Storytelling framework in action

[kara_susvilla]

Regardless of the story you’re trying to tell and how you’re trying to tell it, storytelling has three essential elements:

• Characters
• Conflict
• Resolution

Choose one of your favorite brands, and tell their business's story by answering the below questions.

• Who is the brand?
• Who is their audience?
• What challenge are they helping their audience to overcome? How are they doing it?

*To learn more about this, check out The Power of Storytelling lesson via HubSpot Academy. 

[CMerzon]

• Who is the brand? Case It Inc
• Who is their audience? Students and Professionals 
• What challenge are they helping their audience to overcome? How are they doing it? Organizing Paper and Tech gadgets in a mobile friendly lifestyle, with smart design and innovative features 

[RHassan86]

Who is the brand?(character)

I still remember the first time I discovered FaceFact, a brand that felt refreshingly honest in a world full of overhyped skincare. 

(Their audience)

Like many people, I’d struggled with breakouts and uneven skin. I’d tried countless products that promised miracles but only left my skin feeling worse. It wasn’t just my face that suffered, it was my confidence too.

(Resolution)

Then came FaceFact, a brand that actually understood what it felt like to want clear, healthy skin without breaking the bank. Their simple formulas worked gently yet effectively, and for the first time, I saw real improvement.

What makes FaceFact special isn’t just the products, it’s their belief that everyone deserves to feel comfortable in their natural skin. They remind us that beauty isn’t about perfection; it’s about care, confidence, and consistency.

That’s why I trust FaceFact, because they’re not just selling skincare. They’re helping people like me face life with confidence.

[KMSnell19]

How about Patagonia. I love them!

• Their audience is generally outdoor adventuresrs who care about useful clothing or gear, but also sustainability and protecting the planet.
• Their audience wants high-performance outdoor gear but also doesn’t want to contribute to harming the environment.
• Patagonia’s storytelling focuses on activism and reuse along with selling outdoor clothing/gear. they also have campaigns to repair used gear versus buying new so that it's more sustainable in the long run. They also give back to communities to help recycle used clothing and repurosing them with communities in need. This shows their values. Customers can feel part of a movement rather than just someone who buys from them.

[SG231]

The Characters and the Conflict:

Rasika, is a 25 year old researcher. She is eco-conscious and loves Indian handicrafts. However, she is too busy to head out to select and curate her outfits. What would she do? Of course. Shop online! What if she is sold a cheap quality product in the name of authentic handwoven apparel? How unethical and unfair would that be? 

Lila Ben, is a 60 year old rabari artisan from Gujarat, who does exquisite mirror work and embroidery. Well, quite sadly, she is a victim of industrialization. The rapid production of machine made clothes had snatched her livelihood away. Imagine her plight! The pain she must be going through, to witness generations of artistic legacy being bitten down to dust, leaving her with the struggle to make her ends meet! 

The brand - The resolution:

Who's the brand ?

Okhai - An e commerce solution- A direct bridge from artisans to customers. Every green consumer can now buy authentic and sustainable handwoven apparel and accessories with just one click. No middle men involved. 

Who is their audience? 

Eco enthusiasts, socially responsible consumers and fashion enthusiasts, who have an eye for aesthetics and are willing to extend their support to the noble cause of women empowerment! 

What challenge are they helping their audience overcome?

Finding authentic and amazing handwoven apparel and handicrafted accessories online is truly cumbersome and frustrating. Okhai, is the one-stop solution to the hassle.

How are they doing it?

Okhai fosters a collaborative environment for both artisans and designers, enabling them to work together to design and craft high quality garments that last long. Each product tells a unique story, rooted in traditions and artistic legacy, contributing to the livelihood of many.

[AMolini]

You are right to ask these questions because before you launch your brand, you must make some inquiries. For example, you ask them about their daily need for something, and thus you exploit that deficiency and turn it to your advantage.

[AMolini]

🌟Ti7 story
In a rapidly changing world, where brands are similar and differences are disappearing, Ti7 was born to break the mold.
Ti7 is not just a brand — it is an idea, a lifestyle, and the voice of a generation that believes that uniqueness is true strength.

👤 About us
We are Ti7, a brand that combines boldness and elegance, simplicity and free self-expression.
We create designs that express your personality, your way of thinking, and your ambition to be different in every detail.

🎯 Our audience
Ti7 exists for those who are not afraid to be themselves.
For young people who see every day as a new opportunity to shine, to renew, and to break old boundaries.
They are people who don't follow fashion — they create it.

⚡ Challenge
In a world crowded with choices, many find it difficult to express their own identity.
Ti7 came to help them overcome this challenge, through products that bear every person’s story:

Unique designs that express you.

High quality that keeps up with your daily movement.

A message that inspires you to confidently say: "I am different, I am Ti7."

[MTorres65]

agree!

[anupamarrao]

• Who is the brand?
  • Hairpin Media is a sports media agency that combines design, creativity, and strategy to create a cohesive ecosystem that increases visibility and fosters a brand that connects with a dedicated community.
• Who is their audience?
  • Athletes and other sports properties; startup founders, consultants, and VCs; as well as creators/creatives and thinkers who raise the bar of possibility.
• What challenge are they helping their audience to overcome? How are they doing it?
  • Challenges that most of this target audience faces include establishing a strong brand identity, negotiating contracts, and creating visually appealing content, all while juggling high-priority commitments such as physical training for their next sports event or fundraising for their business. Hairpin Media helps you overcome these challenges by taking care of time-consuming tasks like designing visual materials, representing you in deal negotiations, and managing your athletic career. By doing so, Hairpin Media allows you to focus on what’s most important: being the best at what you do.

[faiyadul]

Who is the brand?

Mojo isn’t just a soft drink—it’s that instant sigh of relief you feel when you take your first cold sip on a blazing summer day. It’s all about energy, refreshment, and that little spark that helps you push through the heat. Mojo stands for staying cool when life turns up the pressure.

Who is their audience?

Mojo is for everyone. From students hanging out after class to people working hard under the sun—anyone who needs a quick, refreshing break. It’s for those moments when you’re tired, sweaty, and just need something that wakes you up and keeps you going.

What challenge are they helping their audience to overcome? How are they doing it?

We all know how exhausting the summer heat can be. Mojo helps fight that feeling—it cools you down, hydrates you, and gives you back your energy when the sun feels like it’s too much. But there’s more to it than just staying refreshed.

Every time someone buys a bottle of Mojo, 1 Taka is donated to help the people of palestine. So, with every sip, you’re not just cooling yourself—you’re helping someone who really needs it. It’s a small act that makes a big difference.

Mojo isn’t just a drink. It’s a reminder that even in the heat of summer, kindness and care can keep flowing. Every bottle carries a bit of hope—with a splash of cool, fizzy energy to keep you moving.

[DarkDynast]

Rapido: The Urban Commuter's Hero

Who is the Brand?

Rapido is India's largest bike-taxi and auto-rickshaw aggregation platform, positioning itself as the Everyman's Commuter Hero—a practical, efficient solution for urban transportation.

Who is their audience?

Their primary audience includes daily commuters (students, office workers) who need fast, affordable travel, especially for short to medium distances and last-mile connectivity between major transit and residential areas. 1 They appeal strongly to the economically conscious consumer.

What is the conflict?

Rapido helps its audience overcome the persistent urban conflict of Time vs. Money vs. Traffic. Commuters struggle to find reliable, affordable transport that isn't trapped in endless city congestion, costing them valuable time.2

The Resolution (How they do it):

Rapido resolves this conflict using the two-wheeler advantage. Their bike-taxis easily navigate congested streets, offering a commute that is often 50-70% cheaper and significantly faster than car-taxis or buses.3 This model transforms a stressful, time-consuming journey into a quick, predictable, and highly affordable daily routine, making public transport accessible and restoring valuable time to their users.

[clovie22]

Victoria's Secret, is a brand that tells a story of evolution. Globally known for lingerie beauty and lifestyle products. Featuring varieties of everyday high fashion & beauty, their story ensures everyone feels their best self all while being supported within their loyalty rewards program. This brand promotes self expression, and confidence offering products and promotions that uplift womanhood. Including the PINK line helps embrace a diverse market of all ages to ensure unity and authenticity.

[RAbdelnasser]

Characters:

Nike’s story begins with two characters — Phil Knight, a young athlete, and Bill Bowerman, his track coach. They shared a dream: to help athletes perform better by creating lighter, more comfortable shoes. Over time, “the athlete” became the main character in Nike’s broader story — representing anyone striving to push their limits, not just professionals.

Conflict:

The conflict in Nike’s story was competition and limitation. In the 1960s, athletes faced poor-quality, heavy footwear that restricted performance. On a deeper level, Nike’s story taps into a universal human conflict — the struggle against self-doubt and limitation.

Resolution:

Nike’s resolution came through innovation and inspiration. They developed revolutionary shoe designs and told empowering stories that encouraged people to “Just Do It.” That phrase became more than a slogan — it became a mindset. Nike positioned itself as the brand that helps you overcome obstacles and achieve greatness.

[CainHopkins7]

rayband, raybannd's audience is everyone of any age young or old. rayband helps them with their eye sight or to block sun in their eyes.

[MarynaBond]

Who is the brand?
Adidas is one of the most famous sport's company. This company has a strong personal brand that promotes a love of sports, movement, and productivity in life.

Who is their audience?
The company's audience is quite extensive. They managed to capture both professional athletes and, for example, they act as sponsors at football matches. And also just sports enthusiasts who do it for themselves.

What challenge are they helping their audience to overcome? How are they doing it?
Adidas helps people break through their own limits – physical, mental, and social. They inspire everyone to move, to try, to get up again after falling. Through innovation, like sustainable materials and cutting-edge shoe technology, they make sport more inclusive and planet-friendly. Through bold campaigns such as “Impossible is Nothing,” they remind people that greatness isn’t reserved for the few; it’s born in anyone who dares to keep going.

Adidas doesn’t just sell sneakers. They tell a story of resilience, movement, and hope – a story where every step counts.

[TZainab]

• One of my favorite brand is an Energy company that supplies bulk petroleum products and offers other energy - related services 
• Their audience are business owners, real estate companies, construction company, production companies that uses bulk fuel in production or even day to day running.
• The challenge they're helping their audience overcome are buying of low quality or mixed fuel, late or inconsistent deliveries, hiked fuel prices.
• They are doing all these by offering fuel at reasonable, competitive prices, ensuring timely and consistent deliveries with their shipping and Logistics services, and delivering clean, quality, verified fuel with trust and integrity.
•  

[Peacieeyy]

Storytelling framework in action

• Who is the brand?

Aitheria

• Who is their audience?

Aromatherapy and organic skincare enthusiasts

• What challenge are they helping their audience to overcome? How are they doing it?

The brand produces organic skincare products for those sensitive to synthethic fragrances using authentic and locally sourced herbs. Also due to issues that may arise from concerns over product quality, purity or false claims and also wasting money on greenwaashed brands that are not authentic, the brand invested in sustainable and transparent labeling to ensure consumer trust.

[LuciaZhang]

• Who is the brand?
  Narwal
• Who is their audience?
  Their user profile consists of people who love life, are busy with work but want to keep their home life organized and want a robot vacuum cleaner that can sweep and mop in one.
• What challenge are they helping their audience to overcome? How are they doing it?
  It helps consumers overcome the hassle of washing mops and changing mop water themselves. Furthermore, it allows for smart control via smartphone to clean specific areas.The core consideration for brands is always whether their products can create value for users, and they continuously upgrade their products starting from the product itself.Furthermore, they have always focused on accumulating product technology and concentrating resources on creating exceptional products.

[JKerman]

Who is the brand: Burton Snowboards

Who is their audience? Snowboarders and mountain/outdoor enthusiasts

What challenge are they helping their audience to overcome? How are they doing it?

Burton Snowboards was born from a rebellion at a time when snowboarding wasn’t even recognized as a real sport. Ski resorts banned riders, and no quality gear or community existed. Founder Jake Burton Carpenter set out to legitimize the movement by creating high-performance boards, fighting for inclusion on the slopes, and building a culture that celebrated individuality and freedom. Burton didn’t just sell products; it built a lifestyle around creativity, self-expression, and connection to the outdoors. Over time, that purpose evolved into a broader mission centered on sustainability, inclusivity, and protecting the mountains that define the sport. Today, Burton stands as a symbol of how a brand can turn cultural resistance into lasting influence... by staying true to its purpose.

[Jaycee_Lewis]

Hey @JKerman Welcome to the community! We're thrilled you're here. 🙂

If you're looking to skill up, our Community Learning Paths are a perfect place to start. They offer step-by-step guides on content marketing, digital strategy, and more.

I've also sent you a DM in case you need any personalized help as you get started. Otherwise, feel free to explore and connect with everyone! — Jaycee Community Manager

[MAbbas32]

Since 2001, Urban Jungle has been an integral part of the local community of East Vancouver, BC, Canada. Our main focus is to help immigrants and minorities find their place and start their careers within the fashion industry. We know how hard it can be for newcomers to find work in this day an age in a new country and new city, and we are here to help you get your foot on the door. We also have help costumers make a more conscious decision when it comes to buying clothing, all of our products are made from using locally sourced materials that are also not harmful for the environment, everything comes from local farms to help bust small and local businesses and protect our environment. With "layers" season coming up make the smarter choice, help us, help your community, and in return, we will help you look your best !

This is a fictional brand that I've previously created a couple of years ago for an assignment at university haha