“We are very happy to work with Surrey Translation Bureau on all translations we need for marketing purposes. The translations are of good quality and always delivered on time. They work in a very structured way and we always receive quick feedback on enquiries or any email we send.” – Air Partner
At Surrey Translation Bureau, we know how your marketing content represents your business and needs to resonate with the target audience. With extensive research and only using specialist native translators with a flair for marketing texts, we ensure that the translated message has the same impact as the original language, considering technical, cultural and creative challenges.
What can we translate?
- Brochures and flyers
- Advertising copy
- Blogs and press releases
- Presentations and reports
- Video transcripts
Here are some of the key ways that our translation services can give your marketing content a global voice:
Creative translation of marketing material
Transcreation or creative translation means adapting a message from one language to another without losing its intent, style and context in translation. When a slogan is transcreated, for instance, it holds similar implications and evokes the same emotions for the target audience as it did in the original language.
Transcreation requires the original text to be translated accurately, keeping in mind other factors like culture, humour, context and local dialects. Your marketing material will not have the desired impact if the content lacks the understanding of local cultures, beliefs and values.
What do we consider when translating marketing copy?
- Idioms, humour and metaphors
Never underestimate the challenge of translating something that is funny in one language into another. Hilarious jokes can fall completely flat if translated literally. Similarly, for wordplay, metaphors and puns, it’s better to go for transcreation that takes into consideration the target culture and idioms. The result may differ considerably from the original text when taken literally; however, it will convey the intended message in the context of brand guidelines and local sensitivities.
- Audio & visual aspects
Much like the written text, sometimes even more so, visual (or aural) elements are vital in defining brand identity. If cultural sensibilities are not taken into consideration, promotional materials can lead to negative connotations or very confused audiences!
- Cultural discrepancies
To give an example of what can happen when you don’t pay attention to your target market, a popular personal care product brand from the USA launched a curling iron called the “Mist Stick” that didn’t really gain traction in the German market. It was only later that the company realised that ‘mist’, in German, means ‘manure’!
But these are not the only challenges in the translation of marketing material. There are also technical aspects to consider.
Technical considerations in translating marketing content
It may well be the case that your creative department or agency will not be comfortable or skilled in working with the languages into which you want your marketing collateral translated. Even if they have the translated text back, it can be daunting for them to typeset in terms of ensuring everything is in the right place.
If you are outsourcing it all, you need to make sure the translation agency or translator is competent in transcreation; equally important is being technically equipped to work directly with the design files or your website’s CMS (Content Management System).
With Surrey Translation Bureau, you can send us the artwork files, login details for the platform or just the hyperlink to your website and we’ll translate it all. We can upload the translated content directly to your website (with access) and deliver print-ready files for your marketing material.