Your brand is a term used to categorise your identity as a screenwriter. How you are perceived by your audience. Your essence of the type of material that you write. It is a declaration of your authentic self. This is related to your writing voice. Early on in your career you can straddle difference genres and formats until you find it. When you become more established, there is an expectation of more uniform screenplays.
Defining your brand is often easier said than done. It is a promise to your audience and sets an expectation to read your scripts and watch your movies.
An expectation is a measure of consistency and patterns. This is more than just theme, genre or character. If you deviate too much from your core brand, you risk alienating your audience. This can happen regardless of the quality of material you produce.
It’s important to be sufficiently specific in defining your brand, yet allow sufficient latitude for career growth.
Here are some questions screenwriters should be able to answer when defining their brand:
- Why are you writing this kind of material?
- What is your personal connection to your work?
- What is your motivation and inspiration?
- What can you reasonably and repeatedly deliver in terms of stories?
- What is your screenwriting legacy? How do you want to be remembered?
- What is your niche in the industry? Where will you fit in?
- Who is your audience?
- What is the viability of getting your material produced?