Separate facts from expression
Specifications, pricing conditions, certifications and applicability need accurate retention. Headlines, slogans and emotional language may need adaptation. Identify fixed facts and areas where creative variation is permitted.
Describe the audience and channel
The same brand message may need different length and tone on a website, banner, email or short video. Audience, desired action, prohibited wording and style references are more useful than a vague request to make the copy sound premium.
Evaluate alternatives with a rationale
Alternatives can include a back rendering and rationale so teams unfamiliar with the target language can assess them. Feedback should identify departures from the brand or facts rather than combine fragments of different options into inconsistent copy.
A checklist for your brief
- Audience and publication channel
- Fixed facts and restrictions
- Brand guidance and approval process
A common question
Does transcreation mean ignoring the source?
No. Expression can change while the objective, facts and brand boundaries remain intact. Material additions need separate approval.
This guide supports project preparation and communication; it does not replace legal, financial or specialist technical advice. Service scope, recipient requirements and delivery arrangements must be agreed for the specific project.
