Translation, Localization, Transcreation — What Is the Difference
These three concepts are often confused, although they describe fundamentally different approaches:
- Translation — precise transfer of content from one language to another. Suitable for technical documentation, legal texts, manuals. The goal is to preserve meaning.
- Localization — translation + adaptation to the cultural, legal, and technical specifics of the target market. Example: changing date format, currency, units of measurement, references to local legislation.
- Transcreation (transcreation = translation + creation) — creating new text in the target language that evokes the same emotional response as the original. The source text serves as a brief, not a template.
Pricing differs: translation is priced per page (1,800 characters with spaces), while transcreation is more often priced per hour or per project, because the specialist is essentially writing new copy.
When You Specifically Need Transcreation
Transcreation is necessary when the text must not inform but persuade, evoke emotions, or prompt action:
- Slogans and taglines
- Commercials and scripts
- Banners, outdoor advertising
- Email campaigns with sales copy
- Landing pages and product pages
- Social media posts
If your text contains wordplay, metaphors, cultural references, or humor — standard translation will destroy it. Only transcreation works here.
Preserving Brand Voice: Our Methodology
Before starting transcreation, we request the client's brandbook or style guide. If they don't have one — we conduct a briefing and create the document ourselves. We document:
- Tone of communication — formal, friendly, provocative, expert
- Target audience — age, gender, profession, income level in the target country
- Prohibited topics and phrasings — religion, politics, competitors
- Key messages — what the reader should remember
A tandem works on each project: a native-speaker translator + a copywriter with experience in the relevant industry. We provide 2–3 adaptation variants for each key element with a rationale for each choice.
Examples of Successful and Failed Adaptation
Failed cases:
- KFC entering the Chinese market translated "Finger-lickin' good" as "Bite your fingers off" — a literal translation without adaptation.
- HSBC spent $10 million on rebranding after the slogan "Assume Nothing" was translated in several countries as "Do Nothing."
- Braniff Airlines translated "Fly in Leather" (about leather seats) into Spanish as "Fly Naked" (vuela en cuero/cueros).
Successful cases:
- Nike's "Just Do It" — adapted in China as "用运动" (Use sport), preserving the motivational message without literal translation.
- Haribo in Russia — "Haribo macht Kinder froh" became "Haribo — joy for children" rather than "Haribo makes children happy." Shorter, more rhythmic, clearer.
Culturalization: What Is Not Visible in the Text
Transcreation is not just about text. Cultural adaptation affects:
- Visual elements. Colors, gestures, models in photographs — everything must fit the cultural context. White in China is the color of mourning; the "OK" gesture in Brazil is offensive.
- Forms of address. In German, "tu/vous" (du/Sie) is a fundamental choice. In Japanese, there are three levels of politeness.
- Humor. What is funny in one country may be incomprehensible or offensive in another culture. Humor is almost never translated literally.
How to Order Transcreation
We perform transcreation of advertising materials in 30+ languages. Timeline — from 3 business days per project (depending on volume and number of languages). The price includes 2–3 adaptation variants, back-translation (for quality control), and a round of revisions.
For comprehensive projects we offer website localization and presentation adaptation. We work under contract, ensure full confidentiality (NDA), and provide closing documents. Simplified tax system — no VAT.
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