We revisit (higher-order) translation operators on rough paths, in both the geometric and branched setting. As in Hairer's work on the renormalization of singular SPDEs we propose a purely algebraic view on the matter. Recent advances in the theory of regularity structures, especially the Hopf algebraic interplay of positive and negative renormalization of Bruned-Hairer-Zambotti (2016), are seen to have precise counterparts in the rough path context, even with a similar formalism (short of polynomial decorations and colourings). Renormalization is then seen to correspond precisely to (higher-order) rough path translation.