Translation vs. Transcreation Services: Which Is Better for Global Branding?

Let’s imagine the following scenario:

A soft drink company launches a marketing campaign in France—winning several hearts, engaging with consumers, and boosting sales. However, when the company used the same campaign in Spain, it fell flat. The reason? The marketing campaign message didn’t feel right to the Spanish consumers. Although the company made sure to translate all the content into accurate Spanish, it wasn’t enough. What the company missed was partnering with reliable transcreation services.

Today, global brands need to meticulously craft marketing campaigns that communicate across borders.

They need to consider the following nuances:

• The language is understood by the target consumers.
• The content is culturally appropriate.
• The tone of the content fits the local requirements.
• The content “feels native” to the consumers.

But in their quest to create an accurate multilingual branding strategy, many fail to consider the following question:

“Is translation enough, or do we need transcreation services too?”

In this blog, we will dive deep into the differences between translation and transcreation for branding and understand why the latter is becoming a key component for a successful global marketing campaign.

Translation vs. Transcreation Services

Let’s break it down comprehensively:

Aspect	Translation	Transcreation
Goal	Complete accuracy and clarity.	Ensure cultural relevance and emotional drive.
Process	Translated word by word.	Creatively imagined and adapted.
Used For	High-stakes documents like legal documents, technical manuals, and medical reports.	Used for ads, banners, brand slogans, and product catalogs.
Tools Used	Glossaries, computer-assisted translation (CAT) tools.	Creative briefs, cultural insights, and client expectation summary.
Result	Faithful to the source document.	Faithful to the impact in the target region.

 

Translation is a process that revolves around linguistic precision, while transcreation is used to drive engagement and conversions, hence making it useful for marketing content.

If you love the idea of transcreation and want to learn more about how global brands use it for marketing content, check out this blog: Transcreation Services: Say It Right, Everywhere.

Why is Transcreation Used Over Translation for Marketing Content?

Brand transcreation is often used over translation for better results in the marketing domain.

Here’s why:

• Transcreation offers a high and creative level of adaptation that ensures true connection with the target audience.
• Transcreation services are also mindful of emotional relevance and cultural appropriateness, which results in better conversion rates.
• Professional transcreation services understand the international brand voice and messaging and possess the skills to align it with the values and beliefs of the target region.
• Taglines, an essential marketing tool, are transcreated effectively to ensure they maintain the impact but in a different language, enhancing their appeal.

For instance, when Coca-Cola launched its “Share a Coke” campaign globally, it didn’t stop at translating the tagline. To ensure higher engagement from overseas consumers, Coca-Cola used local names in their marketing snippets, such as Arjun in India and Pedro in Brazil. This appealed to the audiences on an emotional level, ensuring global brand success for the cola giants.

Some Facts That Might Make You Rethink Brand Strategy

• According to CSA Research, 65% of consumers prefer brand content in their native language.
• Companies using brand transcreation outperform translated content by 2.5 times in engagement metrics.
• Global brands that invest in market localization for diverse regions report 30% higher recall values.

Why Wait for Crafting Messages That Truly Resonate?

Brands that aim to expand globally always seem to ask themselves, “How do we make them feel the same way?” And the answer is always transcreation services. It goes beyond translation of words and weaves your messages in a way that engages target audiences in an organic way.

Hence, it is vital to look for a linguistic partner that understands both the language and the emotion of the target region. Somya Translators, an ISO 17100:2015-certified, premium translation company in India, offers impeccable transcreation services to global brands. We are globally revered thanks to our 170+ language solutions, exceptionally skilled native linguists, and comprehensive transcreation and creative translation services.

So, if you want your global marketing campaign to achieve the desired results and engagement, reach out to us today and get a free quote.

Video Remote Interpretation: How Communication Found a Way in Lockdown!

In 2020, as the world prepared for a new decade, an unexpected pause button was hit in the form of the COVID-19 pandemic. Offices went quiet, airports emptied, and the existence of real-time communication was challenged. However, amid the silenced chaos, professional language services stepped up by providing clear and multilingual video remote interpretation to facilitate communication across the world.

But today, video remote interpretation, a service that started as an adjustment during the pandemic, has become a necessity for global industries. 

In this blog, we will explore how video remote interpretation positioned itself as the industry standard that is sought out by several global industries.

Video Remote Interpretation Usage Since the Pandemic

Video remote interpretation, or VRI, is a professional process that helps multilingual interpreters and individuals connect via secure video platforms. The service aims to help people who speak different languages communicate in real time over large distances. 

VRI is different from the more commonly used on-site interpretation, where the interpreter is physically present for linguistic assistance. 

Professional remote interpretation services were introduced long before the pandemic hit. However, the demand for the service has seen a drastic increase since then. From healthcare providers switching to telemedicine and virtual consultations, courts holding virtual hearings, colleges conducting classes via e-learning platforms, and businesses conducting meetings via video conference, the use of quick, reliable, and accessible language services has increased.

This is how:

• In the healthcare industry, a 50% increase in the usage of video remote interpretation was noted.
• McKinsey reported that 83% of patients wanted to continue using multilingual VRI during the post-pandemic.
• Legal systems, especially in the U.S., began using VRI in more than half of the hearings that required interpretation.

In healthcare, both on-site and remote interpretation services have brought a revolutionary change. However, it has been noted that sometimes individuals fail to hire the most suitable medical interpreter. Do you want to avoid this mistake? Then check out this blog: Medical Interpreters: How to Choose the Right One?

Why Is Video Remote Interpretation the Preferred Method Today?

The pandemic is long gone, becoming a distant memory for all. But how is it that global industries still prefer to use video remote interpretation over on-site interpretation?

The reasons are:

Improved Accessibility

• With VRI, clients can connect with interpreters instantly, regardless of location.
• VRI is exceptionally vital during medical emergencies or urgent legal consultations.
• VRI also includes hard-of-hearing and deaf individuals using interpreters proficient in American Sign Language (ASL).

Budget-Friendly

• VRI excludes travel and stay expenses for interpreters.
• One only needs to pay for the time used, no hidden charges, and it is ideal for small interactions.

Enhanced Visual Communication

Unlike audio interpretations, VRI helps interpreters pick up on visual cues, like body language, facial expressions, and gestures. These are vital elements to derive an accurate and tone-sensitive interpretation.

Looking Ahead: Smart, Easy, and Scalable Communication

With the rise in video platforms such as Zoom and Webex, the right integration of video remote interpretation can be a game changer for most industries. As industries expand globally, the demand for scalable interpretation required for collaboration between multilingual collaborators is important.

However, VRI’s journey ahead won’t be without bumps. Training of interpreters, accessing strong internet connections, and choosing the right interpretation services are essential for industries to leverage the full potential of VRI.

So, how does one find the right interpretation services?

The answer lies in Somya Translators, a leading translation, localization, and interpretation service in India. 

As a professional linguistic agency with 16+ years of extensive experience, we bring you:

• ISO 17100:2015 certified services.
• Over 4000 linguists who are proficient in 170+ languages.
• Customizable on-site and remote interpretation solutions for various domains, like healthcare, legal, business, and education.
• High-quality conference interpretation services for vital business deals and events.

Whether you are looking to improve communication within your global team or require emergency linguistic assistance, Somya Translators has you covered.

Because we believe, “The greatest misunderstanding people could have is distance.”

Contact Somya Translators today and bridge linguistic gaps efficiently!

Looking for Cheap Interpretation Services? Read This First!

Aldo Gucci once quoted, “The bitterness of poor quality remains long after the sweetness of the low price is forgotten.”

Although we are sure he was talking about high-quality shoes, it is worth noting that this quote even applies to the language industry, especially interpretation services. 

Picture this: You are in a vital business meeting with some German clients. There is an enticing multi-million-dollar deal on the table that works for both parties. However, while ironing out the final details, your German-to-English interpreter fumbles a key phrase, impacting both the deal and your long-standing relationship with the Germans.

The result: You regret hiring a cheap interpretation service, which at first looked like a cost-effective solution but later turned out to be the ultimate deal-breaker!

Many professionals unknowingly make the same mistake: they hire cheap interpreters and then regret not having good-quality results.

This blog aims to uncover the real dangers of opting for low-cost interpretation services and explore why investing in professional linguistic services is essential.

What’s at Stake with Cheap Interpretation Services?

Communication Breakdown

From a business deal to a legal court case and medical consultations, clarity in communication is a must. A cheap interpreter might lack linguistic fluency, industry expertise, or cultural know-how. This could lead to inaccurate information being communicated. In sectors like legal and healthcare, a single miscommunicated word or phrase can have devastating results.

Brand Damage and Lost Trust

Imagine a brand about to sign a deal with a foreign entity in a virtual meeting. However, in between, the brand mistakenly relays an offensive message because of poor video remote interpreting. This situation won’t just leave the brand embarrassed but also risk loss of credibility and trust in global markets.

Invisible Costs That Come to Bite Later

At first glance, the “affordable” voice interpreter may save some money today, but it’s possible that you might end up paying a lot more to fix a future fallout.

This is how:

• Post-Event Corrections: A communicated botched-up message needs to be fixed to prevent further backlash.
• Lost Deals: As explored above, enticing deals may slip out of one’s hands.
• Reputation Management: The reputation of a brand or medical firm gets hit the most after inaccurate communication.
• Legal Liabilities: Misinterpreted terms may lead to legal punishments, as in the case of Willie Ramirez, a misinterpreted Spanish term (intoxicado) ended up costing the hospital millions of dollars in legal damages.

Are you working with a tight budget but still want to avoid cheap interpretation services? No worries; check out this blog to know how to efficiently budget interpretation costs: How to Keep Interpretation Costs Low Without Cutting Corners?

What Do High-Quality Interpretation Services Look Like?

While hiring an interpretation service, one must look for the following features:

• The agency provides certified interpreters with deep industry knowledge.
• They offer diverse services like consecutive, simultaneous, and conference interpreting.
• The agency provides interpretation services for all languages, including the lesser-spoken ones.
• Supports all platforms to ensure accurate interpretation, from real-time, on-site to video remote interpreting.
• Offers a sign language interpreter for clients with special needs.

Hiring a reliable interpretation service helps to minimize risks of fallout, enhances trust among clients and consumers, and finally enables efficient multilingual spoken communication across all platforms.

The Somya Translators Advantage

The risks of cheap interpretation services are real and can do irreversible damage to your brand. However, with Somya Translators, a leading ISO 17100:2015 certified linguistic agency, you get expert interpretation services across all industries and 170+ global languages.

We stand out because:

• Certified interpreters who offer expert communication across all platforms.
• Competitive and transparent prices that fit within your budget. 
• Quality guarantee to ensure your communication is smooth and accurate.
• Customizable and flexible solutions to cater to diverse needs.

With our expert and reliable interpretation solutions, one can ensure their message falls in the right place and as intended.

So, before you think about opting for a cheap interpretation service, think about the cost of getting communication wrong!

Contact us today for a free quote, and let us help your brand speak every language in the right way!

E-Learning Localization: One Course That Teaches All Languages?

Let’s say you’ve built a brilliant online course to cater to excited learners worldwide. But are you sure that your global audience would understand it?

You have put in hours of hard work and curated knowledgeable content by adding videos, modules, notes, and quizzes, but when it reaches a learner in Tokyo or Paris, something seems off. Your online course seems partly understandable, but the viewers cannot engage with it. It is not the complexity of the course that makes learning difficult, but the language diversity within the audience. This is exactly where e-learning localization becomes essential, which adapts your content to resonate with learners across regions, cultures, and different languages.

In this blog, we will explore how e-learning localization unlocks the content’s potential and makes it resonate with linguistically diverse learners.

What is E-Learning Localization?

E-learning localization is the process of adapting or tweaking digital learning content to meet the linguistic, cultural, and contextual expectations of different regions. It is a bit different from professional translation because it considers:

• Specific cultural references and idioms.
  
• The platform’s visual elements, like colors, designs, and graphics.
  
• Dialects and audio used in e-learning videos.
• Region-specific formats, like date, currency, and time.
• Compatibility with design, as some translated languages tend to expand the text size.

By doing so, e-learning companies can ensure a better learning experience, improved engagement, better content comprehension, and a seamless global reach—all while preserving the platform’s original intent.

Why Does a Business Need E-Learning Localization?

For a business, ed-tech company, or training platform, expanding internationally is vital to grow and diversify their user base. In such cases, investing in e-learning localization services becomes an effective strategy.

Here’s why:

• Enhanced Global Reach: According to Common Sense Advisory (CAS), online platforms that localize their content are likely to report 2.5 times higher learning satisfaction in global markets.
  
  
• Increased Course Completion Rate: It is likely that a non-native learner leaves a course in the middle due to a lack of understanding. However, if the content is in their preferred language, they are 75% more likely to complete the course.
  
  
• Optimized Learning and Retention: A native learning experience efficiently engages the learner and results in higher knowledge retention.
  
  
• Global Inclusivity and Accessibility: Localization paves an innovative way for global learners from different backgrounds.

How Oxfam Did It Right

Oxfam, a leading global non-profit present in 77 countries, faced a linguistic challenge while diversifying its multicultural workforce. To ensure that their training module was accurate, relevant, and accessible, they turned towards professional e-learning localization services.

• They adopted website localization to convert their online platforms into Arabic, French, Spanish, and Burmese.
  
  
• They hired local subject-matter experts to tailor content regionally to ensure smooth and quick delivery.
  
  
• The company extensively used digital tools via Elucidat to scale localization workflows.
  
  
• They went beyond translation of the language and adapted visuals, tone, and examples to fit the region’s cultural taste.

The Result?

Oxfam significantly improved its online volunteer training platform, encouraged global participation, and improved workflow across regions.

Like Oxfam, even Netflix adopted professional localization services to make multiculturally resonant content and establish a global presence. Want to know how? Check out this blog: Localization Services: Netflix’s Strategy for Global Success.

How to Ensure Effective E-Learning Localization?

Follow these steps to localize your e-learning platform in the right way.

• Start with Market Research: Explore the cultural and linguistic preferences of your target region. This includes dialects, visual preferences, and education styles.
  
  
• Design Your App or Website Appropriately: Plan the layout of your platform with room for flexibility. In some app localization cases, the translated text expands, resulting in a cluttered design.
  
  
• Partner with Experts: Work with professional translation companies that have extensive experience in the localization industry.
  
  
• Use Native Voiceover Artists and Linguists: This is essential to maintain an authentic tone and delivery in your educational course.
  
  
• Test and Iterate: Create prototypes and pilots, gather relevant feedback, and fine-tune the platform to derive the best results.

Finding the Right Experts

Are you an e-learning company struggling with loss of engagement, poor comprehension, and stagnant growth? Or are you seeking to expand your learning content into global markets? In either case, Somya Translators, a leading translation company in India, can efficiently guide your localization journey.

As an ISO 17100:2015 certified linguistic agency, we bring 16+ years of unmatched experience and skilled native linguists to offer specialized e-learning localization services in more than 170 languages.

So why wait? Partner with us, and let’s make your e-learning platform truly global!

Contact us today to grab a free quote!