Every Actor Has A B.R.A.N.D.
Discover what sets you apart!
Who comes to mind when you think of the ultimate Geek: Chris Hemsworth or Jesse Eisenberg? What about a smouldering Femme Fatale: Angelina Jolie or Melissa McCarthy? And who would you cast as a sensitive Romeo type? Probably not Vin Diesel. Could he play Romeo? Absolutely. But his performance would be entirely different from Timothée Chalamet because they have a different B.R.A.N.D.!
Most actors hear the word ‘brand’ and think it means turning themselves into a product. I get it, you’re not a shoe or a handbag…it sounds like it belongs in advertising, not in acting. But for the screen actor B.R.A.N.D. has a central function in casting. My take on B.R.A.N.D. is different from what you've heard before. I break it down into a simplified five part method that any actor can understand and use, one that's built for the realities of auditions & self-tapes, not marketing jargon!
Consider B.R.A.N.D. Your Newest Acting Tool!
Every actor has a B.R.A.N.D. whether you like it or not. Why?
Because the audience decides what it is. And in the visual realm the audience is part spectator and part creator! Your B.R.A.N.D. is nothing to fear. Once you understand it you can use it to make sharper, more original acting choices and stand out as the most memorable actor in the casting room. Yours is unique. There is no other actor on the planet with the exact same combination of physicality and instincts as you.
The question is do you know what yours is?
Testimonials
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“The respect I hold for the world & work of George Konstand is of the upmost. From our first session exploring the concepts of Facial Anatomy, to the catch-up's and questions mid shooting Jobs - George's insights have been not only fascinating but expansive to my craft. George helps to understand the space between you and your characters, and make exciting choices of how to strategically open or close that gap. Not only a genius of his field, but also a delightfully warm presence and joy to work with.”
— Courtney ClarkeHome & Away, Paper Dolls, Last King of The Cross
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“Working with George and discovering my archetype has helped immeasurably with my work; I've used this knowledge to book jobs - leaning into how I'm perceived, what I'm naturally good at, and being the best 'me' I can possibly be. I recommend every professional actor and creative artist should work with George if they get the opportunity - he's a fountain of wisdom and creative thinking.”
— Riley NottinghamThank God You’re Here
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“Working with George gave me incredible insights into my archetype, my strengths and my face as an actor. He empowered me to show up fully in every audition. The next self tape I did, I got a chemistry test for, and a few tapes later I booked my first series regular role. Thanks so much George!”
— Emily JoyHuman Error, Fisk
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“It's exciting when you meet an expert in their field and when they are doing things ahead of the curve! The special knowledge backed by science that George brings to his work is intriguing and practical. As a coach I was able to see how he was able to help actors, including myself, stand out in a very competitive market. I highly recommend the fascinating experience of working with George.”
— Joel PierceLove & Monsters, Almost Paradise, Darby & Joan
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“Through working with George I've discovered my archetypes which are based on both biological and psychological science. This has enabled me to be clearer on what perspective I'm approaching a script through. Rather than trying to work out what to bring to a script, I now ask, which archetype(s) and version of me would best suit this context. By using my archetype it helps take out the guesswork so I can immediately focus on embodying the strongest version of the character.”
— Kylie Loveday
Hoges, Australia Day, Boy Swallows Universe
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“I booked another gig from my self tape and it’s because I embraced the qualities of my archetype that before the session I was unaware of... I thank George for liberating me as an actor and I am grateful that this kind of service is available for actors in today’s world.”
— Candice Hill
He Loves Me Not, Romance at the Vineyard, Love in Bloom, Swimming for Gold
The B.R.A.N.D. Method
The five elements of the B.R.A.N.D. Method that shape how you’re seen by casting and how you can use that to your advantage.
B. Broadcast
Before you slate to camera, before you speak, you’re already broadcasting multiple visual signals. Your bone structure, posture, and micro-expressions are read by the audiences brain in 170 milliseconds. This is your physical broadcast and the instant, unconscious message the audience receives about who they think you are.
R. Received Type
This is how your broadcast is interpreted by your audience. It’s the type the audience places you in instinctively (for instance The Ice Queen, The Gentle Giant) or comparisons to known actors (“killer eyes like Evan Peters”). This “thin slice” is how casting remembers you.
A. Archetype
Think of an archetype as your cinematic ‘lane’. This is the audience’s unconscious sorting system: the story lane they place you in before you speak. It shapes expectations around your behaviour, emotional range, and function in the story.
N. Narrative
Narrative Expression is how your archetype moves emotion through the story. Archetypes tell us how a character metabolises tension, responds to conflict, and transforms over the arc. Each archetype has its own emotional logic, shaped by audience expectation and cinematic history.
D. Decision
Once you understand your broadcast, casting type, archetype, and how to move in the narrative, the power lies in your acting choices. Your unique power to decide how to act on behalf of your character; to lean in, subvert, or withhold to invent a moment…all with your artistic intention.
Service Packages
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PART 1: DISCOVER YOUR B.R.A.N.D.
Discover Your Archetype With B.R.A.N.D. Analysis (PDF); Headshots, Showreel, Scenes/Self-Tape Review & Feedback
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PART 2: ACTION YOUR B.R.A.N.D.
Action Your Archetype On Screen: Scene Work Review & Performance Feedback Using B.R.A.N.D.
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PREMIUM B.R.A.N.D. PACKAGE
Best Value: The Full Service B.R.A.N.D. Package Including Part 1 Discover & Part 2 Action Analysis + Application
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VIP ACTOR B.R.A.N.D. PACKAGE
Full Service B.R.A.N.D. Package Includes: Part 1 Discover & Part 2 Action + 3 Extra Self-Tape Feedback Sessions
Many actors are trained to have an inside out approach to their work, traditional acting methods are incredibly cerebral. What I do, is offer an outside in approach, that considers the audiences perception.
I have spent a decade developing The B.R.A.N.D Method, at the highest levels of industry, to be a simple and applicable tool for screen actors.
It is an “in” to the otherwise indecipherable language of casting that often daunts the actors auditioning experience. Yes, typecasting has its place, archetype has its function, and expression in film narrative is are all key aspects of the actors craft. When an actor knows their archetype they can use it in their acting work to give them a unique edge.”
- George Konstand
A message from the founder
When casting directors select actors for auditions, they look for those who align closely with the character archetype in their mind, or in some cases, those who present an intriguing contrast. An Actor’s B.R.A.N.D. hinges on one key element: Archetype.
Either way, knowing your archetype as part of your system approach to self taping and auditioning is crucial. It’s what gets you noticed, whether you perfectly fit the role or stand out as a bold alternative. Think of actors like Jennifer Coolidge, Frances McDormand, or Florence Pugh they’ve each carved out a lane by owning their unique B.R.A.N.D.
What’s yours? It could be the key to landing your next role.
Can you define yours?
Don’t fret you can easily understand it in Two-Parts and trust that it is a tried and tested method that actually books actors work in film & television! Once an actor becomes aware of their B.R.A.N.D. it instantly allows them to start making more interesting acting choices with a script.
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What makes a B.R.A.N.D.?