In the ever-globalising world of business, reaching audiences across cultural and linguistic barriers has become paramount. Enter transcreation: an innovative approach that not only translates but also recreates content to resonate deeply with diverse audiences. And in the age of advanced technologies, merging transcreation with AI tools can take your brand's messaging to unparalleled heights. Bwritr, having transitioned from primarily English copywriting to a comprehensive multilingual communications agency, is here to emphasise the importance of transcreation for every brand.
Beyond simple translation
Transcreation is not just about changing the words from one language to another. It involves reimagining the content to make it culturally relevant, ensuring that the core message remains consistent. This means taking into account local idioms, cultural references and sentiments, so your message is not just understood, but also deeply felt.
Imagine launching a campaign centered around a holiday unique to a particular culture. A mere translation won't encapsulate the emotion and significance of that celebration. Transcreation, on the other hand, would capture the essence and present it in a way that is compelling and familiar to the target audience.
Strengthening global brand identity
Consistency is the bedrock of a strong brand identity. However, maintaining this consistency across different languages and cultures can be challenging. Transcreation ensures that your brand's voice, tone and essence remain intact irrespective of the region. This strengthens your global brand identity and fosters trust among diverse audiences.
Leveraging local insights
Understanding local preferences, quirks and nuances are indispensable for crafting content that strikes a chord. By integrating transcreation into your strategy, you tap into local insights and sensibilities. This can be the difference between a campaign that fizzles out and one that generates buzz.
Enhancing engagement and conversion
People are more likely to engage with content that resonates with their cultural context. A study from Common Sense Advisory found that 75% of consumers are more likely to buy a product if the information is available in their language. But language alone isn't enough. The content must also be culturally attuned. This is where transcreation shines, enhancing both engagement and conversion rates.
Mitigating cultural mishaps
History is rife with examples of brands that made cultural faux pas due to lack of proper localisation. Such blunders can be costly, both in terms of finances and reputation. Transcreation reduces the risk of these missteps, ensuring your brand is both sensitive and relevant in diverse markets.
In conclusion
As the business landscape becomes increasingly global, brands cannot afford to view transcreation as an afterthought. It should be a central component of any marketing strategy aimed at global audiences. Not only does it ensure that your message is aptly conveyed, but it also deepens your connection with diverse audiences, leading to enhanced trust and brand loyalty.
At Bwritr, based in the global hub of Geneva, we understand the intricacies of communicating across borders. Our journey from English-centric copywriting to a comprehensive multilingual and AI-collaborative approach is indicative of the evolving needs of businesses in this global age. If your brand seeks to truly connect on a global scale, transcreation isn't just an option; it's a necessity.
Fiona Freeman
