Transcreation Services: Say It Right, Everywhere

Did you know that there have been a handful of incidents when a popular brand’s translated tagline made the target audiences chuckle—and not in the intended way?

When KFC expanded into the lucrative Chinese market, its iconic slogan “It’s Finger Lickin’ Good” was mistranslated into Mandarin as “Eat your fingers off.” Safe to say this was not the appetite boost KFC was trying to encourage among their Chinese consumers.

In some cases—like the one we just saw—direct translations are not enough. This is where transcreation services are used. And no, it is not just a new fancy word for translation!

While translation focuses on converting the original wording of the content, transcreation focuses on adapting the message both creatively and culturally to make it more resonant with the target region.

In this blog, we will explore what exactly transcreation services are, how they differ from translation, and why this difference is important.

What Are Transcreation Services?

Transcreation services, offered by professional linguistic agencies, are the art of reimagining content in another language. But there is a twist: rather than word-for-word conversion, transcreation focuses on preserving the original intent, tone, and emotional impact.

So, in essence, in transcreation, what’s being said matters, but how it’s being said matters more!

Unlike traditional translations, transcreation gives a sense of creative freedom to reshape the content and make it natural and relatable to the target region. The single most important goal of transcreation services is to evoke the same emotional response in the target language as in the original.

Transcreation vs. Translation: Understanding the Differences

While both services aim to eliminate linguistic gaps, their approaches are quite different.

Translation resembles the source material closely, focusing on linguistic accuracy. The service is ideal for high-stakes documents like legal contracts, medical reports, and user manuals.

Transcreation, on the other hand, focuses more on the tone, delivery, and impact of the content. It is perfect to enhance consumer experience in the advertising industry. Transcreation services are also used to convert taglines, advertising materials, game content, websites, and more.

Let us understand the differences in depth.

Objective

• The main objective of translation is to convey accurate messages in different languages.
• Transcreation focuses on replicating the emotional and cultural impact of the message.

Structure

• In most cases, translation follows the same structure as the original.
• Transcreation has the liberty to restructure or rewrite the content to enhance its appeal.

Process

• Translation begins with a source text, which is then converted into the target language by domain-specific linguists.
• The transcreation process starts with a creative brief that focuses on the brand’s objectives, tone, voice, and emotional impact. By creating a creative brief, trans-creators ensure that the message is effectively recreated in the target language.

Cost

• Translations are generally priced according to the number of words and the language pair.
• Transcreations are charged by the time spent or on a project scale.

Cost is a factor that must always be kept in mind while choosing a linguistic partner. Why? Because if unchecked, they tend to rise uncontrollably. Want to explore how to avoid the cost of interpretation from rising? Check out this blog: How to Keep Interpretation Costs Low Without Cutting Corners?

When Should One Choose Transcreation Over Translation?

The requirement of the service entirely depends on the content type.

If the content’s aim is to give information or knowledge to the target audience in the form of research papers, technical manuals, or user guides, then professional translation must be enough to meet the need!

However, if the content’s aim is to engage, persuade, and influence, like marketing slogans, advertising banners, and social media ads, then transcreation services must be the preferred choice.

Always consider this before selecting between transcreation or translation services:

• Will the translated message drive emotional sentiments in a different culture?
• Does the tone reflect our brand’s voice?
• Will this attract diverse consumers towards our brand?

If the answer is yes to all, then go ahead with transcreation services.

Where to Find the Right Partner?

Choosing between translation and transcreation is a strategic decision that can make or break your brand’s operation in foreign lands. And so, you are searching for a skilled agency that understands both the language and the culture of the target regions.

That’s where Somya Translators comes in. As an ISO 17100:2015 certified leading translation company in India, we specialize in offering exemplary transcreation and other linguistic services.

From expert linguists to comprehensive support in 170+ languages, we customize our services to ensure that your brand speaks the language your audience feels.

Do you want your brand voice to travel the world—creatively, clearly, and culturally?
Contact us today and get a free quote!