Creative Transcreation Services

What is the difference between translation and transcreation?

Transcreation, or ‘creative translation’, is more than just the translation or localisation of copy. The difference between translation and transcreation is that the latter involves taking a message in one language and recreating the text so that it has the same emotional impact, sentiment and meaning in the target language and culture.

A simple translation of materials may retain the brand identity, but usually dilutes the impact of the campaign. Hiring a local copy editor may deliver the local impact, but diminishes global brand control as the ad copy, content and messaging moves away from the original text. A transcreation agency combines the best of both worlds to ensure success.

Our process

Working with a transcreation agency such as Wolfestone guarantees a multi-step process that ensures your translation is accurate and delivers the desired impact.

Step 1

The process for Wolfestone’s expert transcreation services begins with a consultation. We will discuss the project brief with you, your desired outcomes and your budget. The text is then transcreated by a native speaking professional with expertise in your specific sector.

Step 2

The transcreation is then edited by an independent industry specialist, such as a copywriter, marketing executive or engineer – depending on your industry. The text gets sent for review to the translator to confirm the amendments and edits. Working with a transcreation agency such as Wolfestone guarantees a multi-step process that ensures your translation is accurate and delivers the desired impact.

Step 3

The translation is then sent to an independent proof-reader for review, before the final linguistic quality assurance check is performed by Wolfestone. The team will sign off the finalised product as fit for purpose, target audience and market. All translation memories, team guides, style guides and glossaries are saved for future use and the final product is delivered to you.

What are the benefits of transcreation?

We’ve touched a little on this above but there are many ways in which transcreation can benefit you and your business.

Building a strong brand image in your target market

Marketing and transcreation go hand in hand, as marketing is all about creating a strong brand image and convincing your target audience to choose your product or service. If you want your company to break into a new target market, using transcreation services enables you to carry that brand image across.

Consideration of other cultures

You’ll be well aware of your own culture’s sensitivities and nuances, but you probably won’t know everything about your target market. Effective transcreation is done by experienced, native speakers who will intuitively understand the market, be able to avoid any cultural misunderstandings and avoid any negative perceptions in other countries.

Increase in sales

The aim of many types of translation services is to increase sales. Companies of all sizes across the globe utilise transcreation to increase brand awareness, acceptance and ultimately get more customers.