Localization | Globalization | Transcreation

Many times, people will use interchangeably terms - Translation, Localization and Transcreation, so here are simple definitions to help you make an informed decision.

Translation is the process of converting the meaning of (written) text from one language into another (the exact meaning/often word per word). Content is kept consistent and accurate. Grammar and sentence structure is adjusted as needed, but the translation will stay true to the original content. Many scientific and technical documents need just that - accuracy and consistency.

Projects: technical manuals, compliance documents, vital records, legal and immigration etc.

Localization is the process of translating and adapting content to a specific market/culture, so it goes a step further than translation and addresses linguistic, technical (non-textual) and cultural components when adapting content for another country (time/date format, currency, units of measurement, page format, local idioms and other culturally appropriate norms).  

Projects: marketing materials, website text, clinical trial site materials, cookbooks etc.

Transcreation is a process where the final goal is to engage with a foreign market and culture on an emotional level and to make sure that your brand fits cultural norms (and is not offensive) of a new market/audience, so words, tone, visuals and even logos can all be changed to fit the market and engage the audience. This process doesn't start with a translation company and translators. It starts with creative teams and local copy-writers to creatively transform their brand. 

Projects: Product or brand entering a new market.

Let us know which services you would like to use for your international project/service or product. 

If you are not sure, please drop us a line or give us a call. We are here for you.