To be an Unfortunate is not a good thing.

Pups are warned about it, in the way they're told about hell, or rogues.

It is not a title, or a role - it is a fact of life, and once you're branded, people will know. The brand is on the left shoulder-blade, and nothing removes it.

Usually, only low ranked pack members get branded, but the Wilcott family seems to have a curse on them - how else could you explain a member of the family being branded every generation?