This story begins when i was going to turn 18 and my body betrayed me, making me gain 20 kg in three months. The mirror judged me so badly everyday for that, made me feel ugly, uncomfortable in that exterior shelf i did not feel like mines. I waited all my life to turn 18, the freedom promised and the beginning of the adult era, my appearence was everything for me at the time, i was feeling i had nothing else to share with the world than that. I was struggling so badly to find something to wear in that period, something to help me fitting better in that body i was not able to accept yet. It was never about the clothes, it was about the way i view myself and my value. Because is when you feel you have nothing more to give that you become obsessed with the exterior factors such as fashion, trends, makeup..
At the time i did not know, but i had to work on my self esteem firstly in order to accept myself, to not feel rubbish. And that happened when i fell in love with "skims". Seeing different body shapes than the standards, and feeling acctually pretty in the flattery clothes was the first step for me to start going out again, regaining my social life and live as an 18 yo should do. Feeling confident in my body again, was the first step to help me not feeling so badly anymore, and gave me the strenght to start discovering my inner value. Because my body changed, but my mind too.
Reliance Industries Limited is a major conglomerate based in India, involved in a wide range of sectors such as petrochemicals, refining, oil, telecommunications, and retail. Some of its key subsidiaries include Reliance Jio (telecommunications), Reliance Retail, and Reliance Digital. Founded by Dhirubhai Ambani, Reliance has grown into one of India's largest and most diversified companies.
Target Audience:
Reliance Jio: Primarily targets a wide demographic in India, offering affordable mobile data and internet services, with a strong focus on urban and rural consumers.
Reliance Retail: Caters to both budget-conscious and premium customers across various segments, including fashion, electronics, groceries, and lifestyle products.
Reliance Industries’ Other Segments: Targets large businesses, governments, and industries, especially in petrochemicals, refining, and energy.
Challenges Being Faced:
Competition: Reliance faces stiff competition, particularly from other telecom giants (like Airtel and Vodafone) and global e-commerce platforms (like Amazon and Walmart).
Regulatory Hurdles: Navigating India's complex regulatory and policy environment, especially in the telecom and retail sectors.
Market Saturation: In telecom, Reliance Jio is expanding in an already competitive and saturated market.
Technological Innovation: Reliance is investing in technology to stay ahead in both telecom and retail sectors but faces the challenge of constant innovation.
Reliance is helping consumers by offering accessible, affordable services and products, contributing significantly to India's digital and retail revolution.
Athetes, Influencers in the fitness arena, Fitness enthusiast
What challange are they helping audiences overcome?
Becoming more confident in how you show up. The brand gym shark has a logo that represents one of the fiercest animals in the ocean. Wearing their brand, usually signifies that you believe you are fierce, you dominate, you can crush whatever goals you have.
How are they doing it?
If you look good, your effort is likely to be reflective. Fitness is about overall health and appearance. You do the work, they provide the appearance of feeling your best in what you physically have on.
Since my career experiences are mainly in the RTD beverage industry I chose Liquid Death as my company. The character in their storytelling is often consumers, usually younger, who are seeking hydration. The conflict is which beverage to choose. Liquid Death has positioned themself as a healthier beverage, that reduces plastic waste, and entertains their consumer. They are promoting themself as not only healthy and socially conscience, but also the cool choice.
I chose Good Good Golf, a golf lifestyle and media brand that creates engaging content on YouTube and social media, displaying a mix of casual and competitive golf challenges, product collaborations, and a strong emphasis on camaraderie and fun. Their audience is golf enthusiasts from casual weekend golfers to serious players who enjoy the sport. They have mostly a younger audience that values entertainment, stylish apparel, and the social aspects of the game. The company's challenge is that golf has traditionally been seen as an exclusive, serious, and often intimidating sport. Good Good Golf helps break down these barriers by making the game more approachable and entertaining.
Luxvisage Is a Belarusian cosmetics brand. The buyer persona is a young woman (20-45 yo) who’d like to look well-groomed and beautiful. The brand starts its business in Belarus, where there aren’t many wealthy people, who can afford expensive goods and cosmetics, but they still have a desire to look that way. That’s why Luxvisage cosmetics is quite affordable, at the same time not lacking in quality. The women in Belarus loved the brand very much, it gained its popularity, so now it’s widespread in the CIS countries. And even now it can be praised for accessibility.
Brand: The Smooth Company, best known for their products The Smooth Stick and Mane Master hairbrush
Audience: the business targets anyone who wishes to have smooth slicked-back hair styles or simply just to tame their baby hairs and flyaways
Challenge/ How are they doing it: The brand helps its audience to achieve the perfect smooth slick-back hairstyle with no stray hairs in their face or out of place, using vegan, cruelty-free products, without leaving your hair hard or greasy. The brand's most popular product the Smooth Stick, contains ingredients such as Biotin, Vitamin E, and aloe vera, which help to nourish the hair whilst also keeping it in place the whole day.
Choose one of your favorite brands, and tell their business's story by answering the below questions.
Who is the brand?
•Cyredesigns
Who is their audience?
•Women who crave exclusivity and individuality
What challenge are they helping their audience to overcome? How are they doing it
• Cyrede is helping its audience overcome the challenge of mass-market fashion, where many women feel their style is diluted and lacks individuality. In a world where trends are often recycled and widely available, Cyrede offers exclusivity and uniqueness through its specially designed fabrics. By creating limited-edition collections and custom, one-of-a-kind designs, the brand allows women to stand out and express their personal style without the fear of seeing someone else wearing the same thing.
Choose one of your favorite brands, and tell their business's story by answering the below questions.
Who is the brand?
The brand is Apple a company that sells digital innovation
Who is their audience?
The audience is anyone who is looking for innovation and convenience in the digital ecosystem
What challenge are they helping their audience to overcome? How are they doing it?
Given the number of difgital devices that people use on a daily basis, infomration is scatterred all over the place between the phone, the laptop, the tablet etc. What Apple has done is that they've enhanced their ecosystem such that it is seamless to interact with the various digital devices and still be able to continue doing what youre doing.
Who is the brand? A local independent bookstore that fosters a sense of community and personalized service.
Who is their audience? Their audience includes book lovers, lifelong learners, families, and local community members seeking a more personal shopping experience.
What challenge are they helping their audience to overcome? How are they doing it? The bookstore helps its audience overcome the challenge of impersonal, large-scale retail experiences by providing personalized recommendations, community events, and a curated selection of books that reflect local interests and values.
Storytelling Framework:
Characters: Local readers seeking a connection to their community and a personalized shopping experience. Conflict: The rise of impersonal, online retail giants and the challenge of maintaining human connection in the shopping experience. Resolution: The bookstore creates an inviting environment with personalized recommendations, hosting book clubs, and offering author events, fostering a strong sense of community and loyalty.
They target avid readers who want to explore and read books outside their physical and geographical location. They target readers who want to read more diversely, and want to discover stories by authors of different colors languages ethnicities, and cultures.
What challenges are they helping to overcome?
They are helping to discover the perfect story fo you. One that fits your vibe, your taste, and your preference.
Often when you hear of diverse stories you might think, you cannot enjoy them because they are not within the cultural norms and setting you are used to. But Urbanbookmarker helps avid readers who have a goal to read more diversely but are not sure where to begin or even how to keep your reading goal alive.
And they are doing this by,
Reviewing books globally, Recommending custom genres available globally to fit your taste, and by spotlighting authors to check out.
The brand is Tesla, a company that produces electric cars, its CEO Elon Musk is one of the pioneers to expand towards Electrical energy vehicles.
Who is their audience?
Are the people who are environmental changed conscious, people that want a reliable vehicle while saving the planet at the same time.
What challenges are they helping their audience to overcome? How are they doing it?
People who want to help the planet by providing less pollution in the world. By Tesla producing electrical-only automobiles, it gives the consumer the chance to support while saving in fuel for the car.
Onitsuka Tiger is a Japanese fashion brand started 1949.
- Who is their audience?
Their audience is youth become healthier and more active through sports. That sense of purpose gave Onitsuka Tiger and later ASICS a mission that consumers could connect with.
- What challenge are they helping their audience to overcome?
1. They help audiences overcome challenges which are difficult between choosing fashion or comfort. Onitsuka Tiger emphasizes comfort without compromising aesthetics. 2. One more Challenge is Finding Unique and Stylish Footwear. Onitsuka Tiger appeals to those seeking distinct, retro-inspired designs that stand out from mainstream fashion.
Young adults, middle-class,professionals and individuals looking for a wide range of products.
What challenges are they helping their audience overcome? And how do they do it?
They help their audience with the challenges of limited access to quality products, by providing a convenient online shopping experience and providing a wide range of quality products, with flexible payment options.
The thrift store is a welcoming and sustainable space that gives a new purpose to clothes and accessories, connecting people who value unique style and conscious consumption. It’s more than a business—it’s an opportunity to reinvent stories through fashion.
2. Who is the audience?
People who appreciate affordable and sustainable fashion, such as young individuals looking for exclusive pieces, families wanting to save money, or eco-conscious consumers aiming to reduce their environmental impact.
3. What challenge is the thrift store helping the audience overcome? How is it doing so?
• Challenge: Many people accumulate clothes they no longer wear, don’t know how to give them a new purpose, or struggle to find quality fashion at affordable prices.
• How it resolves this:
The thrift store acts as a bridge:
• For those who want to sell, it offers a simple and fair consignment system where clothes find new owners while the consignor earns a share of the profit.
• For those who want to buy, it provides unique, carefully selected pieces at affordable prices, inspiring creativity in personal style.
• It also promotes sustainability, helping reduce the environmental impact of fast fashion.
The Storytelling in Action: My mother’s thrift store tells a story of transformation and reinvention, showing that clothes don’t have to be discarded and can instead become part of a conscious, affordable, and sustainable cycle. More than just a shop, it’s a place where style meets purpose.
Who is the brand? BuyNothing App, a platform for gifting and sharing within your local community.
Who is their audience? Eco-conscious individuals and communities who value sustainability, sharing, and reducing waste.
What challenge are they helping their audience to overcome? The challenge of overconsumption and waste.
How are they doing it? By creating a digital space for neighbors to give, receive, and share items and services for free, fostering sustainability and community connections.
In Sweden, where space is often limited and sustainability is a shared value, IKEA steps in as a trusted partner in creating homes that reflect comfort, functionality, and personal style. For young professionals and families balancing tight budgets and urban living constraints, the challenge of designing a beautiful, organized home can feel overwhelming.
IKEA understands this struggle and has built its story around solving it. With innovative, flat-pack furniture that’s affordable, easy to transport, and simple to assemble, IKEA enables people to craft the spaces they dream of. From multifunctional furniture designed for small apartments to eco-friendly products that align with Sweden’s commitment to sustainability, IKEA ensures their audience has the tools to overcome the barriers of limited resources and space.
But IKEA doesn’t stop there. They inspire creativity through their in-store displays, online design tools, and catalogues, showing how even the smallest corner can be transformed into something extraordinary. By prioritizing affordability, functionality, and sustainability, IKEA empowers its audience to turn every house into a home regardless of size or budget.
This is IKEA’s story: a brand that doesn’t just sell furniture, but provides solutions that help Swedes and people around the world live better lives in beautifully designed spaces.
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