3 Rules To Remember When Translating Marketing Materials (Plus Checklist)

Many businesses need to decide whether they should or shouldn’t translate their content when entering new markets. According to studies and our extensive experience, it is a must.

If your business does decide to take this crucial step of translating content, here are three rules that should guide you when translating marketing materials.

Should You Be Translating Marketing Materials?

Before jumping into the three rules, if you are wondering whether it is necessary to translate your marketing materials, here are some facts:

English is the universal business language, right? But studies show that 50% of non-native speaking English countries “rarely to never” do shopping if a website is only in English.

In B2B companies, 80% of respondents say they are more likely to purchase if the website is in their language.

So, if translating website copy is so important, then surely it is important for all marketing materials?

With those facts in mind, here are three important rules to remember when translating marketing materials.

Rule 1: Translating Marketing Materials – Quality Matters

You cannot expect good translations if the source content is not of excellent quality. Always ensure your marketing materials are of the highest quality and that the most updated version is provided to the translator.

Remember, marketing materials can be particularly difficult to translate because you aren’t just looking for accurate translations but translations that resonate with the target audience.

Keep documents and sentences as simple as possible and ensure the source text is clear and error-free. This will give you the best chance of success.

Also, be mindful that one word in a language could be multiple words or a phrase in another. For example, “email” is translated as “electronic mail” in Arabic (البريد الإلكتروني). This may have space implications for your marketing materials.

Rule 2: Translating Marketing Materials – Localization

Marketing materials should not just be translated but localized as well. Localization differs from translation as it goes beyond word-for-word translation and includes a target audience’s culture and context. So, the intent behind the marketing material is the focal point rather than just being a verbatim translation.

One step beyond localization is transcreation, where the marketing materials are completely reimagined. The source text is used by a copywriter as inspiration but then entirely rewritten and adapted for the target language.

Transcreation uses multiple experts and resources, which makes it costly. In most cases, localization is sufficient and should be used as a rule when translating marketing materials.

Localization will ensure that your marketing materials are relevant, clear, and give your business the maximum chance of success in a new market.

Tempted Not to Localize When Translating Marketing Materials?

There are plenty of examples of businesses that didn’t localize when entering a new market and it cost them.

One example of a localization failure is when the telecommunications company, Orange, created a campaign in 1994. Their campaign slogan was: “The future’s bright…the future’s Orange”. This campaign was run without the help of localization experts and unfortunately, it tanked in Northern Ireland.

In this region, the Protestant Fraternal Organization was called the Orange Order and the color orange was strongly associated with them. Therefore, the campaign inadvertently implied that the Protestant loyalists are the future of Northern Ireland and that it is a good thing; an implication that was not well-received by the Irish Catholic population.

It was obviously not Orange’s intention to divide a territory with their campaign. But it does demonstrate the importance of localization of marketing campaigns and materials (even when the target and source languages are the same).

Rule 3: Translating Marketing Materials – Native Speakers

A third rule you should consider when translating marketing materials is to have a native speaker on board. Just because someone can accurately translate into French from English doesn’t for example mean that the local audience will understand the material.

Just consider that French is spoken in France, Canada, and large parts of Africa. Yet, the cultures, currencies, and dialects would be vastly different in these regions.

It is essential to have a native of the target culture translating, reviewing, or at the very least, guiding the process. Also, the native speaking translator can check that there is nothing offensive, confusing, or incorrect with marketing materials once the translation is complete.

To demonstrate the importance of having a native speaker part of the translation process – the Honda Jazz. Originally the name was going to be the Honda Fitta. Fortunately, a native speaker was part of the localization process and flagged that “fitta” is a slang term for vagina in Sweden. Fortunately, this mistake was caught. What makes it even more fortunate that a native speaker was involved is that the slogan at the time was “small on the outside, but large on the inside”.

Taia Translations and Translating Marketing Materials

Businesses’ first reactions are often to feel overwhelmed when they find out that there are so many facets to translation and localization of marketing materials. Although the translation process may be complex, it doesn’t have to be for your business.

Taia’s platform gives you access to translators that are native to the regions you are targeting and are experts in your specific industry. You can decide whether you want basic translation, or localization with detailed proofreading and revision.

With all this support on one platform, your business never needs to fear translating marketing materials ever again.

Taia is based in Europe but has native specialists based across the world. We specialize in translation and localization across all industries, continents, and in 189 languages.

Start translating your marketing materials immediately, or contact our team to discuss your localization strategy.

---

Frequently Asked Questions About Translating Marketing Materials

What’s the difference between translation, localization, and transcreation for marketing content?

Understanding these three approaches is critical because using the wrong one wastes money or damages your brand. Here’s exactly when to use each — with real-world examples and cost/ROI comparisons.

The Three Approaches (Defined):

1. Translation (Word-for-Word Conversion)

What it is:

• Converting text from source language to target language
• Preserving meaning and information as accurately as possible
• Focuses on literal accuracy, not creative adaptation
• Maintains original structure, tone, and word choice as much as possible

Best for:

• Technical documentation (user manuals, specs, help docs)
• Legal documents (contracts, terms of service, privacy policies)
• Product specifications and factual descriptions
• Internal communications and reports

Cost: $0.08-0.15/word (standard translation rates)

Quality expectation: 95-98% accuracy, grammatically correct, preserves information

Example:

• Source (EN): “This product includes a 2-year warranty covering manufacturing defects.”
• Translation (FR): “Ce produit comprend une garantie de 2 ans couvrant les défauts de fabrication.”
• Result: Accurate, clear, factual — perfect for specs

When it fails:

• Marketing slogans: “Just Do It” → “Faites-le simplement” (Simply do it) — loses punch
• Cultural references: “Home run” → Direct translation confusing in non-baseball countries
• Idioms: “Break a leg” → Literal translation sounds like threat, not encouragement

2. Localization (Cultural Adaptation)

What it is:

• Translation PLUS cultural, contextual, and regional adaptation
• Adjusts imagery, colors, examples, units, formats, cultural references
• Preserves intent and emotional impact, not just words
• Maintains brand voice while making content feel “native” to target market

Best for:

• Website content (homepage, product pages, about us)
• Marketing emails and newsletters
• Blog posts and educational content
• E-commerce product descriptions
• App/software user interfaces
• Customer support content

Cost: $0.10-0.18/word (translation + cultural review)

Quality expectation: 96-99% accuracy + cultural appropriateness + brand consistency

Localization includes:

• Cultural adaptation: References, holidays, examples that resonate locally
• Format changes: Date formats (MM/DD/YY vs. DD/MM/YY), measurement units (inches vs. cm), currency
• Visual adaptation: Images showing diverse people appropriate to market, colors with correct cultural meanings
• Tone adjustment: Formal vs. casual based on cultural business norms (Germans prefer formal, Americans casual)
• Legal compliance: Adding required disclaimers, conforming to local regulations

Example:

• Source (EN): “Get ready for Black Friday deals! Save big on Thanksgiving weekend.”
• Localization (FR - France): “Profitez des soldes d’hiver ! Économisez sur nos meilleures offres de fin d’année.”
• Why different: Black Friday/Thanksgiving not culturally relevant in France → adapted to winter sales/end-of-year (culturally appropriate)
• Result: French shoppers understand and relate to message

Real-world localization changes:

A. Cultural References

• US website: “As American as apple pie” → UK: “As British as a Sunday roast” → France: “Typiquement français comme une baguette”
• Why: Food metaphors must reference familiar cultural touchstones

B. Color Meanings

• Red color in promotion:
  • US/Europe: Excitement, urgency, passion
  • China: Luck, prosperity, celebration
  • South Africa: Mourning, death
• Action: Keep red for China, consider changing for South Africa

C. Imagery

• US homepage: Handshake photo (business deal) → Middle East: Same-gender handshake only (male-female physical contact culturally inappropriate)
• Action: Use different image or all-male business setting for conservative markets

D. Numbers & Superstitions

• Product SKU ending in “4”:
  • Western markets: No significance
  • Japan/China: Unlucky (sounds like “death”)
• Action: Avoid SKUs with 4 for Asian markets, use 8 (lucky number)

3. Transcreation (Creative Reimagining)

What it is:

• Marketing materials completely rewritten for target market
• Source text is inspiration, not constraint
• Copywriter recreates same emotional impact and call-to-action, but with culturally resonant messaging
• Focus on brand goals (awareness, desire, conversion), not word accuracy

Best for:

• Advertising slogans and taglines
• Brand campaigns and manifesto copy
• Video ad scripts and voiceovers
• Social media campaigns with creative hooks
• Email subject lines and headlines
• Product naming and brand messaging

Cost: $0.25-0.75/word OR $100-300/hour project-based (significantly more expensive)

Quality expectation: Same emotional impact and conversion effectiveness as original, culturally brilliant execution

Process:

1. Brief: Share original intent, target audience, brand voice, goals (not just text)
2. Research: Transcreation team studies target market, competitors, cultural nuances
3. Create: Multiple concepts developed (usually 2-5 options with rationale)
4. Review: You choose preferred direction based on cultural insight and brand alignment
5. Refine: Selected concept polished to perfection

Example:

Nike - “Just Do It”

Source (EN): “Just Do It” (3 words, imperative, rebellious, empowering)

Failed translation approaches:

• Literal translation (FR): “Faites-le simplement” = “Simply do it” (boring, loses edge)
• Basic localization (FR): “Allez-y maintenant” = “Go ahead now” (better but generic)

Transcreation (FR): “Va au bout de tes rêves” = “Go to the end of your dreams”

• Why it works: Captures aspiration, determination, empowerment in French cultural context (dreams + going all the way = motivational)
• Result: Same brand impact, completely different words

Transcreation (ES - Latin America): “Si puedes soñarlo, puedes lograrlo” = “If you can dream it, you can achieve it”

• Why: Latin American culture values family support and collective achievement vs. individual rebellion
• Result: Motivational and culturally resonant

Dollar Shave Club - “Shave Time. Shave Money.”

Source (EN): Clever wordplay on “save” → “shave” (razor brand pun)

Failed translation: Literal word-for-word loses pun entirely in German/French/Spanish (pun doesn’t translate)

Transcreation (DE): “Clever rasiert, smart gespart” = “Smartly shaved, cleverly saved”

• Why it works: Creates NEW German rhyme (rasiert/gespart) that wasn’t in original but has same playful tone
• Result: Witty, memorable, brand-appropriate

Cost-Benefit Analysis:

Approach	Cost per 1,000 words	Best Use Case	Risk if Used Wrong	Expected ROI
Translation	$80-150	Technical, legal, factual	Using for creative content = flat/boring messaging	Break-even (accurate info delivered)
Localization	$100-180	Website, marketing, e-commerce	Not adapting culture = confusing/irrelevant	2-5X (proper market fit increases conversions 50-200%)
Transcreation	$250-750+	Advertising, campaigns, slogans	Using for factual content = wastes money	5-15X (campaign success depends on creative resonance)

Decision Matrix: Which Approach for Your Content?

Use TRANSLATION when:

• ✅ Information accuracy is primary goal
• ✅ Content is factual, technical, or legal
• ✅ Creativity and cultural nuance less important
• ✅ Example content: User manuals, contracts, help docs, product specs

Use LOCALIZATION when:

• ✅ Content is customer-facing but informational
• ✅ Brand voice and cultural fit matter
• ✅ Want native feel without full creative rewrite
• ✅ Example content: Website pages, product descriptions, emails, blog posts

Use TRANSCREATION when:

• ✅ Creative impact drives ROI (ads, campaigns)
• ✅ Wordplay, emotion, persuasion are critical
• ✅ Original concept won’t translate effectively
• ✅ Budget allows for creative development
• ✅ Example content: Slogans, taglines, video ads, social campaigns

Real-World Content Mix (Typical E-Commerce Company):

Translation (30% of content budget):

• Product specifications
• Legal pages (terms, privacy, returns)
• Technical support docs
• Cost: $3,000/year

Localization (60% of content budget):

• Homepage and category pages
• Product descriptions
• Email marketing
• Blog content
• Cost: $8,000/year

Transcreation (10% of content budget):

• Main brand slogan
• Seasonal campaign taglines
• Homepage hero headlines
• Cost: $2,500/year

Total: $13,500/year across 3 languages

ROI:

• Translation: Ensures legal compliance, clear instructions → avoids support costs/legal issues
• Localization: 40-60% higher conversion rates vs. machine translation → $50k-100k additional revenue
• Transcreation: 2-3X better ad performance vs. literal translation → $25k-50k additional revenue

Common Mistakes:

Mistake 1: Using translation for creative content

• Problem: “Save up to 50%” → Literally translated loses urgency/excitement
• Fix: Localize or transcreate for emotional impact

Mistake 2: Using transcreation for everything

• Problem: Spending $500 to transcreate “Product dimensions: 10cm x 15cm”
• Fix: Reserve transcreation for creative/persuasive content only

Mistake 3: Localizing without native cultural review

• Problem: Translated metaphor makes perfect sense linguistically but is culturally offensive
• Fix: Always involve native speaker from target market for cultural QA

Bottom Line: Translation converts words accurately (technical/legal), localization adapts content culturally (website/marketing), transcreation recreates creative impact (advertising/campaigns). For most businesses: 30% translation, 60% localization, 10% transcreation delivers optimal ROI. Never use pure translation for customer-facing marketing — it produces awkward, unconvincing copy. Never use transcreation for factual content — it wastes money on creative work that doesn’t need creativity. Contact Taia to build a content mix strategy that maximizes ROI across your localization portfolio.

---

Ready to translate your marketing materials the right way? Try Taia’s localization services — where native experts adapt your content for cultural resonance, brand consistency, and maximum conversion. Get instant quote for your next campaign.