Localization vs Transcreation
When working with different cultures than that of your own, it is important to understand that a word for word translation of your content is not all that you need. Transcreation and localization are two very important things that are often confused. Transcreation is the ability to recreate a message based on a certain cultural climate while still preserving the same meaning. It focuses on keeping the accuracy of what you are trying to communicate when translating through different markets. Countless articles have been written describing the potential pitfalls of translating a company’s slogan for the international market. For example, Pepsi’s slogan “Pepsi Brings You Back to Life”
debuted in China as “Pepsi Brings You Back from the Grave.” Yikes! When branching out to an unfamiliar audience, it is important to have a strong understanding of the cultural differences to ensure the message you wish to convey is communicated accurately. You’ve cultivated a loyal customer base with your logo, mission, and company branding, reach your next audience, and maintain your brand loyalty across diverse cultural settings by embracing the target language and preferences. Our team of dedicated cultural excavators has the drive and knowledge to guarantee your message is understood. Localization focuses on adapting your services to fit the climate of different cultures on the global market. The services that work best in one country, may not work as well in others. For example, in 2013, Coca Cola had come out with their “share a Coke” campaign. Here in the United States, we had common American names on the Coke bottles. When it was time to expand this campaign to China, they had to think far beyond first names. In Chinese culture, it is more respectful to address someone by their last name, followed by honorific titles. Coke now had to localize their service to fit the Chinese culture. They began selling Cokes with phrases like “classmate” and “friend” instead of common first names. Situations like these are what make clients come to 7C Lingo for their localization and transcreation needs.