The power of transcreatig in global communication

In today's interconnected world, we encounter localization daily, often without awareness. Whether it's while using apps, navigating websites, reading banners, or engaging with brand ads, localization tailors content to specific regions, ensuring resonance with local audiences. But localization is a complex process that includes translation and transcreation (translation + creativity.)?

For instance, if you need to adapt your business's help center, you do not need to focus on creativity. The translated text should be informative, and clear. On the other hand, for slogans or unique selling propositions, the translated message should impact your users and evoke intended emotions.?

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Did you know that the first book about Harry Potter has two different titles in English? In the UK, it is "Harry Potter and the Philosopher's Stone," while in the USA, it is - "Harry Potter and the Sorcerer's Stone." Such a difference is because the legend about the Philosopher's Stone is not popular in the US culture, and the original title wouldn't correctly affect associations and emotions.

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Why should you focus on transcreation??

Transcreation is a highly creative process that expertly avoids the cultural gap using language and cultural nuances. The well-done work aligns content with local rules and emotionally impacts the audience across different regions. In today's globalized marketplace, where cultural sensitivity and emotional impact are paramount, transcreation is not just about words; it's about creating experiences that transcend linguistic and cultural barriers, fostering a deeper connection between brands and consumers worldwide.

One of the great examples of positive transcreation impact is a straightforward translation of "Black Friday" to "White Friday" in some Muslim countries. This solution sounds incredibly simple if you understand the region's particularities - Friday is often a day of prayer and gathering, traditionally associated with white color. However, this approach has been used by Amazon since 2014. This example demonstrates transcreation's ability to convey the intended message effectively.

How to implement transcreation in global communication successfully?

As mentioned before, not all the content requires transcreation. So, from the start, you should define what should be translated, localized, or transcreated.?

The second step is understanding which knowledge your team requires and who should be included in the process. It can be marketers, local experts, researchers, linguists, etc.?

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The worst scenario is to delegate transcreation only to translators. They do not have enough information and expertise to handle such tasks.?

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In case you successfully transcreated the challenging content (slogan, for example), you must ensure consistency throughout the entire project. So, the third stage will be - documentation update. Your style guide and glossary must contain the newest data so that other team members will stay up to date. To cover this question Lingohub provides a great tool - translation memory. This feature can collect the approved text segment translations and provide suggestions for future texts based on this data.?

How can Lingohub help with the transcreation process?

Besides translation memory, which we already described above, here are the key features provided by Lingohub that can help businesses:

1. Efficient Machine Translation: Lingohub integrates with powerful machine translation engines like DeepL, Google Translate, and Amazon Translate. This means you can swiftly generate initial translations, saving you valuable time and effort.
2. Comprehensive Glossary: Lingohub provides a glossary or term base feature. It helps you manage untranslated terms effectively and ensures that your translations are not only swift but also accurate, maintaining consistency across your content.
3. Multi-Editor Support: Lingohub offers a multi-editor feature that allows you to view translations in different languages simultaneously. This feature is incredibly handy for comparing and fine-tuning translations, ensuring they resonate perfectly with each target audience.
4. Access to Professional Translators: For those critical projects where high quality and reliability are non-negotiable, Lingohub connects you with professional translators. Their expertise ensures that your transcreation efforts meet the highest standards.

In conclusion, transcreation is a dynamic and creative process that requires a profound understanding of local cultures, team cooperation, and established processes. To excel in global communication, harness the power of specialized tools like Lingohub. It streamlines your transcreation efforts, enabling you to penetrate new markets precisely and effectively.