#484: How to Share Your Brand Story With Those Who Don’t Look Like You
Oct 7, 2024
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Hugo O’Doherty, the Director of Partnerships at movingtocanada.com, shares insights from nearly a decade in the immigration industry. He discusses the power of storytelling, emphasizing the ABT (And, But, Therefore) framework to foster trust with diverse audiences, especially newcomers. Hugo recounts his own migration journey from Ireland to Canada and reveals how empathetic communication can bridge cultural gaps. He highlights the importance of community and tailored resources in supporting immigrants as they navigate their new lives.
Effective storytelling using the 'And But Therefore' framework cultivates trust and empathy among immigrants navigating their journey.
The platform’s focus on providing free resources and personalized support helps bridge the gap between immigrants and essential services.
Deep dives
Embracing Immigration: A Unique Business Model
A distinctive business model has emerged that leverages immigration as a central theme, particularly in Canada. This model revolves around providing free resources to those looking to immigrate, making the immigration process as seamless as possible. By assisting hundreds of thousands of immigrants, this platform alleviates the overwhelming complexities often associated with relocating to a new country. The focus is purely on offering valuable information without the ulterior motive of direct sales, which sets this approach apart from traditional immigration services.
Building Trust Through Storytelling
Trust is a fundamental component in the immigrant experience, and effective storytelling is used to cultivate this trust. Through the 'And But Therefore' narrative framework, the platform frames the immigration journey in a way that resonates with prospective immigrants, addressing their hopes while acknowledging the hurdles they may face. This method not only showcases empathy but also empowers users to proceed confidently towards their immigration goals. By creating relatable narratives, the platform positions itself as a trusted source within the immigrant community.
Connecting Brands with Immigrants
In addition to helping immigrants transition smoothly into Canada, the platform offers brands access to a growing audience of newcomers. By vetting various services and presenting them in a non-intrusive manner, the platform acts as a bridge between new immigrants and essential services they may not be familiar with. This model not only facilitates immigrants in establishing relationships but also allows brands to connect with a demographic that is often in need of support. As the immigrant population in Canada is projected to increase, this approach presents significant benefits for both sides.
The Evolution of Services and Future Goals
The ongoing evolution of the platform reflects a commitment to enhancing user experiences and addressing the needs of its audience. By personalizing interactions based on unique user profiles, the platform aims to offer targeted advice and support that aligns with individual circumstances. This shift towards a more tailored service model signifies a strategic move to not just inform, but genuinely assist immigrants in achieving their aspirations. Looking ahead, the goal is to further deepen connections within the immigrant community while continuing to build a trusted resource for newcomers.
Hugo O’Doherty, Director of Partnerships of Moving2 Canada, shares how to communicate your brand — its story, its value, its goods or services — to people who don't look like you or don't have the same cultural reference points as you. Namely, newcomers or immigrants.
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