Translation vs Localization vs Transcreation

Translation vs Localization vs Transcreation

If you’re planning to tap into international markets, you need to understand the difference between translation, localization, and transcreation.

Many global brands have become vulnerable to competitors because their translated marketing is meaningless in their new, overseas, target market. Sometimes, logos or slogans are deemed offensive in different cultures resulting in catastrophic profit loss.

If you’re serious about selling in overseas markets, then it is important you know the difference between translation, transcreation, and localization.

With this being said, let’s take a dive and see what exactly each concept is.

Translation

Translation is where the words of one language are simply translated into another. Although this sounds obvious, there is a lot more to it than that.

To capture the same message, a skilled translator is required with a good understanding of both the source language and the target language.

The translator will then have to make specific judgments to bring the original document to life in another language.

Certain expressions and slang that may resonate in your own country will not necessarily translate well.

This can wipe out your marketing message, resulting in great expense with very little sales. This is why it is important to get translations completed professionally in order to make sure that the original message is up to standards in your new target market.

Localization

Translation alone does not accommodate the culture of your target market. This is where localization comes into play. Plenty of elements come into the mix, including politics, law, and culture.

You can’t afford to ignore localization if you are planning to sell overseas. For example, big brands such as Starbucks have had to change their logos to accommodate laws in Saudi Arabia.

As such, it pays to do your research, so you don’t make a similar mistake further down the line.

The localization concept extends to image layouts, date formats, and the colors used in your marketing.

Often without professional help, your brand could fall flat on its face before you’ve sold a single product or service.

Transcreation

Transcreation is a service that combines translation, localization, and copywriting to bring your message alive in an overseas market.

Like copywriting in your source language, it features unique selling points (USPs), and emotive language to sell products and services.

The copy will adopt local phrasing, idioms, speech, and nuances. If done correctly, it will sell your products just as effectively in your new market as it does in your existing market.

It is important to understand that for transcreation to work well, the translator has to be given the freedom to make necessary changes to bring your product alive.

This facilitates creating the same marketing impact that you have in your existing markets.

Often the most important element in a transcreation is to ensure that the language is emotive, and talks to the people of your new market.

When Translations Go Wrong

To give you an idea of what can happen when translations go wrong, here are a few examples. Some proved very costly to the brands involved.

HSBC

In 2009 HSBC bank launched a new rebranding campaign aimed at several overseas markets. In several countries, the message “Assume Nothing” was translated to “Do Nothing.”

The rebranding cost HSBC USD 10m. The cost to business was almost certainly far higher than that!

US Dollar and China’s News Service

In 2005, journalist Guan Xiangdong from the China News Service wrote a causal, speculative article about the state of the markets.

The English translation came across as authoritative and absolute. This caused panic in the market, and the dollar value plummeted.

World War 3

In 1956 tensions between East and West went on high alert following a speech by Nikita Khrushchev which is now world-famous.

In the speech, the translation from Russian to English was “we will bury you”.

This infamous threat was actually nothing of the sort. The context was “we will outlast you”.

Quite different from what was perceived.

Carter’s Polish Lust

In 1977, President Jimmy Carter traveled to Poland. The interpreter was Russian and not used to translating at a high level.

During the speech phrases such as “when I left the United States” and “your desires for the future”, were translated to “when I abandoned the United States” and “your lusts for the future”.

Dollars didn’t tumble, and diplomatic tensions did not rise, but the world’s media enjoyed these mistranslations.

Starbuck’s Logo

In 1992, the Starbucks logo was deemed culturally inappropriate by the Saudi government.

The logo you know that features a mermaid type creature was deemed to show human flesh, which doesn’t fly with Saudi culture.

As such, an expensive rebranding was carried out.

The Key to Effective Global Expansion

If you’re serious about doing business in a different country, getting a good transcreation team involved early on is key.

It is important to gain an understanding of the culture for maximum marketing impact and to avoid the above mistakes.

With this understanding and a good transcreation team, it is possible to expand your business overseas.

To do it well and see good returns, it is important you get a good team behind you that are familiar with the three concepts of translation, localization, and transcreation.