About creative translation
Your stories need to get under the skin if they’re going to be remembered – in any language and every market. It’s often those tiny nuances in the language that make all the difference. That’s why creative texts shouldn’t only be translated. They need to be contemplated, chewed over, and reflected upon until they are adapted or completely rewritten for maximum impact with a target audience.
It’s the small things
If your campaign is to succeed in a new language and market, there has to be just as much focus on the message, story and local culture as with the language and grammar. That’s why working with creative translators makes a lot of sense.
Adapt content for your target audience
The process of creative translation, also known as transcreation, is best defined as the adaptation of content for a specific audience. For example, saying a product has a slot for national ID cards may make sense in Denmark or Germany, but not so in the UK or the USA. It may also make sense to promote the security a product provides in one region, while a focus on the features that offer freedom will resonate better with another audience. It’s subtle differences like these that the creative translator takes into account when adapting your story to a local market, in collaboration with your in-house marketing team, of course.
Slogans and taglines
A common task for creative translation is the translation of slogans and taglines. Creative translators focus on the meaning of the text, rather than the words used, and they offer multiple options for the translation. So that you can understand the difference between these options, they also provide back-translations and an explanation about the cultural implications.
The all-important brief
You could say that the keys to success for creative translation are a good brief and close collaboration. This is because creative translators don’t just convert a text to a language, but also use their expert knowledge to add a deeper cultural connection to global marketing campaigns. The original marketing brief becomes a major point of reference rather than just the source text and brand guidelines. A creative translator will also provide feedback when necessary, making sure any major adjustments are communicated and potential misunderstandings are avoided. Creative translation is something that makes sense in any culture.
- Copy is re-written in new languages and adapted for your target audience
- Slogans and taglines are a speciality
- The better the brief, the easier the creative process