When it comes to marketing a new product and introducing it to new markets, standard translation is never effective as it does not and cannot preserver and introduce to the target market the brand, while at the same time keeping in mind cultural sensitivities and market requirements. In the Localization process Transcreation is the combination of translation, creative writing and marketing. It is used to introduce a new brand into a new market, all the while preserving and keeping it culturally relevant to the specific target market. In the process of transcreation it is important to keep language, linguistic, cultural and consumer requirements in mind, this way you can bridge the cultural gap and cater to the local market and a target audience.
On receiving the content it is important to first determine if transcreation or translation is appropriate. Once it is determined that the content needs to go through the process of transcreation then we can go to step 2.
The QA process in transcreation in unlike the QA process in other localization process, especially since it has a creative element in it. This is why our QA process for transcreation is a combination of content and creative review; this is also the stage at which we would get reviews and approvals from the client.
Once the content has successfully gone through the 1st two phases it is ready and can be delivered with all the changes, and can truly be considered as having gone through the Transcreation process and released.
An accurate quotation is not only essential to the LSP but also for you as a client, as it sets expectations in regards to current budget availability, future budgets and also future business interactions. This part is also known as Linguistic Validation Process. One point to be noted here is that as in translation where the process is purely conversion of text from one language to another; in transcreation involves creativity and marketing skills as well as translation.
This is where the content is taken through the transcreation process by our in-country transcreation experts and copywriters. They will take the content through the transcreation process getting it ready from a marketing perspective keeping in mind the target market; the content needs to be localized and translated; the content also needs to be culturally relevant. Thus the transcreation process always keeps in mind language, culture, the key message, sensitive areas of the content and cultural norms.