Localisation vs Transcreation


Localization vs Transcreation

In expanding your company, one of the most important points is to be able to connect with your target audience accurately and effectively.

Aiming to achieve global expansion, companies have one common question in mind: “How can we successfully showcase our business, brand, and products in new markets?”

Businesses want their brands to maintain their original identity in a new market. A standard translation process will not suffice to realize this target since marketing communications require more than just translations of the words. In new markets, businesses want their message to invoke the same reactions and emotions as in their home market.

This is where professional language service providers, like iTranslation Service, can help businesses achieve their targets. 

Let’s take a look at two smart language strategies you can benefit from to reach your new audience.

What is Localisation?

The term localisation is sometimes used almost synonymously with translation. However, localisation is a different process. It is a process of adapting all sorts of documents, materials, multimedia or software into the target language and culture. 

Localisation involves adapting messages, images, graphics, and many other elements to the target culture, as well. In localisation, the target is to communicate with the new audience as best as possible.

Example: Check out how Coca Cola's landing pages differ from country to country.

Italian page: Check out how the page is designed, especially the tablecloths on both sides of the hero image.
Hong Kong: Check out the different page layout, and Asian "WeChat" widget.

What is Transcreation?

Transcreation is the transformation of text and/or other elements(images, videos etc.) from one language and culture into another. The main target is to preserve the relevance of the original content.The transcreator may actually change the text; however, the key message is preserved to invoke same reaction and emotion.

To exemplify this concept, let’s assume that a company’s slogan has clever wordplay in it. Then:

Translating the slogan is merely expressing the message in the target language.

Localising the slogan consists of adapting the message into the target audience, so that the slogan feels natural in the target language.

Transcreating the slogan is achieving the clever wordplay in the target message, alongside accurate localisation. To make it simpler, transcreation is a combination of localisation and copywriting.

Example: Our successful transcreation example is from Intel.

Intel has changed its slogan “Intel: Sponsors of Tomorrow” for the Brazilian markets. The reason? Because research showed that in Portuguese, “Sponsors of Tomorrow” implied that Intel would not deliver its promises on time. Therefore, in Brazil, the slogan was changed to “Intel: In Love with the Future”.

A good transcreator will use their knowledge of the target market. We, as language specialists know what works and what will fall flat.

There are many more situations in which localising or transcreating your content (or employing any other possible strategy) will make a huge difference in your marketing efforts. For every business, it is vital to know the difference between translation, localisation, and transcreation, and employ the best strategy for the requirements of your expansion targets.

If you are planning to expand your business across borders, make sure that you get expert advice beforehand. If you have any questions, or if you are looking for an advice, we are only a click away! 

Contact us now for all your inquiries. 

See you next time!

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Photo Credits(in order of appearance)
Deanna Ritchie – Matt Botsford

Localisation vs Transcreation
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