Delivering the Perfect Transcreation Brief

Whilst there’s no such thing as perfect, when it comes to transcreating global marketing content it pays to aim high. After all, a poor transcreation can have grave consequences. If your transcreation agency misdelivers on your brief, your campaign may not resonate with local audiences and you could risk damaging your brand’s reputation. So, how can you stop transcreation problems from happening in the first place? Well, it all comes down to writing the perfect brief.

Picture the scene: you’re juggling a hundred tasks at once with an ever-growing to-do list and you need to write a transcreation brief ASAP. To save time, you supply your transcreation agency with the bare minimum, assuming that information about your brand that’s obvious to you will be just as obvious to them. Making such assumptions, however, is a dangerous line to tread and is not the way to produce a successful brief.

As a client, you have the ultimate power; you know your brand inside out. It’s up to you to fully communicate your brand’s needs when briefing your transcreation agency. Don’t let your experience and familiarity with your brand allow you to overlook certain crucial aspects that your transcreator needs to know.

As with all briefs, the more information you can provide your transcreation agency, the better. However, don’t just overload a document with information, make sure that everyone can fully understand your brief by keeping it neatly organised. It’s good to start with general information, moving towards more specific information as your brief progresses.

Follow our step-by-step guide and you’ll create an information-packed yet easily digestible brief:

Step 1. Background

Begin with describing the background. Define your brand: who are you, and what do you stand for? Then start to bring in the specifics. For example: is this a new product or campaign launch? What’s the rationale behind this campaign? Background information sets the scene, providing much needed context for everyone involved in the transcreation process.

Step 2. Objective

Next, clarify your objectives. You should let your transcreation agency know what you want to achieve with your campaign. Make your goals known, whether it’s increasing brand awareness or targeting new customers. You might think that this information isn’t relevant to a writer but the more detail you can provide, the better.

Step 3. Specifications

A section of your brief will be solely focused on the specifics, this will include important elements like:

– target audience
– media channel
– subject matter expertise
– format
– volume of copy
– source and target languages

If you’re not crystal clear on your target audience, the copy and the creative provided by your transcreation agency might not be suited for your customer group. To avoid this, define your target audience by including basic yet detailed information, such as:

– age
– gender
– social position
– location (i.e. country)

Also, make sure to include information on tone of voice, so that the transcreation agency knows how you like to talk to your customers. From this, your global audience’s response and attitude towards the copy and creative can be predicted and assessed.

Step 4. Budget, Timelines and Reference Material

Be clear on budgets and timelines: what deadlines have you set? How much are you spending?

Last, but not least, supply any additional reference materials that might aid the transcreation process.

If you found this quick blog on transcreation useful, check out another of our handy articles, designed to help you deliver global creative to local markets. 

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Freedman International
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