Build your brand like a series – not a one-off episode

We often see it: impact-driven companies with a powerful mission, a strong product, and passionate founders. Yet somehow, their visibility lags behind. The market doesn’t quite understand why they exist or what they stand for. And that’s a shame – because impact without attention is missed potential.

One of the insights that stuck with me came from marketing specialist Alex Garcia. His advice:

“Brands that act like media companies win.”

But that doesn’t mean you suddenly need to start thinking in cameras, scripts, or production schedules. What it does mean is that you should start viewing your brand as a story in progress. A series, not a single episode.

Think in series, not in standalone posts
Strong brands build recognition over time. They have a voice, a rhythm, a style. And perhaps even more importantly: they know where they’re headed. Not everything needs to be perfect or big from the start. But by sharing regularly, repeating, and deepening your message, you build trust. People start to recognize you, follow you, and eventually include you in their decisions.

Just like you follow a series because of its familiar characters or recurring structure, you can shape your brand in the same way: with fixed formats, themes, segments, or a signature tone. Not as a marketing gimmick, but because it brings clarity and calm – both for your audience and for yourself.

The building blocks of a recognizable brand story
At Achmea Impact Ventures, we support entrepreneurs who want to make a difference. And change starts with credibility – with a story people can follow. That’s why we work with six simple building blocks:

1. The story – What do you stand for? What do you want people to remember and share?

2. The mission – What do you help others feel or achieve?

3. The enemy – What stands in the way of that mission?

4. The characters – Who carries the brand (founders, customers, colleagues)?

5. The content pillars – Which themes keep coming back in your communication?

6. The formats or series – Which recurring formats can you use to keep telling your story?

By working with these elements, you naturally create a ‘brand rhythm’. It becomes easier to communicate consistently – and easier for your audience to recognize you and keep coming back.

Think like a creator
What it requires is a shift in mindset. Not thinking in terms of marketing actions, but of building. Not “we need to post something,” but “we’re building something.” A creator has a story, explores, experiments, refines their style. Sometimes there’s a lot of response, sometimes less – but the process continues. And that’s where the power lies.

Brands that work like this don’t grow by chance. They grow because they become recognizable. Not because they shout the loudest, but because they dare to repeat themselves. Because they earn a place in the minds and hearts of their audience. Just like you keep returning to that one podcast, that weekly column, or that familiar newsletter you always make time for.