research has shown a slot or interest for this type of brand in those areas. Now, you want to start selling your items there. But before that, you want to ensure you provide the target audiences with perfectly transcreated content. 

The planning stage is perfect for conceptualizing your content with those segments in mind. Your agenda is to specifically target, say, Germany, Italy, France, China and Korea in addition to the globally appealing website in English. Here’s how to score transcreation-friendly content: 

• Think about the cultural and social differences in these three countries. 
• Avoid using narrowly understood references that are hard to transcreate. 
• Get familiar with local customs, traditions, religions, and holidays. 
• Minimize the use of humor because it’s not a universal thing. 

For instance, in some countries or regions, it’s a tradition to prepare local food for religious holidays, while it’s not a part of the culture code in others. If you sell food or work in the hospitality industry, you probably won’t launch campaigns in the former country for the Christmas holidays, while the latter territories would be fertile soil for boosting sales in the same period. Knowing such details mean the world when preparing content for various local contexts. 

Unite Translators and Copywriters  

Transcreation demands a certain level of sheer writing, meaning having translators onboard is insufficient. It takes a team of seasoned language professionals to transcreate items that sell efficiently. Hence, having one or more copywriters by your side for each target language is wise. The number of hired professionals depends on the workload and the content scope.  

As for the latter, if you need to handle the compliance requirements in the local language, find a suitable legal translator or copywriter so that everything is done under the local regulations. Long story short, these things are also something to think about in advance and give yourself enough time to gather all the necessary translation and copywriting experts.  

Speak Different SEO Languages 

In a transcreation process, the content speaks on behalf of the promoted brand. While we must convey the messages adequately, making the transcreated work easily visible on the Web is essential. This is where search engine optimization (SEO) jumps in. 

Your SEO specialists should thoroughly research the intended keywords and queries for all the target languages so that the translators and copywriters working on the project know the target keywords from day one. All this will help the brand in question get recognized by different search engines, ensuring that customers in other countries have the same quality of interaction with that brand. 

Mind the Graphics and Formats 

There’s no promotion and marketing without graphics and images. Still, visual communication of that sort also contains cultural and social references. Remember the controversy behind the Benetton advertising campaigns? What seems like a slight provocation in one culture can become a major marketing issue for a brand in another context. 

And while Benetton is an established (and large) enough brand to carry that weight on its shoulders, small and mid-sized businesses shouldn’t be that bold. 

Take the middle-of-the-road approach instead, check the adequacy of the visuals during the planning stage, and prepare images that can be successfully localized for all the desired contexts. 

Extra note: Color symbolism is another critical aspect of localization and transcreation. The same color can have different interpretations in two different cultures, and find out all that in advance. 

As for the formats, it’s good to know how the users will use the transcreated content. Will the target audience primarily use mobile devices, or will they mainly access it through desktop computers? The word count, the SEO strategy, and the formatting all depend on those objectives. For instance, a mobile-first, multilanguage CTA will be different from its desktop counterpart. These things must also be clarified in advance so that all the engaged translators, copywriters, and web designers know how to arrange the textual and visual content. 

Dig Deep into the Brand 

Translating content about services or products into another language demands deep domain knowledge of the brand in question. 

This can be done by arranging pitching sessions, where sales, marketing, and translation teams can get enough information about everything a potential client does. Once you know its business scope and have all the necessary data, starting with the core transcreation work that eventually converts is easier. 

Also, it’s vital to maintain constant and open communication throughout this creative translation. Think about translating the Agile methodology into your world of transcreation, organizing regular Sprints with your clients. As you regularly inform your clients about the progress, they’ll both have a chance to make edits in real time, ensuring that the spirit of your brand hits all the audiences in the bull’s eye. 

The Final Word 

The digital world knows no borders, which opens immense business opportunities. However, anyone aiming at the worldwide market must take into account that global consumers still speak different languages, literally and metaphorically. 

Transcreation is a powerful method to overcome the potential differences explained above and present your business to various audiences with equal success. The strategies, tips, and examples shared in this piece will help you position your brand in various markets while retaining authenticity and adapting to the local specifics.