website localization

Sprout New Business Growth With Transcreation and Localization Services

If you’re a business owner who sells products or services internationally or perhaps to a non-English speaking audience in America, then you have probably heard of the terms  transcreation and localization. These language services are designed to help businesses reach target audiences who do not speak English in order to boost brand recognition, gain clientele and increase revenue. Transcreation and localization are the two most important language services that will aid you in your international marketing endeavors. It is very beneficial to understand the variances in these two services to ensure you’re choosing the right service in order to meet your business goals. Ultimately you want your business to be perceived in the best light possible when it is being exposed to new countries, cultures and languages other than the one it was design for. Misconstrued intent and poor translation can be very destructive to your brand and marketing message causing your business to bomb in an international market. “Lost in Translation: 8 International Marketing Fails,”  provides examples of large companies who have all fallen victim of poor translation when marketing to a non-English speaking audience.

Words, meanings and sayings don’t always translate well into other languages, for example, the saying, “Kill two birds with one stone,” in English means to get ahead by completing two tasks at the same time. In Italy they say, “Catch two pigeons with one bean,” and in Burma they say, “Get two pieces with one cut.” Essentially all three sayings are conveying the same meaning, however the words are completely different. If you told someone in America that you we’re going to “Catch two pigeons with one bean,” they may not have a clue as to what you’re talking about, even though we have an equivalent saying in America. When releasing a marketing campaign or a website into a globalized market, it is important you ensure you’re delivering the intended message that was originally designed for your specific business. This sounds like a daunting task, but don’t worry Niki’s Int’l Ltd. provides businesses with localization and transcreation services that will ensure accuracy in translation and will provide your target audience with the intended marketing message that was created and designed for your business.   

What is Website Localization?

In the technologically advanced society we live in, connecting with people around the world has become easier, conducting international business or selling a product online to a customer in Asia have all become possible thanks to the internet. In order to successfully penetrate various markets and expose your business to a foreign audience, you need a solid marketing campaign and a localized website. Localization is the process of adapting a product or service to a particular language, culture, and desired locals look-and-feel. Competing in today’s changing global economy requires managing your company’s brand and content to target exactly the audience you want to reach. For most companies the first step in entering the global marketplace is localizing their website. The goal is to provide your clients with a user-friendly, effective and well-received regional website that will allow your business to flourish in an international market. When it comes to localization you will more or less receive a mirrored image of the text you give your language service provider, this is to stay consistent with global brand recognition. This is a very effective marketing strategy when trying to reach a non-English speaking target market, however transcreation takes it a step further…

What is Transcreation?

Sometimes called creative translation, transcreation is a language service that aims to adapt a marketing message from one language into another. The process involves more creativity than localization and there is no obligation to stay linguistically faithful to the source text. Maintaining the true intent, style, tone and context is the overall goal in transcreation, you want to convey the message in a new language without losing the intended meaning. Evoking emotions through advertising is how the population is prompted to make purchases, however cultural differences play a large role in how we perceive emotion. Through the process of transcreation, words, meanings, idioms and cultural nuances are taken into account in order to ensure that nothing is taken out of context in your marketing campaign. Transcreation goes beyond localization by adapting the images and meaning in such a way that your audience receives the original creative and emotional intent of the message exactly as it was intended in the source language.

Transcreation allows for extensive linguistic liberties, meaning that one word choice or the entire message may be changed in order to stay consistent with the original meaning while maintaining a cultural compliance within the country that the marketing message is released. This could mean that your global branding may be a bit inconsistent, however local branding is more effective when targeting specific audiences. McDonald’s showed cultural appropriateness through the successful transcreation of their branding when they opened restaurants in China. Their famous tagline, “I’m lovin it,” was changed to, “I just like it,” because they knew that the Chinese take offense to using the word love in public. It is vital when working towards the goal of expansion that you invest in the proper tools that will help you in reaching your target audience. If you are interested in expanding your company globally then it is time for you to contact Niki’s Int’l Ltd., a translation company who offers transcreation and localization services that can get your business noticed by non-English speaking customers and clients.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at

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