# Brand archetype: what it is and how it works · Zorraquino
> A brand archetype uses a recognisable narrative pattern to guide personality traits and expression.
URL: https://www.zorraquino.com/en/dictionary/brand-archetype

# Brand archetype

A brand archetype uses a recognisable narrative pattern to guide personality traits and expression

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can serve as a tool for exploration and internal alignment. It is not a scientific classification that determines how any brand should behave. It should be adapted to the context and not allowed to replace research or produce stereotyped identities.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand personality](https://www.zorraquino.com/en/dictionary/branding/brand-personality.html)
- [Brand activism](https://www.zorraquino.com/en/dictionary/branding/brand-activism.html)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)