We adapt brand and marketing content so it works in your target market, not just word for word.
That can include slogans, campaign messages and brand copy. Our native linguists consider the language, culture and target audience together, and we recommend involving us from the start of your project so cultural missteps are caught before they are built in.
What's The Difference Between Translation And Transcreation?
Translation converts the words and grammar of your source text into an accurate equivalent in your target language. Transcreation goes further, adapting tone, culture, and meaning so the message lands the way it was intended, not just the words.
For example, McDonald's "I'm Lovin' It" doesn't translate directly into Spanish, "love" is a much stronger word there than in English, so a literal translation would overstate the message. The transcreated version, "Me encanta," reads closer to "I really like it," which is what the slogan actually means to a Spanish speaking audience.
Which Types of Content Need Transcreation Instead of Translation?
Transcreation suits content where tone, emotion and cultural fit matter as much as the words: slogans, advertising, campaign messaging and brand copy. For factual content like manuals or forms, standard translation is usually enough. If you are not sure which you need, tell us about your project and we will advise.
How Is This Different From A Normal Translation Quote?
Transcreation typically involves more upfront collaboration, since we're adapting the message, not just converting the words, so timelines and cost can vary from standard translation.
Do I Need To Involve You From The Start Of My Project?
It's recommended, the earlier we're involved, the more we can help you avoid costly cultural or messaging mistakes before they're built into your campaign.
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