Podcast

Hugo O'Doherty

#484: How to Share Your Brand Story With Those Who Don’t Look Like You

When I started working with Moving2Canada on their brand storytelling earlier this year, I realized that their business model can be clearly defined using the ABT (And, But, Therefore) narrative framework.

It goes something like:

As an immigrant, you are eager to start a new life in Canada and if you are confident in the information you need to emigrate, then your move will be fast and easy.

But you’re overwhelmed because the amount of hoops you have to jump through and the waterfall of paperwork you must navigate throughout makes you feel like a stranger in a strange land long before you’ve left your current country.

Therefore, to expedite your immigration and peace of mind, your first move is to Moving2Canada.com where you’ll join hundreds of thousands of immigrants who have relied on this invaluable resource to quickly create a new, prosperous life in Canada.

In fact, I created this GIF that demonstrates their ABT business model.

It’s based on the very simple conversational ABT that underscores the singular Moving2Canada’s problem/solution narrative for immigrants. It goes:

You’re excited about starting a new life in Canada.

But immigration is complicated.

Therefore, make it faster and easier with Moving2Canada.

As you’ll hear Hugo O’Doherty, Director of Partnerships of Moving2 Canada, say a lot, their #1 job is to build trust in the immigrant community by providing timely, accurate and FREE resources to help them make their move as quick and easy as possible.

Hugo brings nearly a decade of industry experience to the Moving2Canada team.

Originally from Ireland, Hugo first moved to Montreal in 2011, eventually becoming a citizen of Canada in 2022.

After a great period helping Moving2Canada find its feet after launch, Hugo went on to work for one of Canada’s largest immigration law firms for more than three years. He came home to Moving2Canada in early 2018.

Hugo has observed Canada’s ever-changing immigration system from both sides, as an applicant and professionally. As a result, he understands the needs and goals of newcomers and representatives alike.

Hugo has also worked in the United States and Ghana. In his free time, he can be heard conjugating French verbs all wrong or explaining the offside rule to confused Canadians.