23 questions to help you make a good transcreator brief
This article will give customers and transcreators lots of inspiration, to help you write a good transcreator brief.
Are you trying to make a transcreator brief? Are you a transcreator who needs a better brief? Here are 23 questions to inspire you when you produce your transcreator brief. To help you get profitable results.
This article is an appendix to Lucy’s article How to get the best out of your transcreator. Mapping out the perfect brief. I recommend reading that article for an overview, then using this article to get into the nitty-gritty.
Transcreator brief questions related to your brand
Transcreators need to understand your brand to help them come up with suitable ideas. This is about how your customers are going to perceive your product or service in the new culture. It’s essential to get this right to make sales.
1. Do you have a brand guide?
2. If not, can you direct the transcreator to any information about your brand available online?
3. What is your company mission?
4. What three adjectives describe your brand?
5. What is your brand tone of voice? (How do you speak to your customers? Do you teach them? Are you their friend? Do you make them laugh? Are you formal in your dealings with them? Do you need to generate authority?).Want to know what goes in a transcreator brief? #transcreation Click To Tweet
Transcreator brief questions related to the background to the project
6. Is this a new project or does it form part of an existing one?
7. Are there any reference documents available related to the project? This includes images.
8. Are there any documents available related to relevant old projects?
9. Do you have any previous transcreations or translations that can be used as reference?
Transcreator brief questions related to project objectives
10. What is the source text or texts?
11. What is the purpose of the transcreation? (Sell, raise brand awareness, increase web traffic, or something else).
12. In which countries are you going to use the transcreation?
13. In which media are you going to use the transcreation?
14. What is the product or service?
15. If the product is new to market, what information can you give the translator about it?
16. Who is the product or service for? (customer demographics: age, gender, spending power, marital status, with or without children, interests, education, job). See a transcreation example that illustrates why this is important.
17. What are the demographics of the target for the transcreation? Are they the same?
18. Why will customers buy the product or service?
19. What is the USP of the product or service in the current and new markets?
20. Do you need guidance as to whether images and non-verbal content are suitable for the new market?
Transcreator brief questions related to the small print
21. What is the deadline?
22. What is your budget?
23. Is the project urgent to the extent that you’re prepared to pay a 25% surcharge for “priority boarding” to get it done?
You don’t want transcreators to have to guess at your objectives. Lay it out for them, so they can make your objectives their objectives. You’re far more likely to get good results this way.
Giving lots of information in your transcreator brief reduces the hours needed to complete the project. This is a win-win situation. The transcreator’s life is easier, which means the costs are lower for you.
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