The Battle of Words – Translation or Transcreation

There are a few important terms to know and understand regarding international business, such as the difference between Translation and Transcreation. Why is this important for Amazon sellers looking to do business in other countries to understand? Here is why:

The translation is a more literal process, where the goal is to simply convert the text from one language to another without changing the meaning. Translation is typically used for legal documents or technical manuals, where the text must convey the meaning accurately and precisely. 

Transcreation, on the other hand, is more complex. It goes beyond translation, taking into account elements such as culture, tone, and context in order to create a version of the text that is true to the source material and appropriate for the target audience. 

Why Use Transcreation?

There are several reasons why you might choose to use transcreation rather than translation. First, transcreation can help you avoid potential pitfalls when translating marketing or advertising materials. For example, you are trying to sell your product in Japan. Suppose you simply translate your advertising copy directly from English into Japanese. In that case, you risk using words or phrases unfamiliar to Japanese consumers or having different connotations in Japanese culture. This action could make your ad or product description confusing or even offensive to your target audience. However, if you use transcreation, you can work with a professional who understands both cultures and can create copy that will resonate with Japanese consumers. 

When translating marketing or advertising materials, it is essential to remember that literal translations often do not work. This is because idioms, jokes, and puns often translate poorly from one language to another. As a result, your copy could lose its impact or even become incomprehensible. Transcreation can help you avoid this problem by adapting your message so that it still makes sense in the target language while retaining its original meaning and intent. In addition, transcreation can help you ensure that your message is clear and effective in another language. 

Finally, transcreation is essential for maintaining brand consistency across multiple markets. Your brand identity is more than just your logo; it includes factors such as your tone of voice and your overall messaging strategy. When you use transcreation, you can work with a professional who understands your brand identity and can ensure that it is maintained across all of your marketing materials, even if it is being translated into multiple languages. 

For Amazon sellers looking to branch out to new regions on the platform, it’s important to keep this distinction in mind – because using the wrong term could mean the difference between a successful transaction and a complete disaster.

If you want to take your business to the next level, RT7Digital can help you with all your transcreation needs. We understand the importance of maintaining consistent brand identity across multiple markets, and our team of professionals can ensure your message is clear and effectively resonates with your target audience. 

Move your company from where it is to where it wants to be.

At RT7Digital, we’re committed to helping you utilise Amazon’s latest platform features and consumer trends. We have first-hand experience from years of selling our products on the Amazon marketplace and bring this knowledge to our clients. Our tried-and-tested methods allow us to guide you in making data-driven decisions about your current and future Amazon business. Contact us today to get started!