It’s a common problem: ‘How will my branding and advertising go down in other countries, say, Brazil? Will it work? Do I need to change it?’
If you are exporting into new markets you need to ensure that your branding and marketing material is as attractive, engaging and as persuasive as the original is to the local market. It should be meaningful to them and be sensitive to local culture and customs. If it’s not, you’ve already lost their business.
Transcreation goes beyond translation to deliver engaging copywritten advertising, marketing, promotional, or brand-related communication within the context of the local market. As it says on the tin, it’s creative translation: creatively-written multilingual expression which will help make the impact in the right way. We rewrite your original copy to make it fit for your local target readership.
Avoid making blunders. Even big brands have fallen into the trap of direct and unconsidered translations, sometimes unwittingly causing offence or merriment: Pepsi in China translated its slogan, “Come Alive! You’re in the Pepsi generation.” The translation was understood by many Chinese as something approaching, “Pepsi Brings Your Ancestors Back from the Grave.”
“DIALOGUE APPROACHED US A COUPLE OF YEARS AGO. AS IT HAPPENED, WE WERE JUST ABOUT TO GET OUR NEWSLETTER TRANSLATED AND WE’D NOT BEEN ENTIRELY HAPPY WITH OUR PREVIOUS TRANSLATORS, SO WE DECIDED TO GIVE DIALOGUE AN OPPORTUNITY. THE RESULTS? VERY PLEASED! NOT ONLY WAS THE TRANSLATION QUALITY BETTER, BUT THE PRICE WAS TOO!”
Dialogue’s transcreation services use creative writers with a marketing background who will deliver your brand message with local sensitivity and insight. We will help you make the right impact in your target markets. Working with us will also ensure you retain control by avoiding local offices or resellers misinterpreting the brand.
When should I consider using transcreation rather than translation
- Advertising, campaigns
- Branding campaigns
- Web copy
- Corporate communications