Content Marketing

Inbound Professor
Inbound Professor

Storytelling framework in action

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. 

5,349 Replies 5,349

Storytelling framework in action

Hope I'm responding in the right place.

  • Who is the brand? The Gottman Institute.
  • Who is their audience? Anyone in an adult romantic partnership or parent/guardian-with-child relationship.
  • What challenge are they helping their audience to overcome? How are they doing it? Their mission is to foster and sustain greater love and health in relationships. They have collected extensive data on relationships and offer content and programs targeted toward improving relationships.

Storytelling framework in action

Who is the brand?

Nike, Inc. is a globally renowned company that designs, manufactures, and markets sportswear, footwear, and equipment. Founded in 1964 as Blue Ribbon Sports and later rebranded in 1971, Nike has become synonymous with innovation in athletic performance and fashion.

Who is their audience?

Nike’s audience is diverse, spanning athletes, fitness enthusiasts, and everyday consumers across all age groups and demographics. Their primary focus is on individuals who are passionate about sports, fitness, and an active lifestyle. This audience values high-performance gear, cutting-edge design, and the latest trends in athletic apparel and footwear.

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

 Nike helps its audience overcome the barriers to achieving their best physical performance and leading a healthy, active lifestyle. This includes providing high-quality, durable, and innovative products that enhance athletic performance, as well as inspiring motivation and confidence in their customers.

How Nike is Doing It:

1.  Nike invests heavily in research and development to create cutting-edge products that improve athletic performance. Technologies like Nike Air, Flyknit, and Dri-FIT are designed to provide superior comfort, support, and efficiency for athletes and fitness enthusiasts.

2. Nike’s marketing campaigns are legendary for their motivational and empowering messages. The iconic “Just Do It” slogan encourages people to push their limits and overcome obstacles. Through powerful storytelling, Nike connects emotionally with its audience, promoting a mindset of perseverance and determination.

3. By partnering with top athletes and sports teams, Nike showcases its products in action and reinforces its reputation for quality and performance. These endorsements also serve as inspiration, showing customers that with the right gear and mindset, they too can achieve greatness.

4. Recognizing the growing concern for environmental issues, Nike has committed to sustainable practices. Initiatives like Nike Grind, which recycles old sneakers into materials for new products, and their Move to Zero campaign aim to achieve zero carbon and zero waste. This resonates with environmentally conscious consumers and demonstrates Nike's commitment to a better future.

5. Nike supports various community programs and initiatives that promote sports and physical activity among youth. By investing in grassroots sports and providing resources for underprivileged communities, Nike helps break down barriers to access and participation in sports.

By addressing these challenges and continuously innovating, Nike not only meets the needs of its diverse audience but also fosters a global community united by the love of sports and fitness.


Storytelling framework in action

Brand: Yeti


Characters: Two brothers, Roy and Ryan Seiders, who are also the founders of the company and have a deep love for the outdoors

Conflict: When they went out fishing, and use their hard coolers as a stool or a place to stand on, they would all brake and wouldn't get warm in the heat.

Resolution: They created their first product, which was a hard cooler that has durability of a life-time and enough insulation to keep the ice for days.


Storytelling framework in action

Let's choose Tesla as the brand and delve into their business story using the storytelling framework:

Who is the brand? Tesla, Inc. is an American electric vehicle and clean energy company founded by Elon Musk, JB Straubel, Martin Eberhard, Marc Tarpenning, and Ian Wright. It's known not just for its electric cars but also for energy storage solutions and solar products.

Who is their audience? Tesla's primary audience includes environmentally conscious consumers, tech enthusiasts, early adopters of new technology, and those seeking sustainable transportation and energy solutions.

What challenge are they helping their audience to overcome? How are they doing it? Tesla is helping its audience overcome the challenges of climate change and reliance on fossil fuels by offering sustainable transportation and energy alternatives.


  • Environmental impact of fossil fuels: Traditional vehicles powered by gasoline contribute significantly to carbon emissions and air pollution, exacerbating climate change.
  • Energy insecurity: Dependence on non-renewable energy sources creates geopolitical tensions and long-term environmental risks.


  • Electric Vehicles (EVs): Tesla produces electric cars that are not only luxurious and high-performance but also emit zero tailpipe emissions, reducing the carbon footprint of personal transportation.
  • Renewable Energy Solutions: Tesla's energy division offers products like solar panels, solar roofs, and energy storage solutions (Powerwall, Powerpack, Megapack), enabling homes and businesses to generate and store clean energy.

How are they doing it?

  1. Innovative Technology: Tesla's electric vehicles incorporate cutting-edge battery technology (like lithium-ion batteries) and autonomous driving features, making EVs desirable and competitive in the automotive market.

  2. Vertical Integration: By vertically integrating energy generation (solar), storage (Powerwall), and consumption (electric vehicles), Tesla provides a comprehensive solution for sustainable living.

  3. Market Influence: Tesla's market presence and brand influence drive broader adoption of electric vehicles and renewable energy solutions, pushing competitors and industries towards cleaner technologies.

Example Storyline: Tesla's journey began with a mission to accelerate the world's transition to sustainable energy. Recognizing the environmental challenges posed by fossil fuels, Tesla set out to redefine transportation and energy consumption. By introducing sleek, high-performance electric vehicles and robust solar and energy storage products, Tesla not only captured the imagination of early adopters but also sparked a global movement towards sustainable living. Today, Tesla continues to innovate, pushing boundaries with each new model and technology release, all while inspiring a cleaner, greener future for generations to come.

In summary, Tesla's story exemplifies how a brand can address significant global challenges (like climate change and energy security) through innovative products and technologies, resonating deeply with a diverse and environmentally conscious audience.


Storytelling framework in action

Brand: Quickbooks


Audience: Business owners that need software solutions for their finance related needs. Something easy, accessible and available in their phones.


Challenges: Bookkeeping is a tough job. To note down expenses, make sense of them, type up reports, file for returns and effectively share the updates without loosing data is hard. And being able to do it at anytime is not something anyone can handle.


Quickbooks offers a solution to those businessmen who are struggling to do the same.

They understood what's the pain point for millions of business men and created a solution,



Storytelling framework in action

Brand: Instagram.

It includes a diverse group of people with different and specific goals.


Instagram tackles several challenges for its audience:

  • The desire to share experiences: Instagram provides a platform for users to share glimpses of their lives, special moments, and creative endeavors.
  • The need for connection: Instagram fosters connection by allowing users to follow friends, family, and influencers, like and comment on content, and send private messages.
  • The struggle with self-expression: Instagram offers creative tools for users to express themselves visually through photos and videos.


Storytelling framework in action

Who is the brand? Tabitha Brown is a social media influencer and actress known for her warm personality and plant-based cooking.


Who is their audience? Tabitha Brown's audience is diverse, but I believe her primary audience includes plant-based enthusiasts. She appeals particularly to those looking for easy and delicious vegan recipes, as well as people drawn to her messages of kindness and self-love.


What challenge are they helping their audience to overcome? How are they doing it? Tabitha Brown helps her audience overcome the challenges of adopting a vegan lifestyle, which can often seem daunting. She shares simple, flavorful, and vegan recipes, making plant-based eating accessible and enjoyable. She also recommends good vegan food restaurants she's visited and loves, and sells great vegan products through her partnership with Target. Additionally, she helps her audience overcome personal struggles by promoting mental health and self-care.


Storytelling framework in action

Brand: YouTube



YouTube's audience is incredibly diverse, including:

  1. Content Creators: Individuals and organizations who create videos to share their stories, expertise, or entertainment.
  2. Viewers: People of all ages, interests, and backgrounds who watch videos for entertainment, education, news, and more.
  3. Advertisers: Businesses looking to reach specific demographics with targeted video ads.



  1. YouTube: The protagonist, a video-sharing platform striving to connect the world through video content.
  2. Content Creators: Individuals or organizations looking to share their stories, talents, and expertise.
  3. Viewers: Diverse individuals seeking entertainment, education, and information.
  4. Advertisers: Brands and businesses aiming to reach targeted audiences through video ads.


  1. Content Creators' Conflict:

    • Challenge: Finding a global stage to share their content, build a following, and monetize their work.
    • Obstacle: Competition with countless other creators, and the need for effective tools and analytics to optimize content.
  2. Viewers' Conflict:

    • Challenge: Navigating a vast amount of content to find videos that match their interests and needs.
    • Obstacle: Overwhelmed by the sheer volume of available videos and the difficulty in discovering new, relevant content.
  3. Advertisers' Conflict:

    • Challenge: Reaching the right audience with their message and measuring the effectiveness of their advertising campaigns.
    • Obstacle: The need for precise targeting options and reliable analytics to ensure a good return on investment.


  1. Content Creators' Resolution:

    • Solution: YouTube provides a platform with global reach, enabling creators to upload and share their videos with billions of users. Monetization options like ad revenue, channel memberships, and merchandise shelves support creators financially. Advanced tools like YouTube Studio offer analytics and insights to help creators refine their content and grow their audience.
  2. Viewers' Resolution:

    • Solution: YouTube's sophisticated algorithm curates personalized recommendations, making it easier for viewers to find content tailored to their interests. Features such as playlists, subscriptions, and notifications help users keep track of their favorite channels and discover new videos. The platform's support for various formats, including live streams and 360-degree videos, enhances the overall viewing experience.
  3. Advertisers' Resolution:

    • Solution: YouTube offers robust ad targeting options, allowing advertisers to reach specific demographics based on factors like location, interests, and viewing behavior. A variety of ad formats provide flexibility in presenting messages. YouTube Analytics delivers detailed performance data, enabling advertisers to measure the impact of their campaigns and make data-driven decisions to optimize their advertising strategies.

Through these characters, conflicts, and resolutions, YouTube's story unfolds as a dynamic and evolving narrative, addressing the needs of its diverse audience and continually adapting to the changing digital landscape.


Storytelling framework in action

The Brand: Eyeglass Galleria


Audience: People with ocular issues, demographic between 25-44yo and male.


Challenge: poor quality and style selection.


"With ocular diseases on the rise, and an estimated 60% of Americans experiencing digital eye strain, including an alarming rising number of children, the majority of American households are finding themselves frequenting their local eyewear stores, but finding a poor selection for quality and style, tailored for every person in the family. Stephanie at Eyeglass Galleria provides in-house consultations and a large selection of unique quality eyewear, to make sure every household experiencing ocular issues, can look, feel, and see their best."


Please let me know what you think 🤔  Eyewear is a hard one for me. 


Storytelling framework in action

Nike, Inc., is one of the largest and best-recognized global sports and athleticwear brands. Nike’s designs tend to have a clear purpose in mind: optimizing athletic performance while looking good. Its extensive lineup includes its long-running Air Jordan, Air Force 1, and other “Air” models. Converse shoes and apparel (including those bearing the iconic Chuck Taylor All Stars logo) have also been a part of Nike.

They are focusing on individuals across all life stages. Their marketing strategy is age-agnostic, targeting not just the youth but also adults and older individuals who are keen on staying active. By offering products for children starting out in sports, adults at various fitness levels, and seniors seeking to maintain their health, Nike has positioned itself as a brand for every age group, cementing its status as a leader in the sports apparel industry.

Challenges and How are they doing it:

Nike has had its fair share of challenges over the years. One of the most difficult challenges they have faced is criticism and backlash for their labor practices in overseas factories. Nike faced protests and boycotts in the 1990s after being accused of using sweatshop labor in countries such as China, Vietnam, and Indonesia. In response, Nike established a code of conduct for its factories, increased transparency, and collaborated with independent auditors to ensure fair labor practices.

Nike has also faced competition from other athletic brands, including Adidas and Under Armour. In recent years, Nike has been under pressure to innovate and stay ahead of the competition in terms of technology and design. To address this, Nike has made significant investments in research and development, resulting in products such as the Flyknit and VaporMax, which have been well received by consumers.
Furthermore, Nike has received criticism for its marketing and advertising campaigns, with some accusing the company of promoting unrealistic body ideals and perpetuating gender stereotypes. In response, Nike has taken steps to diversify its marketing by featuring a broader range of body types and athletes in its campaigns.

Overall , Nike has faced and addressed these challenges by taking responsibility for its impact on workers, the enviroment , investing in innovation and technology , and adapting to changing societal norms and values .


Storytelling framework in action


The Brand: Jhenetics by Jhene Aiko is a self-care brand inspired by the interconnectedness of all things. It emphasizes ancestral wisdom and mindful practices to promote holistic wellness. The brand offers a range of products including elixirs, body balms, lotions, and bath soaks, available with THC blends.

The Audience: Jhenetics targets individuals seeking natural and holistic solutions for stress relief and overall wellness. These are people who value mindfulness, ancestral wisdom, and the healing power of nature. They are often stressed by daily life and are looking for products that can help them achieve balance and calm.


The Challenge: In today’s fast-paced world, many individuals struggle with stress, imbalance, and a lack of calmness in their lives. They seek natural remedies that can help them reconnect with themselves and restore their mental and physical well-being. The market is saturated with products that promise relief but often fall short of providing a holistic approach rooted in natural and ancestral wisdom.



How Jhenetics Helps: Jhenetics addresses this challenge by offering a unique line of self-care products that blend THC with nature’s best ingredients. These products are designed to relieve stress, promote balance, and create a sense of calm for both mind and body. By drawing on ancestral wisdom and combining it with scientific support, Jhenetics provides a holistic approach to self-care that is both effective and nurturing. The brand's commitment to mindfulness and interconnectedness ensures that every product supports the user’s journey to well-being in a natural and meaningful way.

Jhenetics' story resonates with those looking for more than just temporary relief; it appeals to those who seek a deeper, more connected form of self-care that honors the wisdom of past generations while harnessing modern science.


Storytelling framework in action


Topical is a skin care brand that is known for addressing specific skin issues such as hyperpigmentation,eczema, and other inflammatory skin conditions. They provide science-based and dermatologist approved solutions that are safe for their customers dealing with these issues.


Their audience is forpeople who are seeking an effective skincare treatment to help combat their skin issues. Which can include young adults, skin care ethusiasts, people with sensitive skin, and etc.


They are helping their audience manage specific skincare conditions. They are doing in by providing trasparency and building trusts with consumers who are overwhelmed with their skincare problems. They are also helping their audience by talking about the challenges that comes with have skincare conditions such as mental health. They are raising mental health awareness and creating a supportive community. 


Storytelling framework in action

brand-Canva is a graphic design platform that provides tools for creating social media graphics, presentations, promotional merchandise and websites

audiences- small business owners, marketers, educators, nonprofit organizations, and individuals looking to enhance their personal projects.

Challenge that they are trying to overcome-they simplifies making digital designs without using complex tools such as Adobe Creative Suite. The goal of Canva Design is to enable people without design backgrounds to create high-quality digital designs. Its platform enables creators to efficiently create graphic designs, presentations, and videos.


Storytelling framework in action

Brand: Oraimo - A company dedicated to providing the end customers with fashionable, delicate and creative products while still being affordable. 

Audience: Everyone looking to get affordable products that punch above their weight in terms of performance as compared to other items in a similar price range.

Challenge: They are trying to provide quality, certified products that cost a fraction of the price,ensuring to maintain affordability for the customer


Storytelling framework in action

  • Brand: Surf Excel is Unilever brand that is currently as the counterpart brand of OMO detergent in the India,Pakistan,Bangladesh and Sri Lanka markets.
  • Who is their audience? : Upper Middle income households in tier 1 and tier 2 cities.
  • What challenge are they helping their audience to overcome? :  Removing stubborn stains like grass stains,mud marks,etc.with ease.

Storytelling framework in action

  • Brand: V7 Egypt
  • Audience: Middle and upper middle class youth who are engaged in a healthy lifestyle.
  • challenges they're helping their audience to overcome: They offer a healthy alternative for softdrinks for people who are looking to support local brands over international ones.

Storytelling framework in action

Brand: Hobbii Yarn - They are a yarn, patterns and accessory business that works to provide a "one-stop shop" for yarn lovers and crafters around the world.

Audience: Their audience consists of crafters that need a place to find a variety of yarns, accessories, and patterns at low costs. 

Challenge: They are helping their audience overcome the challenge of finding quality yarn at decent prices. They are doing this by providing monthly sales on different types of yarns, bringing more yarn variety to their website, and they are providing free resources for crafters everywhere.


Storytelling framework in action

Brand: Renaissance Periodization. They are an sport science education and couching company.

Audience: Strength and hypertophy entusiasts, particularly those with high aspirations and dedication.

Challenges: They answer one question – how can we leverage the available scientific knowledge and our cumulative couching experience to get as many people as possible into their best shapes of their lives, get as strong as their genetic potential permits, and drastically improve their health via training and diet interventions or adjustments?



Storytelling framework in action

Brand: Ben & Jerrys
Audience: people who like Ice cream & chocolates (everyone)

Challenges they are heloing to overcome: Making a difference by using thoughtful ingredients & creating a shared value for success for everyone whos connected to their business (consumers, suppliers, ...)


Storytelling framework in action

The brand is Unspoken by Writing Gale. Thier audience are Gen-Z and millenials professionals. Thier are helping thier audience over information overload by providing them with the relevant information needed for thier daily activities