What Is Transcreation? When to Use It Over Translation

When your brand expands into international markets, literal translation is often not enough to truly connect with local audiences. For content that carries emotion, humor, or cultural nuance, there’s a better solution: transcreation.

At Idiomatic Brasil, we offer professional transcreation services to help your message resonate globally — without losing its impact, tone, or personality.

What Exactly Is Transcreation?

Transcreation is short for “translation + creation.” It’s a creative process where your message is reimagined in another language while preserving its intent, style, tone, and emotional appeal.

While translation focuses on converting words, transcreation focuses on delivering the same feeling — even if that means using completely different words.

Imagine adapting a joke, a slogan, or a cultural reference — a literal translation would sound awkward, but transcreation makes it feel natural and powerful in the target language.

When Should You Use Transcreation Instead of Translation?

Not all content needs transcreation, but when it does, it can make a massive difference. Here are some ideal use cases:

1. Marketing Campaigns

From TV and print ads to online banners and email blasts — marketing messages must evoke emotion, not just be understood.

2. Slogans and Taglines

These are packed with meaning in just a few words. They often include puns or idioms that simply don’t translate well. Transcreation recreates the idea, not just the phrase.

3. Social Media Content

Social media thrives on humor, trends, and cultural references. Transcreation ensures your brand stays relevant and engaging to international audiences.

4. Website Headlines and Calls to Action

A catchy CTA in one language might sound flat in another. Transcreation makes your web content conversion-ready in any region.

5. Brand Voice and Storytelling

If your brand has a distinct tone — witty, formal, bold, warm — transcreation keeps it consistent across all markets.

Real-World Example

Take the famous slogan “Finger Lickin’ Good” from KFC. A literal translation into Chinese was once interpreted as “Eat Your Fingers Off” — not ideal! With transcreation, that message would be adapted to convey deliciousness in a culturally appropriate and enticing way.

Translation vs. Transcreation: What’s the Difference?

The main difference is this:
Translation tells people what you said. Transcreation makes them feel what you meant.

Translation works best for:

• Legal documents
  
  

• Technical manuals
  
  

• Contracts
  
  

• Academic texts
  
  

Transcreation is ideal for:

• Marketing and advertising
  
  

• Product names and taglines
  
  

• Brand storytelling
  
  

• UI/UX copy
  
  

• Cultural campaigns
  
  

If your content is meant to inspire, persuade or entertain, then transcreation is what you need.

Why Choose Idiomatic Brasil for Transcreation?

At Idiomatic Brasil, we don’t just translate — we create meaning for global audiences. Our transcreators are not only native speakers, but also skilled copywriters with deep cultural knowledge and marketing experience.

When you work with us, you get:

• Multiple creative options for each piece
  
  

• Brand-aligned voice and tone in every language
  
  

• Native localization for target countries
  
  

• Transparent pricing and fast turnaround
  
  

• Real human creativity — no AI shortcuts
  
  

Make an Impact That Crosses Borders

If you’re launching a global campaign, entering a new market, or just want your brand to connect more deeply with international customers, transcreation is your best ally.