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 – or even within a single file – doesn’t make the choice any easier.
So, what are your options? Let’s get into it:
Translation
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.
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.
Books also fall under the broad category of translation. Here, translators aim to recreate the author’s style and voice in the target language while staying faithful to the original.
Localisation
The sweet spot between translation and transcreation. The translator follows the source text but adapts elements that don’t work well in the target culture (always in consultation with the client, of course).
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.
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.
Transcreation
This is the most creative service, giving your language professional as much freedom as they need (and want!).
The term combines “translation” and “creation” 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 – one that doesn’t feel “translated”, but specifically crafted for its audience.
Transcreation is often used for slogans, brand taglines and marketing campaigns.
Some time ago, I created several sales slogans aimed for the “back-to-school” 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.
So, which service do you need?
Before deciding which service is right for you, ask yourself the following questions:
- Text type: technical documentation, annual accounts, newsletter, brand tagline…
- Target audience: internal vs. external communication, new customers vs. existing customers, market entry…
- Intention: informative, persuasive, legal, promotional…
Translators don’t simply swap words: they’re cultural experts who know how to make your message work in their target market.
Do you have any further questions about the world of translation? Then send me an email at schartmann@lslanguageservice.de – I look forward to hearing from you!