Transcreation: Your global brand image in 10 steps
As a society, we’ve never been more connected. Geographical borders are easier to cross than ever, most companies have business contacts abroad in some capacity and our world is getting more and more global(ised). Today's marketplace is interconnected, and businesses strive to reach audiences across diverse cultures and languages. And while incorporating translation is part of the process, it often falls short in conveying the nuances and emotions that make a brand's message resonate deeply with its target audience. This is where the art of transcreation comes into play, offering a powerful tool for elevating your brand's message.
Transcreation is often used in advertising campaigns and goes beyond mere translation. It involves a creative process that adapts content, whether it's marketing materials, slogans or advertisements, while preserving the essence and intent of the original message.
The success of transcreation lies in its ability to evoke the same emotions and responses in the target audience as the original content does in its native audience. This process requires a deep understanding of the target culture's values, beliefs, humour and even historical references. A skilled transcreator doesn't just replace words, but they craft an entirely new version of the content that speaks the language of the local consumers.
Imagine a global brand launching a new campaign for a fragrance line. The original slogan may evoke certain emotions in its home market, but those emotions might not resonate in a different culture. Through transcreation, the brand's message can be carefully tailored to trigger the desired emotions within the context of the new culture. This might involve adjusting the imagery, rephrasing the slogan or even choosing different colours that hold specific cultural significance. By doing so, a brand will be perceived as relatable, respectful and authentic, which builds trust and good reputation among local consumers.
Here are a few steps to kick off your transcreation process:
1) Get a detailed brief with as much information as possible about what the brand messaging is, who the target audience is and what the brand wants to communicate with this campaign. Gather all relevant information about the project, including the source content, target audience, cultural context and desired outcomes. This helps transcreators understand the brand's values, goals and the specific emotions they want to convey.
2) Do cultural and linguistic research to understand the cultural nuances, values, humour and sensitivities of the target audience. This step ensures that transcreators can make informed decisions about adapting the content effectively.
3) Hire a transcreation specialist for the target locale with marketing experience. Working with “just” a translator won’t cut it, as the transcreation process is very different from translation.
4) Adapt your content. In this phase, transcreators transform the content, adapting not just the words but also the cultural references, metaphors, idioms and imagery. This often involves rephrasing, rewording and selecting culturally appropriate terms to convey the desired message. Transcreators brainstorm creative ideas that resonate with the target culture while staying true to the original message.
5) Review and approve the adapted content. Stakeholders, including the brand representatives and linguistic experts, review the transcreated content to ensure it aligns with the brand's identity and effectively communicates to the target audience.
6) Test and gather feedback. If possible, conduct focus groups and get feedback from members of the target audience, as this can help fine-tune the transcreated content. This step ensures that the content resonates as intended and that any potential cultural issues are addressed head on.
7) Finalise the adapted content. After incorporating feedback and making necessary adjustments, the transcreated content is finalised.
8) Run quality assurance. Before deployment, the transcreated content undergoes a final quality check to ensure accuracy, consistency and cultural appropriateness. This step helps prevent any mistakes or misunderstandings that could negatively impact the brand's image.
9) Deploy and monitor the adapted content. Once approved, the transcreated content is ready for deployment across various marketing channels. Ongoing monitoring and feedback analysis allow brands to gauge how well the transcreated content is performing with the target audience and make adjustments if needed.
10) Evaluate performance after the content has been in use for some time. Brands should evaluate the performance of the transcreated content against the company’s goals. This assessment helps determine the effectiveness of the transcreation effort and provides insights for future projects.
The benefits of transcreation are numerous. It allows a brand to maintain a consistent global identity while also establishing a strong local presence. It helps brands avoid embarrassing cultural faux pas that don’t resonate with audiences and harm reputation. Plus, transcreation empowers brands to connect with customers on a personal level, demonstrating that they truly understand and care about their needs and aspirations.
In a world where every culture is unique and every market has its distinct preferences, the art of transcreation bridges the gap between cultures and acknowledges that language is just one part of the equation. Cultural context is the key to unlocking the hearts and minds of new audiences.
The key takeaway from all of this is: if you’re serious about expanding your reach (and your sales) internationally, don’t put your brand’s image and reputation at risk by skipping the transcreation process. Review the steps highlighted in this blog article and grow your global presence!