{"id":2314,"date":"2026-08-25T09:03:18","date_gmt":"2026-08-25T07:03:18","guid":{"rendered":"https:\/\/laura-schartmann.de\/?p=2314"},"modified":"2026-08-25T09:03:19","modified_gmt":"2026-08-25T07:03:19","slug":"translation-vs-localisation-vs-transcreation","status":"publish","type":"post","link":"https:\/\/laura-schartmann.de\/en\/translation-vs-localisation-vs-transcreation\/","title":{"rendered":"Translation, localisation or transcreation: what do I need?"},"content":{"rendered":"

The translation industry uses many different terms to describe the services available for bringing a text into another language. And the fact that these services can overlap within a project \u2013 or even within a single file \u2013 doesn\u2019t make the choice any easier.<\/p>\n\n\n\n

So, what are your options? Let\u2019s get into it:<\/p>\n\n\n\n

Translation<\/strong><\/p>\n\n\n\n

Probably the most classic and common service. Translation generally aims to convey the meaning and content of a source text accurately in the target language, while taking the target audience and purpose of the text into account.<\/p>\n\n\n\n

It is often used for texts where accuracy and consistency are particularly important, such as contracts, birth certificates or reports. The structure and terminology may be regulated and follow strict guidelines.<\/p>\n\n\n\n

Books also fall under the broad category of translation. Here, translators aim to recreate the author\u2019s style and voice in the target language while staying faithful to the original.<\/p>\n\n\n\n

Localisation<\/strong><\/p>\n\n\n\n

The sweet spot between translation and transcreation. The translator follows the source text but adapts elements that don\u2019t work well in the target culture (always in consultation with the client, of course).<\/p>\n\n\n\n

This can include adapting measurements, currencies and time zones, as well as culturally sensitive topics or, for example, sales strategies that might feel too pushy in the target market.<\/p>\n\n\n\n

I recently localised a newsletter for a Dutch client where they mentioned a childhood memory: baking pannekoeke. Thinking of my own childhood, the first thing that came to my mind was baking waffles, which is a little more common in Germany for a rainy Sunday afternoon. After checking with the client, the pancakes became waffles.<\/p>\n\n\n\n

Transcreation<\/strong><\/p>\n\n\n\n

This is the most creative service, giving your language professional as much freedom as they need (and want!).<\/p>\n\n\n\n

The term combines \u201ctranslation\u201d and \u201ccreation\u201d and is therefore closely related to copywriting. The starting point is often a creative brief, an existing text or a campaign idea developed for the source market. Based on this, a completely new text is created for the target market \u2013 one that doesn\u2019t feel \u201ctranslated\u201d, but specifically crafted for its audience.<\/p>\n\n\n\n

Transcreation is often used for slogans, brand taglines and marketing campaigns.<\/p>\n\n\n\n

Some time ago, I created several sales slogans aimed for the \u201cback-to-school\u201d season, as well as a new tagline for a tourist destination. The clients defined in advance which message they wanted to convey and how they wanted to be perceived. My job was then to find the right words to communicate this message in a way that felt natural and appealing to the target audience.<\/p>\n\n\n\n

So, which service do you need?<\/strong><\/strong><\/p>\n\n\n\n

Before deciding which service is right for you, ask yourself the following questions:<\/p>\n\n\n\n