Transcreation: When Literal Translation Fails Your Brand

Some content depends on rhythm, wordplay or emotion. Translate it literally and the message is lost. Transcreation, a blend of translation and creation, rewrites the message so it creates the same feeling in a new language and culture.

What makes it different

A translator is asked to stay close to the source. A transcreator is asked to stay close to the intent. The result may share only a few words with the original, but it does the same job: it makes the target audience feel what the original audience felt.

When you need it

• Taglines, slogans and brand names
• Advertising and social media campaigns
• Headlines, email subject lines and landing pages
• Video scripts and voice-overs
• Content full of puns, idioms, humour or cultural references

What can go wrong without it

• An idiom translated word for word that means nothing, or something unintended.
• A colour, gesture or image with a different meaning in the target culture.
• A pun that disappears, leaving a flat line.
• A name or phrase that sounds awkward or negative in the local language.

How to brief a transcreator

1. Share the goal: what should the reader think, feel or do?
2. Describe the audience: age, region, interests and how they speak.
3. Explain the brand voice: playful, premium, reassuring, bold.
4. Give context: where the copy will appear and any character limits.
5. Allow freedom: and ask for a short back-translation and rationale so you can review the thinking.

What it costs and how long it takes

Transcreation is usually priced per project or per hour, not per word, because it involves creative work and often several options. Allow extra time for the review round with your local team.

If you have a campaign heading to new markets, send us the brief and we will propose options in your target languages.