Transcreation or target language adaptation is the process of adapting a message to suit its intended audience. For example, when promoting a product in English-speaking markets, an American company might translate its slogans into Spanish. This ensures that their product will be well understood by potential customers and not misinterpreted.
This article discusses why transcreation services Singapore is essential for your business and how it can help you reach more customers.
Transcreation In The Marketing World
Transcreation is used in all forms of media. It’s commonly seen in marketing campaigns where companies will not just translate their advertisements but also alter them to fit the audience they are trying to reach in a specific region.
While this may seem like a simple concept on the surface, it has broad implications for businesses communicating globally. And while many companies do not distribute their products or services internationally, there are still many reasons you should care about transcreation.
It is important that what you are trying to say in your advertisement or campaign can be easily understood by consumers when they read or hear it in their native language. Companies may be tempted to translate exactly what they want to say into the target language but this can cause confusion and might even damage their brand image if there is a misinterpretation.
It is also important that when you are producing content for your business, no matter how simple it may seem, you use transcreation.
How To Get Started With A Transcreation Project
There are many benefits to transcreation including reaching more customers, establishing trust, and building your brand. Even though it’s important to use transcreation when campaigning for your business, it is not something to worry about if you don’t already have a large project or campaign planned.
You can start small by using the languages available on your website and social media channels or creating a few online ads in different languages. As you gain more experience you will learn what works best for your business.
Transcreation can improve the public’s opinion of your business when done correctly, increasing brand awareness and generating more leads in the process. It is important to note that transcreation should not be treated as a shortcut but rather done with purpose and care, as it can make or break your business.
The Importance Of Localisation When Using Transcreations
Not only should translations be accurate, but the language of your advertisements or communication must also resonate with your target audience. This can be seen in the phrase “see you soon” which is popularly used as an example of poor localisation when translated into German as “Sie werden sehen bald.”
The correct translation that would resonate more with German consumers would be “Bis bald!”. This phrase has the same meaning but is better suited for the German audience.
While transcreation is an effective way to communicate with potential customers, there are some risks involved. If not done correctly, companies lose money and their brand image can suffer.
There are many companies including Apple, Google, and Procter & Gamble who have acknowledged the importance of transcreation. Each of these companies has a special team of employees tasked with translating their materials into other languages.
These businesses recognise that it’s essential to adapt their creative message from one language to another because sometimes even small changes can have large impacts. In China, for example, it’s common for businesses to use traditional Chinese characters in their logos.
Common Mistakes That Businesses Make When Working With Translators
One of the most common mistakes that businesses make is having overly literal translations. This means that instead of rewording or changing their message to fit a different audience, they keep the same wording resulting in words having different meanings between languages.
Another common mistake is failing to account for slang and idioms. These are important because they are used in everyday conversations and your marketing materials should be just as conversational.
Businesses often fail to take into account cultural differences. For example, in some cultures, it’s expected that the person listening or watching will complete an action while others may not know what you are saying unless they see it.
Tips On How To Work With Translators
If you need to use a translator, it’s important to remember that they will not know much about your business and the specific industry that you work in. You should include as much information as possible and be sure to focus on the message you want to get across rather than the vocabulary used.
It’s also recommended that you use an agency or platform that can help you locate a local team of experts to work on your material. This will give the business owner more control over their project and ensure they get exactly what they want while also saving time and money in the process.
One thing you can also do is to hire someone who specialises in transcreation or localisation. It’s also possible to use Google Translate, which currently has 100 languages that are supported. There are even online communities where people can meet up with others who speak the same language as them.
Conclusion
While localisation is important for most businesses, it is especially crucial if you are targeting foreign markets. Transcreation allows marketing materials to be tailored to the audience being targeted, allowing companies to meet their customers’ needs more effectively.
However, it’s important to remember that even small changes can have large consequences so you should keep this in mind while working on your localization projects.
By taking the time to do your research, you may find that transcreation is an easier process than you first imagined. It’s not just about hiring someone or outsourcing work; it’s also about how you approach the entire strategy as a business. When done correctly, it can give your company access to countless new markets and clients which would otherwise be difficult to reach.
When it comes to website translation, it is essential to find the best website translation agency in Singapore.
