Jul 24, 2025
All companies share the same primary goal: to sell what they offer. And for many growth-minded businesses, the natural step is to tap into international markets and explore emerging opportunities abroad. But reaching new customers in different regions comes with a familiar challenge: communication.
So, how to successfully connect to your new audience? That’s where many brands hit a wall and realize that, once they enter a new market, it’s not just about translating words. Sticking to the brand voice—and conveying meaning, emotion, and intent in a way that feels authentic to a new audience—also adds to the equation.
The key question is then: How do you make sure your message truly lands? To put first things first, it all begins with understanding the differences between translation, localization, and transcreation. Then, here we go:
What is translation?
Translation is about converting a text from one language into another. You can think of it as a direct linguistic transfer—word for word, idea for idea. That’s why it generally works best for documents that require precision and leave no room for misinterpretation, such as contracts, user manuals, scientific papers, and financial reports.
One key thing to keep in mind is that while translation sticks close to the original meaning, context, and intent, it can sometimes miss the bigger picture. It’s like translating the words but not the heart behind them. For example, a direct translation of a website page might fall flat because it doesn’t capture cultural nuances, local preferences, or the subtle ways people communicate in different regions.
What is localization?
Localization goes a step beyond translation. It’s not just about changing the language. It’s about adapting content to a specific culture, region, or audience. That means considering not only words, but also customs, values, humor, visuals, formatting, and even user behavior.
Here, fluency alone is not enough. You need cultural insight to understand what makes people tick in that particular market: what they care about, what they laugh at, what they might find offensive. To sum it up, localization is essential when the goal is to engage, persuade, or create a smooth, relevant user experience.
What is transcreation?
Take translation and creative writing, and mix them together—that’s transcreation. It’s short for “translational recreation”, but what it really means is this: making a message feel just as powerful in a new language as it does in the original. Instead of just translating words, you recreate the intent, tone, emotion, and style, so that it truly resonates with a different audience.
Therefore, a transcreator’s job goes beyond simply translating or localizing content—it demands a deep understanding of both the source and target cultures.
So, what’s the difference between translation, localization, and transcreation?
Here’s a quick way to think about it:
Translation answers the question:
What’s the best way to express this in another language?
Its primary goal is linguistic accuracy and fidelity to the source text.
Localization goes one step further:
Will this message resonate with my target audience?
Does this tone feel natural for customers?
Are we using the right examples, platforms, and idioms?
Is this CTA something a Brazilian customer would click?
Localization aims for cultural relevance, user experience, and making content feel native to the target market.
Transcreation goes even deeper:
How can we reimagine this message to connect emotionally and culturally with the target audience?
What creative changes will preserve the brand’s voice and impact, even if the words change completely?
Transcreation allows for more creative freedom. It aims for emotional resonance, persuasion, and creativity, often rewriting slogans, headlines, or campaigns to engage the audience.
Translation, Localization, or Transcreation: When to use which?
Deciding whether to translate, localize, or transcreate your content depends on its nature and your objectives:
Translation | Localization | Transcreation | |
|---|---|---|---|
Objective | Ensure linguistic accuracy | Ensure cultural relevance and user connection | Create emotional impact and preserve brand voice |
Focus | Language fidelity and meaning | Language, tone, context, user experience, culture | Creativity, persuasion, cultural nuance, tone adaptation |
Best for | Internal documents - Legal texts - Scientific papers - Technical manuals | Marketing materials - Websites - Apps - Product descriptions | Advertising slogans - Campaigns - Social media posts - Brand messaging |
Cultural adaptation needed? | No | Yes | Yes |
Tone of voice adjustment? | No – follows source tone | Yes – adapted to local communication style | Yes – creatively rewritten to engage and persuade |
Tip: For marketing purposes, stick to this rule:
👉 Translation gives you the words.
👉 Localization gives you the connection.
👉 Transcreation gives you the emotion and persuasion.
Want to enter the Brazilian market the right way?
Whenever you’re in doubt—translation, localization, or transcreation—remember that translation gives you the words. Localization creates the connection. Transcreation adds the emotional and persuasive touch that turns interest into loyalty and sales.
Having this in mind, there’s no other way: only by adapting your brand’s message to the culture, preferences, and behaviors of Brazilian consumers can you truly succeed in Brazil. Simply put, embrace localization and transcreation.
Got questions or a project that needs expert help? Don’t hesitate and reach out now! You can drop me a message or email me at: info@fluentcom.nl.
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I am Renata, a marketing and communication expert living in the Netherlands. I hold a degree in journalism and have been working with content, marketing, and communication for over 15 years.