For creative copy steeped in sentiment, littered with puns or nuanced for maximum impact, we recommend transcreation. This is our most creative approach to translation, where the meaning of the source language is captured in the target but our linguists are free to re-write and adapt the copy for maximum local impact. Your customers will feel you’re speaking directly to them. They’ll start to look out for your content, and share it with their friends.
TRANSLATING MEANING, NOT JUST WORDS
Our bi-lingual copywriters and editors will convey your message and capture your tone, but we’ll free them up to move away from the words and focus on the meaning. Combining your brand and content objective with our local knowledge, we’ll adapt or re-write your content so that it’s as effective in the target language as it is in the source. Your customers will know that you’re speaking directly to them, and they’ll love it.
There’s more than one way to peel an orange, and many different ways to write a punchy headline, especially when you bring international markets, languages and cultures into the mix. For short bursts of inspired content, our bi-lingual copywriters brainstorm with their editors to create two or three versions of your concept. With each new line, we’ll provide a back-translation and rationale so you see how and why we have ‘transcreated’ the source copy. And why our ‘new’ concepts are going to wow your audience.
IT’S NOT WHAT YOU SAY, IT’S THE WAY THAT YOU SAY IT
TONE OF VOICE
For your content to engage and build brand loyalty, your tone of voice may need to be adapted. A casual and light-hearted tone could be too flippant for some markets. Sense of humour can get lost in translation, or cause offence if not sensitively handled. And what you mean by ‘friendly and conversational’ in English, may be misconstrued in Japanese. Our 4000+ cultural experts and language professionals will help you develop a consistent but localized and relevant tone of voice guide, per market, with training and toolkits on demand.
WHAT’S IN A NAME?
Naming can be an emotional and contentious business. Add to that a variety of international markets, and you could be looking at a process of nearly endless deliberation. To take away the pain, we can perform the usual checks (i.e. we’ll rate your selected names for memorability, meaning, ‘stand out’ and ‘sound great’ factors) but we’ll also sense check in your target markets. We’ll recommend translation, transliteration, English only (or a mix); we’ll check for similar (or similar-sounding) names in-country. And we’ll advise you on any potentially negative or positive connotations.