Content Localisation & Transcreation
Content localisation adapts content linguistically and culturally to a target market, covering units of measurement, examples and visual language. Transcreation goes further: instead of translating sentences, the core message is rewritten for the target market so that it has the same emotional effect, even if entirely different words or images are needed.
In practice
For product descriptions or FAQ pages, careful localisation with the terms used locally is usually enough. For slogans, campaign headlines or emotionally charged copy involving wordplay or humour, straight translation reaches its limits: this calls for transcreation by native speakers with marketing experience in the target market. Even within the German-speaking world it pays to look at local differences, for instance between Austrian and German usage, so that copy reads authentically rather than "translated". A clear brief on tone of voice and audience is the basis for this.