The power of screenplay

The unexpected similarities with brand strategy.

Have you ever considered the common ground between writing a compelling screenplay and crafting a successful brand? My favorite show, as of late, is the FX series called The Bear, which tells the chaotic story of a classically trained executive chef returning to run his family's multigenerational Chicago beef restaurant. If that premise sounds anxiety-inducing, that's only the start of it. 

The brilliance of the screenwriters, seen most clearly in the opening scene of the series, reminds us of the powerful connection between storytelling and brand authenticity. So often, it is both raw and beautiful at the same time.

Like any great brand, great screenwriting needs an "engine" to build and sustain its momentum - the driving force behind the core motivations of the characters, shaping the building narrative and giving life to indisputable truths about the human condition. So much of this is the same with branding.

While seemingly different disciplines, these two art forms share surprising parallels, each aiming to connect with an audience on an emotional level. Let's delve into the unexpected similarities between these two creative pursuits.

1. Building a World and Identity:

Screenplay: The screenwriter meticulously constructs a fictional world, complete with its own rules, history, and characters. Each element contributes to the overall tone and atmosphere, creating a unique brand identity for the story.

Brand: Similarly, a brand establishes its own identity through its visual language, voice, and values. The chosen font, color palette, and messaging all work together to create a consistent and recognizable identity.

At the heart of building a successful brand is compelling storytelling, seeking first and foremost to resonate with your "radical buyer," a term first introduced to me by my friend Bret Starr, who convinced me that building a message around your attitudes, behaviors and beliefs is at the heart of authenticity. 

2. Compelling Characters and Narrative:

Screenplay: Engaging characters drive the narrative forward, captivating the audience with their motivations, flaws, and triumphs. These characters embody classical archetypes within the story, resonating with viewers and building an emotional connection based on shared experiences or aspirational goals.

Brand: Likewise, brands rely on a compelling narrative and an archetypal connection to inspire their audience. They create arcs that showcase their customer promise, engaging with them on both a rational and emotional level. This storytelling builds trust and loyalty, solidifying the brand image.

3. Consistency and Cohesiveness:

Screenplay: Every scene, dialogue, and character action contributes to the overall narrative. Each element must be consistent with the established world and character development, ensuring a cohesive and believable story.

Brand: Similarly, a successful brand maintains consistency across all touchpoints, from its logo and website to its social media and customer service interactions. This consistency reinforces the brand promise and builds trust with the audience at every stage of the customer lifecycle

4. The Power of Emotion:

Screenplay: At its core, a compelling screenplay evokes emotions in the audience. Whether it's laughter, tears, or suspense, these emotions create a lasting impression and leave viewers wanting more.

Brand: Similarly, successful brands aim to connect with their audience on an emotional level. They create experiences and messaging that evoke positive and relatable emotions, building a deeper connection and loyalty.

By recognizing these parallels, writers and brand builders can learn from each other. Screenwriters can incorporate branding principles to create more impactful narratives, while brand builders can utilize storytelling techniques to engage their audience more effectively.

Ultimately, both screenwriting and branding rely on the power of storytelling to connect with their audience and leave a lasting impact. This lesson is loud (emphasis on loud) and clear in The Bear, as Carmine must confront the reality of what can happen - for good or for ill - once the metaphorical bear within him is set free. 

That's the power of successful screenwriting. And those qualities are equally as true for your brand. The next step is to simply set it free.