Characters, stories, brands... They only matter to people, if they're relatable. In fact, there exists no meaning in anything at all...except for personal (relatable) meaning, which is the only kind. Writers trade chiefly in the currency of relation and relatability.
You've heard it said that there's nothing new under the sun. Yes, writers create new things (stories). But they chiefly do so by taking interesting combinations of things which already exist, and relating them in an interesting, and perhaps new way. The brand new emerging from the familiar and relatable.
Relate is also at the heart of the word relativity, which is perhaps the most important concept to a narrative artist.