Not Typecasting-Why I Say Brand Instead

Episode #387 

It’s Not “Typecasting”- Why I Say ‘Brand’ Instead

Air Date:

•  “When you hear the word ‘typecast,’ do you cringe? Maybe you imagine being trapped in one role forever. But what if I told you that the thing you’re afraid of could actually be your superpower?”

• Tease: “Today, I’m showing you why typecasting isn’t evil, why I call it brand instead, and how you can steer it in your favor.”

The word typecasting gets tossed around a lot, but let’s be honest—it’s outdated. Back in the 1920s through the 1940s, studios would sign actors under contract and lock them into the same role over and over again because audiences liked it. If you played the cowboy once, congratulations, you were playing cowboys forever. That was typecasting.

But today’s industry is completely different. Writers are creating layered, fascinating characters in unusual situations. Audiences crave complexity. And as actors, you have more influence than ever before on how you’re perceived. That’s why I don’t use the word typecasting—I prefer brand. Your brand is how people experience you, both in the audition room and on screen. And here’s the good news: unlike typecasting, you actually have control over your brand.

In this episode of Casting Actors Cast, we’re going to bust some myths, reveal what “brand” really means for actors today, and show you how to take charge of your own story. But First…

1. The Old Studio System

• Historical snapshot:

  • Studios (1920s–40s) controlled actors’ careers.

  • Actors like Shirley Temple, Humphrey Bogart, and John Wayne became symbols of a single kind of role.

• Writers wrote to those “types” because audiences wanted familiarity.

• Key Point: Actors had no control.

2. The Shift to Modern Storytelling

• Today’s writing focuses on unique characters in complex, diverse circumstances.

• Example: Viola Davis in How to Get Away With Murder—a powerful, flawed, layered character not tied to one “type.”

• Writers now create characters that audiences can relate to and be surprised by.

• Key Point: The opportunities for actors are far more varied today.

3. Why I Don’t Use the Word ‘Typecasting’

• “Typecasting” suggests limitation, being boxed in, lack of control.

• “Brand” reflects:

  • How you’re perceived.

  • The qualities you consistently bring.

  • The audience’s emotional connection to you.

• Key Point: Actors can steer their brand.

4. Understanding Your Brand

• What others notice first—your essence, presence, energy.

• Examples:

  • Tom Hanks: Warmth, relatability.

  • Zendaya: Strength, cool intelligence, adaptability.

• Surprise factor: Your brand isn’t what you say it is—it’s what the industry perceives.

• Key Point: Awareness is power.

5. Steering Your Brand

• Self-assessment: Ask peers, teachers, or casting directors what they see in you.

• Control how you present yourself:

  • Headshots should match your brand.

  • Your reel should highlight your strongest qualities.

  • Even your social media presence feeds into your brand.

• Key Point: Don’t fight the perception—guide it.

6. Expanding the Brand

• Once established only then should you broaden your range strategically.

• Example: Bryan Cranston—known as a sitcom dad (Malcolm in the Middle) but rebranded into darker, layered roles (Breaking Bad).

• Key Point: Steering your brand doesn’t mean staying locked—it means knowing where to start and where you can stretch.

7. Why This Matters for New Actors

• If you resist being “put in a box,” right out of the gate, you’ll miss opportunities that might solidify your brand.

• Casting wants clarity. They need to know how/where to place you.

• Surprise factor: Early branding helps you book roles faster, even if they’re similar at first.

• Key Point: Own your brand now, so you can evolve it later.

Call to Action

• “So, forget typecasting. That’s the old system. Think of your career as a brand—one that you steer, one that you guide, one that grows with you. The audience, casting directors, and filmmakers aren’t looking to trap you; they’re looking to recognize you. And once they do, you’re already ahead.”

• Listeners- reflect on your own brand: What do people consistently see in you? Share it with a friend, your teacher, or even message you. Please subscribe/share the episode.